搜索
MicrosoftSurfaceStartInternationalMarketingSurfaceAboutPricingStrategiesSpecificExamplesEvaluations—*—CompanybackgroundTheNest•MicrosoftCorporation•surfacePart1TRANSITIONPAGE—*—AboutSurfacePart11MicrosoftCorporationMicrosoftCorporationItisanAmericanmultinationalcorporationheadquarteredinRedmond,Washingtonthatdevelops,manufactures,licensesandsupportsawiderangeofproductsandservicesrelatedtocomputing.—*—MicrosoftCorporationMicro~SoftMicro~Hard公司名称公司估值2011营业额2011净利润员工规模苹果6050亿美元1080亿美元250亿美元6万微软2450亿美元699亿美元231.5亿美元9万AboutSurfacePart11MicrosoftCorporation—*—2SurfaceSurfaceRTReleasedonJune，andgotinChinainOtc.So,atpresent,there'sonlySurfaceRTselling.SurfaceProwillshowupin2013.ItwillbeveryexpecttingSurfaceRTPRO1.ThetouchCover2.full-sizeUSB3.03.allwindows'soft4.NVIDIATegra35.FullOfficeexperienceAboutSurfacePart1—*—1、Marketenvironment1Themarketisdividedintothreeparts,Win8system,IOSsystem,andtheAndroidsystem.ThefutureisthethreetocontendfortheworldTraditionalPCmarketisshrinking,moreandmoreuserschoosemobiledevicessuchassmartphonesandtabletPCs,usersunlikethetraditionalway,asdependentonthePCandPCsolutionscanbereplacedbymobiledevices,AstosmartphonesandtabletPCs,thereisstillmuchroomforgrowth,whilethePChasbeguntodecline.AboutSurfacePart12Surface—*—PositionMarketingpositioning:ForBusinessAtpresentthere'sfewpadcreatingforbusiness,becausethatkindpadmusthavehighqualityandcanrunOffice.SurfaceisverysmarttoenterthemarketwiththisMarketingpositionAboutSurfacePart12Surface—*—TRANSITIONPAGEThelast•MarketSkimming•Productmixpricing•prestigepricingPricingStrategiesPart2—*—PricingStrategiesPart21MarketSkimmingsummaryInOctoberSurfacegetintoChinesemarket,andcooperatedwithSUNNING.soldexclusively,ithasthreegradesforustomakechoice.andthepriceofSurfaceRTisbetween￥3688to￥5288.Justliketheipad4did.Priceskimmingisapricingstrategyinwhichamarketersetsarelativelyhighpriceforaproductorserviceatfirst,thenlowersthepriceovertime.definition￥3688-￥52881MarketSkimmingPricingStrategiesPart2￥3648-￥4698￥3280-￥3880—*—标准化第二章CreatforbusinessThetargetmarketofsurfaceisforcusonbusinessarea。BusinessmenGivethemachinefullattentionbutdon'tmuchcareaboutthepricetargetmarket1MarketSkimming—*—LOGO标准化第二章outstandingfunctions1.ThetouchCover2.full-sizeUSB3.03.windowsRT4.NVIDIATegra3Specialfunction1MarketSkimming—*—2ProductmixpricingPricingStrategiesPart232G64G32G￥3688￥4488￥5288—*—3prestigepricingexpensiveasipadwhenMicrosoftshowthesurfacetous,wenotonlysurpricedbyitsfuctionbutalsobyitsprice.ThepriceofSurfaceRTishigherthanipad4inchina!Andevenlimitourpurchasing.InsomewayIthinkMicroisusingthisformarketingprestigepricingPricingStrategiesPart2—*—TRANSITIONPAGESpecificExamplesPart3TheLast•GoogleNexus10•Penetrationpricing•comparison—*—SpecificExamplesPart3ordinaryconfiguration1TrueRGBRealStripePLS2Android4.239hoursvideo4Bluetooth4.0GoogleNexus101GoogleNexus10—*—SpecificExamplesPart3lowerpriceThepriceofgooglenexus10inchinaisonly￥3280-￥3880.ItismuchmorecheaperthanSurface(￥3688to￥5288.).Thispricewillbethekinginthelowerendofthemarket.Penetrationpricing2Penetrationpricing—*—SpecificExamplesPart3comparisonwithSurface1differentmarketstrategy2differentmarketposition3bigdifferenceinfunctioncomparison3comparison—*—TRANSITIONPAGEEvaluationsPart4TheLast•Superiority•Inferior•Suggest—*—distributionchannelAlthoughtheinitialmarketreflectsnotideal,becausenoworattheverystart,IpadcertainlystillledtobelievethatMicrosoftonlytentativeconsumerstheimpressionthatthepositioning,Microsoft'suniquebusinesselitewillbeagoodevaluation's.SuperiorityEvaluationsPart41Superiority—*—high-qualityimageMicrosoft'smarketingstrategy,hewantedtocreatetheimpressionofhigh-pricedhigh-quality,atthesametimelearnAppledohungerMarketingSurfacepricingintheUnitedStatesandAppleisdirectedatApple,infact,beregardedasamethodofmarketingSuperiorityEvaluationsPart41Superiority—*—CreatforbusinessSurfacewithclearobjectives,isthebusiness.Andmostofthebusinesspeople,SurfaceequippedOffice2013,theywillchoose.Healsohasa3.0USBinterface,unliketheothertwo,oneishighrichhandsomeconsolesaCockwiregameconsoles;SuperiorityEvaluationsPart41Superiority—*—marketexpansionInferiorEvaluationsPart4AlthoughSurfacehasalotofreasonstomakeahighpricebutobviouslyit'shighpricewillholditselfupwhenother's(likegoogle)isseizingmarketshareveryquickly.AndfornowwecanseeSurface'salesisnotgood.2Inferior—*—LOGOAlittleCheaperMicrosoftlaunchedtheApplekindofpricingstrategyorpricethanApple'scheaperthatwillhaveagoodriseinthesalesofthesurface,andperhapsmayhavebecomethemarketleader.SugguetEvaluationsPart43Suggest谢谢观看