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The author:(作者)delvpublished in(发表于) 2014/1/10 8:17:13 Microsoft's ubiquitous by products, apple by users emotion
Microsoft's ubiquitous product, Apple on the emotions-Microsoft, Apple-IT news Microsoft's ubiquitous product, Apple user sentiments
Microsoft in a brand survey conducted by market research firm Forrester in the top spot. Because of Microsoft's brand recognition more than Apple, Microsoft has done a great deal to the user for products and services in all spheres of life, as well as attractive to consumers of all ages.
Microsoft named "Microsoft" (One Microsoft) marketing plan raises United States resonates with consumers. Telaxi·situokesi, an analyst in charge of this investigation (Tracy Stokes) said, "the findings surprise us. Time is a factor to be considered, in my opinion, if the survey is conducted within a year or 18 months ago, the survey results will be very different. ”
The probe to include Microsoft, Apple, Sony, Samsung, HP and Dell are among the 10 companies conducted a survey of consumer technology company's brand awareness. First four digits followed by Microsoft, Apple, Sony and Samsung.
Stokes said, Microsoft brand ranked first in the survey the main reason is its "Essentials" projects an unbeatable score, as well as the trust of consumers of all ages , "Microsoft's products and services are everywhere, in the consumer's mind, is no substitute for Windows and Office. Microsoft's ' ubiquitous ' depends on the product, whereas Apple relies on is the user's mood ".
In a survey of 4 projects 3 projects, Apple and Samsung with Microsoft the same high scores, has lagged behind Microsoft's only Essentials items. Stokes wrote, "Despite Apple's products and services meet users ' requirements, and meet the highest standards of quality, consumers still believe that unlike Microsoft, Apple's products and services can not be replaced. Apple products has been considered to be irreplaceable in emotionally, but as the emotionally unattractive, Apple can't rely on high product quality alone against other competitors. ”
Microsoft has won the demographic war, ranks high among consumers of all ages. Companies like Apple and Samsung scored highest among the younger users, especially among consumers aged 25-33. Apple is a strong contender in the younger consumers.
Brand was one factor in Microsoft's favor in the survey "one Microsoft" brand marketing programs. Stokes said, "at present to determine whether ' Microsoft ' success is a little premature, but Microsoft is moving in the right direction. Zhiqian, Microsoft's lack of coherent brand experience. Microsoft's performance in the surveys and the transformation of marketing methods are closely related. ”
Stokes noted that turned to a single brand would increase Microsoft's score in the survey, if the investigation "one Microsoft" brand marketing activities conducted prior to Microsoft's score wouldn't be so high. Stokes said Wednesday that "Microsoft is apparently learning leader Apple's experience in this area. ”
When it comes to Apple, Stokes said of Apple's second in part because of problems encountered in the past 18 months, including falling stock prices and being accused of innovation slowing, "Apple brands have lost some of their appeal."
微软无处不在靠产品，苹果靠用户情绪 - 微软,苹果 - IT资讯微软无处不在靠产品，苹果靠用户情绪
微软在由市场研究公司Forrester进行的一次品牌调查中位居榜首。微软品牌知名度超过苹果的原因是，微软产品和服务已深入到用户生活的方方面面，以及对不同年龄消费者的吸引力。
微软名为“一个微软”(One Microsoft)的营销计划引起了美国消费者的共鸣。负责这次调查的分析师特拉西·斯托克斯(Tracy Stokes)说，“我们了对调查结果感到意外。时间无疑是一个需要考虑的因素，我认为，如果调查在一年或18个月之前进行，调查结果会有很大不同。”
此次调查对包括微软、苹果、索尼、三星、惠普和戴尔在内的10家消费科技公司的品牌知名度进行了调查。前四位依次是微软、苹果、索尼和三星。
斯托克斯说，微软在品牌调查中排在第一位的主要原因，是它在“Essentials”项目方面无与伦比的得分，以及受到所有年龄段消费者的信赖，“微软产品和服务无处不在，在消费者心目中，Windows和Office是不可替代的。微软的‘无处不在’靠的是产品，而苹果依靠的则是用户的情绪”。
在调查的4个项目中的3个项目上，苹果和三星的得分与微软同样高，唯有在Essentials项目方面落后于微软。斯托克斯在报告中写道，“尽管苹果的产品和服务也能满足用户需求，并符合最高的质量标准，消费者仍然认为苹果的产品和服务不像微软那样不可替代。苹果产品曾在感情上被认为是不可替代的，但随着在感情方面失去吸引力，苹果无法单独依靠超高的产品质量战胜其他竞争对手。”
微软还在人口统计学大战中胜出，在所有年龄段消费者中的排名都很高。苹果和三星等公司在年青用户中的得分最高，尤其是在25-33岁的消费者中。苹果在年青消费者中是一个有力的竞争者。
在品牌调查中对微软有利的一个因素是“一个微软”品牌营销计划。斯托克斯说，“目前要判断‘一个微软’是否成功还为时过早，但微软在向着正确的方向前进。之前，微软在品牌方面缺乏连贯的体验。微软在调查中的表现与营销方式的转型密切相关。”
斯托克斯指出，转向单一品牌有助于提升微软在调查中的得分，如果调查在“一个微软”品牌营销活动前进行，微软的得分不会这么高。斯托克斯周三说，“微软在这方面显然学习了领头羊苹果的经验。”
在谈到苹果时，斯托克斯称苹果屈居第二的部分原因是它在过去18个月遇到的问题，其中包括股价下跌以及被指责创新放慢，“苹果品牌已经失去了部分吸引力”。
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