IT产业中的市场销售战略

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        ITIndustryforthepast50yearsITIndustryforthepast50years

1950s1950s––1970s1970s1980s1980s––1990s1990s1990s1990s––20002000PCPCEvolutionofHighTechMarketEvolutionofHighTechMarket!!CharacteristicsofEvolvingMarket:CharacteristicsofEvolvingMarket:!!EmergenceofLeadingDesignEmergenceofLeadingDesign!!BroadeningApplicationsBroadeningApplications!!DevelopmentofaMassMarketDevelopmentofaMassMarket!!SpeedofMarketDevelopmentSpeedofMarketDevelopment!!EvolutionofCompetitionEvolutionofCompetitionLeadingDesignLeadingDesign!!WhyLeadingDesign?WhyLeadingDesign?!!EconomicsadvantagesofstandardizationEconomicsadvantagesofstandardization!!HowistheLeadingDesignChosen?HowistheLeadingDesignChosen?!!MarketselectionMarketselection!!GovernmentselectionGovernmentselection!!BusinesscollaborationBusinesscollaborationBroadeningApplicationsBroadeningApplications!!Asproductandprocesstechnologymatures:Asproductandprocesstechnologymatures:!!Performance/PriceratiobecomesfavorablePerformance/Priceratiobecomesfavorable!!Applications&technologywidenApplications&technologywiden!!Broadapplicationspavesroadtomassmarket.Broadapplicationspavesroadtomassmarket.DevelopmentofaMassMarketDevelopmentofaMassMarket!!MassMarketMassMarket!!BroadeningthecustomerbaseBroadeningthecustomerbase!!BeyondEarlyAdoptersBeyondEarlyAdopters!!Facilitatedby:Facilitatedby:!!EmergenceofLeadingDesignEmergenceofLeadingDesign!!BroadeningApplicationsBroadeningApplicationsTechnologyAdoptionLifeCycleTechnologyAdoptionLifeCycleSkeptics:Noway!Conservatives:Holdon!OpinionLeaders:Getahead!InnovatorsEarlyAdoptersEarlyMajorityLateMajorityLaggardsInfrastructureTechies/IEU:Tryit!PopularityPopularity(%)(%)100100808060604040202000ElectricityElectricity(1873)(1873)TelephoneTelephone(1876)(1876)AutomobileAutomobile(1886)(1886)1001008080606040402020120120







PCPC(1975)(1975)InternetInternet(1975)(1975)SSourceource:W.MichaelFoxandForbesMagazine:W.MichaelFoxandForbesMagazineSpeedofMarketDevelopmentSpeedofMarketDevelopmentEvolutionofCompetitionEvolutionofCompetitionInnovatorsEarlyAdoptersEarlyMajorityLateMajorityLaggardsCompetitionatTransitionalStage:CompetitionatTransitionalStage:--ManagingtransitiontomassmarketManagingtransitiontomassmarket--ProductdesignforearlyadoptersProductdesignforearlyadopters--CapabilitytobuildmassmarketCapabilitytobuildmassmarketCompetitionatMatureStage:CompetitionatMatureStage:--NewtechnologycandestroyoldordersNewtechnologycandestroyoldorders--CreativedestructionCreativedestruction20012001CaseStudy:CaseStudy:TheChangingMicrosoftTheChangingMicrosoft19951995MicrosoftAtAGlanceMicrosoftAtAGlance!!43,000FTE43,000FTE!!Officesin66countriesOfficesin66countries!!MicrosoftemployeessendanaverageofMicrosoftemployeessendanaverageof1,287,993e1,287,993e--mailmessagesperdaymailmessagesperday……!!MicrosoftemployeeseachmonthconsumeMicrosoftemployeeseachmonthconsume616,766(7,401,192year)cansofsodaand616,766(7,401,192year)cansofsodaandcarbonatedwatercarbonatedwaterMicrosoftWorldwideNetworkMicrosoftWorldwideNetworkRedmondRedmondSiliconValleySiliconValleyCanyonParkCanyonParkMOSWestMOSWestLosColinasLosColinasCharlotteCharlotteChicago1CorpDataCenter1CorpDataCenter6,000Servers6,000Servers128,000PCs128,000PCs9millionvoice9millionvoicecallspermonthcallspermonth600applications600applicationsSaoPauloSaoPaulo1.5M+e1.5M+e--mailmailmessagesperdaymessagesperdayJohannesburgJohannesburg55,00055,000mailboxesmailboxesSingaporeSingaporeSydneySydneyChofu&OemachiChofu&OemachiDubaiDubaiLesUlisLesUlisTVPTelehousTVPTelehousDublinDublinBeneluxBeneluxMadridMadridMilanMilanStockholmStockholmMunichMunich450+worldwideIT450+worldwideITlocationstosupportlocationstosupport103103ExchangeExchangeServersServersMicrosoftMicrosoft’’sMarketingStrategysMarketingStrategy!!SetVisionSetVision!!RapidInnovationRapidInnovation!!LocalizationLocalization!!BuildingthesupportingindustryBuildingthesupportingindustryEmpowerEmpowerpeoplepeoplethroughgreatthroughgreatsoftwaresoftwareanytime,anyplace,anytime,anyplace,andonanydeviceandonanydeviceSetVisionSetVisionLeadingthemarketdesignRapidchangetoaddressthedynamicmarketBackwardcompatibilityInnovationInnovationLocalizationLocalizationProductsProducts##Features,UserInterface,DocumentsFeatures,UserInterface,Documents……etc.etc.PeoplePeople##EmployeeEmployee##PeopledevelopmentPeopledevelopment##MSChinaR&DCenterMSChinaR&DCenter##MSGTECatShanghaiMSGTECatShanghai##MSChinaResearchMSChinaResearchCoCo--workwithgovernmentandlocalworkwithgovernmentandlocalindustryindustryBuildingtheSupportingBuildingtheSupportingIndustryIndustryPartnersPartners##HardwareHardware##OEMOEM##DistributionDistribution##ChannelsChannels##ISVISV##SolutionpartnersSolutionpartners……Education&CertificationEducation&Certification##ATC,C