为什么苹果很迷人（Why is apple attractive）Why Apple is very charming? Why Apple fans are crazy to follow? One of the top products charm is reflected in what areas? Is the product itself or the brand itself has the taste, elegant, noble, fashion and other elements, which is not only the use value is the product brand personality.In this era of brand success, we should stand out in many excellent brands, and only rely on functional characteristics. We should give more humanistic factors to the brand to make it more attractive. Apple's market capitalization exceeds Microsoft's $about 100000000000, equivalent to more than a HP. Over the past 10 years, the PC industry has undergone an earthshaking change, not by technology started, apple basically looking for the right direction, from PC to consumer electronics products, to the Internet, and then to the mobile internet. Jobs is not technology oriented, that is, by leading a certain technology to dominate the mobile internet. His success is more likely to be customer oriented, based on understanding human nature, controlling human desires, and demanding detail. Thus all the way to achieve the acme of human marketing.No marketing, first campaignOften the more unknown things are coming, the more people are eager to know the truth. And enterprises use good people this kind of onlookers and watching the mood, can let you use low cost, also can do propaganda.As Drucker, the managing guru, said, "the goal of marketing isto make selling unnecessary." this is the real marketing realm, and Apple really does. More than a year after Apple fans were looking forward to Apple's mobile phone, online discussions continued, and some even claimed to have gotten a design for the iphone. But until that day released, people finally see the true face of the iPhone, almost everyone guessed it called iPhone, but almost everyone did not guess his style, his performance even more amazing. Just as love is truly gratifying, not the process of marriage, but the pursuit of it. Mystery of consumer psychology and explore the unknown results of worry about personal gains and losses, is the most valuable product promotion and brand promotion marketing tool.In a world awash with commercial propaganda, the goal of creating momentum is to make sure that marketing products are the subject of conversation. The Apple Corp will market its products as a sign of the times meaning of the items, the advanced technology innovation to boast as if it were raining flowers for customers eager to get intoxicated, but in the end, you will find that your home is to buy a mobile phone or a "smart" mobile phone.Hunger marketingApple products are so popular, largely from the control of the market supply, which is the market in a relatively "hungry", which helps maintain the stability of the price of their products and the control of the product upgrade. IPhone's sales are clearly a proxy for this strategy.Since the listing, no matter how high the market for thisproduct, Apple Corp has always insisted on limited supply. A lot of people might want to buy one because they can't buy it. Someone even gets what he does not know at a great cost, and he is content with the joy he has, and sometimes he is not sure what he wants,And Apple's hunger marketing is just the use of people in the fashion, chasing fashion mentality.Apple and Jobs are arrogant and powerful. Many consumers lined up all night long for products such as "buy a product" and "lift up" people's appetites without rushing to meet them. Do not meet attracted more attention, which is why more than a limited edition of people chasing you. Apple's marketing attitude is also strengthening its product style: strong, arrogant and maverick. Because it is not easy to own, it will be more precious, more different. This strong marketing style and its products, people love to hate, unable to stop.Experiential Marketing - let users suffer different mysterious feelingsJobs always think about this problem, namely the user experience of the product is? Each Apple Corp launched a new product promotion, will choose the theater is full of mystery, to promote products through the drama form, aroused curiosity.How to make the user experience, the first step is to demonstrate. Neuroscientists have found that the brain is easily bored. Jobs won't let you have time to lose interest. He usually spends only 10 minutes showing a new product or newfeature, and it's a lot of fun. When Jobs launched iPhone at the Macworld conference, he showed how Google maps were used on iPhone. Jobs checked the local Starbucks store list through iPhone and said, "let's give it a try."". So he dialed the phone, and Jobs, speaking to the audience, said to the other end of the line, "I want to order 4000 cups of latte.". No, it's just a joke". It's just a joke, but everyone in front of the TV screen wants to buy an impulse to experience it.At the same time, Jobs has incendiarypower very strong, he has a legendary story, unconventional life, and people love hate henzhao. This is Jobs's unique charm of personality charm. Think about how Jobs persuaded PepsiCo President John Sculley to join apple in 1983: "do you want to sell sugar all your life, or change the world?"Build Apple culture and train crazy apple fans. Apple computer has a distinctive mark in the minds of consumers, that is: excellent performance, made the appearance and perfect design, apple computer means unique, means "industrial design Cool", means of fashion. Jobs tries to make every product conform to the consumer's understanding of apple culture. And Apple's every one can make consumers happy to say: "this is my apple! Coca-Cola in the beverage industry occupies the first place in consumer psychology, and therefore represents the value of the United States.". Jobs has also made apple the first place in innovative and creative culture, with a starting point different from that of other brands.As a matter of fact, customers do not want to be flattered. Sometimes, if they try to please them, they may not know whatto do. It is better to arouse their interest by hanging their appetites. Modern marketing advocates: "as long as the customer needs, how much?"." And human marketing is deliberately control the supply, not to make it easy for customers to meet: "do you want? No goods, try again next time."." Many apple products will have a lot of shortages before and after their launch.This caused the market hunger approach, but it uses a. Those who identify with my values are my consumers. Follow me, please. Apple's marketing has used the brand spirit and value to call and guide consumers, beyond the pure product level, this is the brand marketing pursuit of the highest realm.The word of mouth marketing -- let the mobile phone into the era of toys from communication toolsMarketing process must make people feel happy and arouse the interest of others, so that some people volunteer to participate. At the moment of the normalization of the Internet micro-blog (MicroBlog), the iPhone mobile phone acts as a fashion tool for the entertainment public. Micro-blog's ultra high popularity entrepreneurs, stars are using iPhone sent a variety of information, information below will also mark this information from iPhone users. This allows more people to play with micro-blog want to have this logo.Which cell phone brand is being chased like a star? Probably only apples. "Apple fans chasing apple, often selfless people around to dazzle their love machine, personally demonstrate, using exchange ideas, show personality love machine parts, even wherever holding an apple laptop. Even SONY, DELL, NOKIA thesefamous first-class brand, its users can not with enthusiasm "apple" crazy compared.The extreme nature of marketingWhy are apples so attractive? In front of Apple Corp, allso-called star products will be eclipsed. Any Apple released a new product, can make the world Apple fans for their products and crazy, media is widely reported but also affect the stock market fall over each other, and affect the industry, this is the nature of marketing Apple Corp.Jobs's philosophy is "doing the right thing". This is correct, not technology, design, aesthetics, but human nature". In fact, at that time, Jobs's eyes "the right thing" is contrary to tradition. For example, iPhone has infrared sensing function, automatically close the screen when you call. When you call iPhone on your face, iPhone automatically closes the screen to save power. This is not much of a smart technology, why are many people focused on the company did not find?. NOKIA also has a distinctive brand personality, that is cost-effective, durable, but this character can only be attributed to physical property. Rather than selling products, apple is selling humanity, products to consumers, the "like-minded" people together.In 1994 Jobs Macintosh computer (Macintosh, Mac) was born 10 years when a confession, as his "ultimate rule of human nature understanding": "go deep into the core of the problem, we can understand its complexity, but also to find out the fundamental solution. Most people do this and they usually stop. But really great people will continue to explore, and finally can find thehidden problems behind the crux of the problem, and then provide a beautiful and elegant solution. That's our ambition to design the macintosh."There is a country with two a good carpenter, one day the king out of the question to let them decide the outcome to. Ask two carpenters to carve a mouse to see who carved it. The first carpenter's mouse was so lifelike that it filled the king with praise.The second carpenters did nothing but a mouse, without the shape of a mouse. When the king was about to announce that the first carpenter had won, the second carpenters refused to say, "I'm looking for a cat to see who's more like.". When looking for a cat, the cat pounced on the second mouse without hesitation. So the "first" of the title to the second carpenter, the king asked him, what can let the cat think his more mouse like? He replied, I used the fish bone in mice.In fact, life is much less so. Those who are successful are not necessarily the best people who can do it. Often the person who knows best about the needs of the cat. The ultimate goal of an enterprise is to meet customer needs. Only the mentality of the cat, the cat (customer) perspective to observe what kind of mouse (product) is its favorite, the cat's behavior to marketing this "rat."". In order to let customers first time like this "rat"". This is the essence of human marketing, and Jobs is the marketing of human nature to the extreme.。
