Ondrej Holzman Kusindikiza kwa 15 kwa msonkhano wa Marketing Management kunachitika Lachitatu ku Žofín Palace ku Prague, ndipo wokamba nkhani wamkulu panthawiyi anali wotsatsa malonda Dave Trott, yemwe amalimbikitsa zomwe zimatchedwa "kuganiza zolusa" m'munda wake. M'mafunso apadera a Jablíčkář, adawulula kuti ngwazi yake ndi Steve Jobs ndipo popanda iye, dziko laukadaulo likhala likuyenda pansi ...
“Kuganiza zolusa” kumeneko sikungopeka chabe. Dave Trott, wapampando wapano wa bungwe la The Gate London, adalembadi buku lomwe limatchedwa Kuganiza Zolusa: Kalasi ya Master mu Kuganiza Kwampikisano, zomwe adazipereka pang'ono polankhula ku Marketing Management. Koma ngakhale izi zisanachitike, tinayankhulana ndi omwe adapambana mphoto zambiri pazamalonda ndi malonda, chifukwa dziko la malonda ndi dziko la Apple zimagwirizana kwambiri. Pambuyo pake, Dave Trott adatsimikizira izi kumayambiriro kwa kuyankhulana kwathu, momwe, mwa zina, adapereka maganizo ake pa tsogolo la kampani ya apulo, yomwe imanenedwa kuti sikukumana ndi zovuta pambuyo pa kuchoka kwa co- woyambitsa.
Zikafika pazotsatsa zochokera kumakampani aukadaulo, ndi mtundu wanji wamalonda womwe mumaudziwa bwino? Apple yokhala ndi nthano zamalingaliro, kapena mawonekedwe akuthwa kwambiri, titi, Samsung?
Nthawi zonse zimatengera momwe zinthu ziliri, palibe chilinganizo chapadziko lonse lapansi. Apple itachita kampeni ya "Ndine Mac ndipo ndine PC", zinali zabwino. Microsoft ndiye idachita zopusa kwambiri pomwe idayambitsa kampeni ya "Ndine PC" poyankha. Kupatula apo, Microsoft inali yayikulu kanayi kuposa Apple, simayenera kuyankha konse. Kuonjezera apo, amayang'ana misika yosiyana kwambiri, ogwiritsa ntchito Microsoft sakufuna kukhala opanduka, ndi anthu wamba omwe akufuna kupanga mapepala awo mwamtendere. Kunali kusuntha kopusa kwa Microsoft komwe sikunachite chilichonse kuthandiza mtundu kapena malonda. Koma Bill Gates sanathe kukana ndikuyankha Steve Jobs. Microsoft idawononga mamiliyoni a madola pa izi, koma zinali zopanda ntchito.
Ndi Samsung, ndizosiyana pang'ono. Zogulitsa zake ndizotsika mtengo kwambiri ndipo ndi mtengo womwe umagwira ntchito yayikulu m'misika yaku Asia. Koma ndizosiyana ku Europe ndi North America, anthu kuno amakonda kugula MacBook, chifukwa cha mtundu wake komanso chifukwa amakonda dongosolo lake. Ku Asia, komabe, sakufuna kugwiritsa ntchito korona imodzi yowonjezera, ndichifukwa chake samagula iPhone, ndichifukwa chake samagula iPad, ndichifukwa chake Samsung iyenera kuthana ndi vuto lina lazamalonda pano kuposa. imathetsa ku Europe ndi North America.
Kumbali inayi, opanga okha amawononga ndalama zambiri pazamalonda. Pankhani yamakampani odziwika padziko lonse lapansi monga Coca-Cola, Nike kapena Apple, ndalamazi zitha kuwoneka ngati zosafunikira. Makamaka ngati malondawo sakugwirizana kwambiri ndi zinthu zomwe zikuperekedwa.
Izi ndizofunikira. Palibe ndondomeko yomwe ingatsatidwe padziko lonse. Mukayang'ana Apple, adalemba ganyu mutu wa Pepsi (John Sculley mu 1983 - zolemba za mkonzi), koma sizinagwire ntchito chifukwa sizinali zofanana. Kugula botolo la zakumwa zotsekemera sikufanana ndi kugula kompyuta. Palibe njira yapadziko lonse yochitira izi. Apple pambuyo pake idapanga kampeni yayikulu yotsatsa. Ndimakonda kwambiri kampeni ya "Ndine Mac ndipo ndine PC". Anali malonda oseketsa a munthu wonenepa ndi munthu wowonda amene anathamanga kwa zaka zambiri ku United States, akumatchula zifukwa zambiri zimene chinthu china chinali chabwino kuposa china.
[chitani zochita=”quote”]Kuti muchite bwino, muyenera kukhala osiyana.[/chitani]
Ngati nditenga kuchokera kumbali ina, mwachitsanzo ndi makampani ang'onoang'ono oyambitsa, ndikuwona kuti sizingatheke kukhala colossus monga Apple kapena Google akhala. M'zaka zamasiku ano zodzaza zambiri, kodi lingaliro labwino komanso kutsatsa kocheperako ndikokwanira?
Kuti muchite bwino, muyenera kuchita ndendende zomwe Steve Jobs adachita. Muyenera kukhala wosiyana. Ngati simuli osiyana, musayambe nkomwe. Palibe ndalama kapena ndalama zazikulu zomwe zidzatsimikizire kuti mukuchita bwino. Ngati simuli osiyana, sitikufunani. Koma ngati muli ndi china chake chosiyana, kaya kutsatsa, kutsatsa, luso kapena ntchito, mutha kumangapo. Koma bwanji kutaya nthawi pa chinthu chomwe chilipo kale?
Palibe amene amafunikira Coca-Cola ina, koma ngati mutabwera ndi chakumwa chomwe chili ndi kukoma kosiyana, anthu angayesere. Ndizofanana ndi pamene mupanga malonda. Malonda onse amawoneka ofanana ndipo muyenera kubwera ndi china chatsopano kuti mutenge chidwi. Zomwezo zimagwiranso ntchito poyambira.
Ganizilani izi motere - chifukwa chiyani mukugula Mac? Ndikadakupatsani kompyuta yofanana ndendende ndikuchita zinthu ngati kompyuta ya Apple, koma ndi mtundu womwe simukudziwa, mungagule? Payenera kukhala chifukwa chomwe mukufuna kusintha.
Bwanji ngati ndi mtundu waukulu womwe wagwa pang'onopang'ono? Zinthu ngati izi zitha kuchitika, Apple idafika pachimake chovuta kwambiri mu 90s.
Mukayang'ana kubwerera kwa Steve Jobs, adachita chinthu chimodzi. Apple idapereka zinthu zambiri, ndipo Jobs adazichepetsa mpaka zinayi zokha. Koma analibe zatsopano, kotero adalamula kuti chidziwitso cha chizindikirocho chiwonjezeke kupyolera mu kukwezedwa kwa zinthu zomwe zilipo. Anayenera kupanga mtundu wonsewo kuyambira pachiyambi. Anapanga kampeni ya "Crazy Ones" yokhudza anthu amisala ndi opanduka, kuwonetsa anthu opanga kuti iyi ndi kompyuta yoyenera kwa iwo.
Kodi malo ochezera a pa Intaneti angathandizenso masiku ano? Mibadwo yaing'ono masiku ano imalankhulana motere nthawi zambiri, koma Apple, mwachitsanzo, imatsekedwa kwambiri pankhaniyi. Kodi nayenso ayambe kulankhula “mwachiyanjano”?
Ngati muli ndi lingaliro labwino momwe mungagwirire malo ochezera a pa Intaneti, bwanji osatero, koma palibe chifukwa choyika malonda pa iwo. Chinachitika ndi chiyani pamene malo ochezera a pa Intaneti adabwera? Aliyense ananena kuti tsopano tili ndi mtundu watsopano wa zofalitsa ndipo zotsatsa zakale zikufa. Pepsi kubetcherana pa izo. Mu ntchito yake yotsitsimutsa zaka zinayi kapena zisanu zapitazo, idatenga ndalama zonse kuchokera kuzinthu zamakono monga TV ndi nyuzipepala ndikuziyika muzofalitsa zatsopano. Pambuyo pa miyezi 18, Pepsi adataya $ 350 miliyoni ku North America kokha ndipo adatsika kuchokera pachiwiri mpaka pachitatu pazakumwa za shuga. Choncho nthawi yomweyo anatumiza ndalamazo kwa anthu ofalitsa nkhani.
Chowonadi ndi chakuti Zuckerberg adatha kusokoneza dziko lonse lapansi. Ma social media ndi abwino, koma akadali media, osati njira yotsatsa komanso yotsatsa. Mukayang'ana pazofalitsa izi, zadzaza ndi zotsatsa zakale, zosokoneza chifukwa mabizinesi akulephera kukopa makasitomala. Komabe, palibe amene akufuna kusokonezedwa ndi kampani pocheza ndi abwenzi pa Facebook. Sindikufuna kuyankhulana ndi Coca-Cola, koma ndi anzanga, kotero mukangowona mtundu ukugwira ntchito pa malo ochezera a pa Intaneti, pa Twitter kapena Facebook, mumachotsa popanda kuwerenga uthenga wake. Palibe amene adadziwa momwe angagwiritsire ntchito bwino malo ochezera a pa Intaneti.
Yapafupi kwambiri ndi yankho labwino pa Twitter mpaka pano yakhala ma TV ndi manyuzipepala omwe amadziwitsa ogwiritsa ntchito zomwe akuwulutsa kapena kulemba. Ndizothandiza, koma ndizosiyana pa Facebook. Ndikufuna kukasangalala kumeneko ndi anzanga ndipo sindikufuna kusokonezedwa ndi wina aliyense. Zilinso chimodzimodzi ngati wogulitsa akafika paphwando lanu ndikuyamba kupereka zinthu zina, palibe amene amafuna zimenezo. Mwachidule, ndi sing'anga yabwino, koma muyenera kudziwa momwe mungagwiritsire ntchito.
[chitapo kanthu = "quote"]Palibe amene ali ndi masomphenya omwe Steve Jobs anali nawo.[/do]
Tiyeni tibwerere ku Steve Jobs. Kodi mukuganiza kuti Apple ikhoza kukhala ndi moyo mpaka liti? Ndipo kodi olowa m’malo mwake angalowedi m’malo mwake?
Ndikuganiza kuti Apple ili m'mavuto akulu tsopano popanda Steve Jobs. Alibe wina woti ayambirenso. Iwo anangoyamba kusintha chirichonse. Palibe amene ali ndi masomphenya omwe Steve Jobs anali nawo, adawona zaka zamtsogolo, kuposa wina aliyense. Palibe wina wonga iye pakali pano, osati ku Apple kokha. Izi zikutanthauza kuti gawo lonse silingasunthe ndikusintha tsopano, chifukwa zonse zomwe zapita zaka zingapo zapitazi zidayendetsedwa ndi Steve Jobs. Akachita chinachake, ena ankatengera nthawi yomweyo. Steve anapanga iPod, aliyense anakopera, Steve anapanga iPhone, aliyense anakopera, Steve anapanga iPad, aliyense anakopera izo. Panopa palibe amene angatero, choncho aliyense amangotengerana.
Nanga bwanji Jony Ive?
Iye ndi mlengi wabwino, koma si woyambitsa. Anali a Jobs omwe adabwera kwa iye ndi lingaliro la foni, ndipo Ive adayipanga mwanzeru, koma sanaipeze lingalirolo.
Steve Jobs akuwoneka kuti akukulimbikitsani kwambiri.
Kodi mudawerengapo buku la Steve Jobs lolemba Walter Isaacson? Zonse zomwe muyenera kudziwa zitha kupezeka mmenemo. Steve Jobs anali katswiri wamalonda. Iye ankadziwa kuti malonda amathandiza anthu. Choyamba muyenera kupeza zimene anthu akufuna ndiyeno kuphunzitsa kompyuta kuchita izo. Mwachitsanzo, Microsoft imatenga njira yosiyana, yomwe poyamba imapanga malonda ake ndikuyesa kugulitsa kwa anthu. Ndizofanana ndi makampani ena, tengani Google Glass mwachitsanzo. Palibe amene akusowa. Ku Google, adachita mosiyana ndi Steve Jobs. Iwo ananena zimene tingachite m’malo mongoganizira zimene anthu angafune.
Steve ankadziwa bwino za malonda ndipo poyambitsa zinthu zatsopano ankalankhula ndi anthu m’chinenero chawo. Powonetsa iPod, sanafotokoze kuti inali ndi 16GB ya kukumbukira - anthu sanasamale chifukwa sankadziwa zomwe zikutanthauza. M’malo mwake, anawauza kuti tsopano atha kuika nyimbo XNUMX m’matumba awo. Zimamva mosiyana kotheratu. Pali malingaliro opitilira khumi otsatsa mubuku lonse la Isaacson. Steve Jobs ndi m'modzi mwa ngwazi zanga ndipo akufotokozedwa mwachidule ndi chiganizo chotsatirachi chomwe adanenapo kale: Chifukwa chiyani kulowa usilikali wapamadzi pomwe ungakhale wachifwamba?
Padzakhala zatsopano, koma sizidzakhala Ntchito kuti zikhale blockbuster. Ntchito sizinali zomwe zidabwera ndi zatsopano - adangotha kuzikweza mozizwitsa ndipo, koposa zonse, adatha kusankha kuti ndi ziti mwazinthu zatsopano zomwe zidaperekedwa pamsika. Mwachitsanzo, Jony Ive ali ndi ngongole zochulukitsa ka zana pazatsopano. Ntchito yoyamba inali Wozniak, Yotsatira Yotsatira inali makamaka yochokera ku Xerox. IPod yotereyi idapangidwa paulendo wopita ku Japan, pomwe mnzake wa Jobs "mwangozi" adakumana ndi diski yaying'ono yomwe wopanga analibe ntchito kwa iye.
Ndikuganiza kuti ndikumvetsa zomwe mukutanthauza, koma ili ndi lingaliro lopusa kwa ine ... adakwanitsa kulimbikitsa ... nthawi zambiri amazipanga potengera zomwe adaziwona kwinakwake. Kupatula apo, sanalengeze ka hard disk kakang'ono kulikonse.
Palibe amene amakana Ivo zoyenerera, koma kachiwiri, ngati si maganizo ndi zisankho za Jobs, mophiphiritsira, Ive sakanakhala ndi ntchito. Ndipo ngakhale pamenepo, Jobs anali ndi chonena chachikulu momwe chikuwonekera, adazipanga yekha. Ndithudi, iye sakanatha kuchita chirichonse. Sindikuvomereza kuti Ive ali ndi mwayi wochulukirapo ka 100. Ngakhale molakwitsa. Ndipo nthawi idzanena.
Zili ngati nditapeza ndodo yooneka ngati "Y" m'chilengedwe ndikupanga gulaye. Ndiye woyambitsa ndi ndani? Ine kapena chirengedwe chifukwa ndi chomwe chinapangitsa izi kumatira?
Ndodo ndi gulaye ndi fanizo labwino kwambiri, zikomo.
Sindingagwirizane ndi izi. :) Ngakhale ndikumvetsetsa komwe mukupita..
Ntchito zinali zatsopano chifukwa malingaliro ake ambiri komanso zopanga zopanda pake zidakhala zolondola (ndipo zambiri sizinali choncho).
Iye sanali woyambitsa yekha, koma Jony Ive, ngakhale kuti iye ndi TOP mlengi, anaonetsetsa kuti ntchito, koma amene anatulukira mmene ayenera kugwirira ntchito anali pafupifupi nthawi zonse Ntchito, chifukwa ankamvetsa mmene ayenera kugwira ntchito ndi zimene ndi mmene anthu. adzafuna kugwiritsa ntchito (apa ndipamene amasiyana ndi gulu la Microsoft omwe sapangira anthu koma ndalama).
Inde, adatha kugulitsa, koma adatha kugulitsa chinthu chomwe amachikhulupirira chifukwa adathandizira kupanga yekha, makamaka kuyambira pachiyambi.
Mutha kunena mwachindunji "chifukwa malingaliro ake ambiri komanso zopanga zopanda pake zidakhala zolondola" ... mumalankhula ngati kuti inu ndi Jobs mumapita kukamwa mowa kumapeto kwa sabata iliyonse,
Ayi sanathe… werengani bio.. :)
Steve adadziwa kwa nthawi yayitali kuti sakhala pano zenizeni, ndipo ndikuganiza kuti kufunikira kwa pulogalamu ya Apple Academy, komanso momwe Apple imapangidwira komanso momwe kampaniyo imagwirira ntchito, sikuyamikiridwa. Sindikadataya Tim pakali pano, 'kulemba ntchito' kwa akatswiri omwe awonetsa chaka chatha sikunachitikepo mumakampani awa ndipo ndikuganiza kuti tidzangodabwitsidwa chinsalu chikakwera. Ngati 'chinthu chachikulu chotsatira' sichikhala gulu lotsatira lopambana, chonde, koma mpaka pamenepo ndikhala osamala kunena kuti Apple igwa pansi.
Sindikuganiza kuti palibe amene akuponya Tim m'madzi, koma panali Ntchito imodzi yokha, monga Stradivarius, ndipo Apple ikupitabe momwe Steve adaneneratu kwa nthawi yayitali. Yemwe, mwa lingaliro langa, adalephera kwenikweni pambuyo pa yemwe ali ndi dzanja laulere, mwina ndi Master Ive.
Kodi iye analephera pa chiyani? iOS 7 ili ndi nsikidzi zambiri, zopusa zambiri komanso zopanda pake, koma pachimake ndizomveka.
munayankha nokha, koma atapeza mphamvu zopangira zisankho zapamwamba kwambiri ndikuchita zonse momwe angathere, ndizosokoneza, iOS7 theka-ntchito mpaka pano ndi GUI ndi UI zopanda pake, chisokonezo, ndipo si kiyibodi yosokoneza. Apo ayi, ndikanakhala wokondwa kumva kuchokera kwa inu momwe zikumveka
Zikomo mkonzi chifukwa choyankhulana bwino. Umu ndiye mtundu wankhani womwe umasiyanitsa Jablíčkář ndi mpikisano. Pitilizani . . . :)
Ine sindine wokonda kwambiri zinthu za Apple, koma zonena za Bambo Trott kuti ku Asia, amakonda kugula Samsung chifukwa cha mtengo wake, sizikuyenda bwino, chifukwa m'miyezi yaposachedwa pafupifupi aliyense amawononga zinthu za Apple (iPhones). , iPads, etc.). Ndimachitira umboni ndikamapita kukachita bizinesi. China, Taiwan, Japan, kulikonse komwe ndimayang'ana, achinyamata ali ndi zinthu zambiri za Apple. Kotero izo ndithudi osati molingana ndi chilinganizo kuti iwo amangofuna zinthu zotsika mtengo kumeneko ... zinali ngati zaka 4-6 zapitazo ... pamene Apple sanali kupezeka, otsanzira ndi zotchipa Mabaibulo Samsung etc. Lero zonse ndi zosiyana! :-)
Steve Jobs sanali woyambitsa, sanapange kalikonse. Anali chabe katswiri wodziwa zamalonda, ankachitira antchito ngati nyama ndipo anali wodzaza ndi mayina ndi mayina awo. Umu ndi momwe mamenejala amasiku ano adakhalira, ofooka mwaukadaulo ngati tiyi, koma odzidalira kwambiri, omwe sawonana. Kwa iwo, ntchito ndi milungu. Kupanda kutero, ndili ndi zida zina zochokera ku Apple Inc. Mwanjira zina, iwo ndi abwino kuposa mpikisano mwanjira zina. Kupatula iOS 6, zotulukapo zambiri zimakhala zosintha zodzikongoletsera, kapena zigamba zenizeni.
Kuyankhulana kwabwino. Zikomo chifukwa cha iye.