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尽管每家位于科技行业的公司都在想方设法挑战和赶超苹果,他们的尝试却屡屡以失败告终。唯独三星,正以备受争议的的方式和非同寻常的速度实现这一目标,这家韩国公司正逐渐拉小与苹果公司的差距,甚至在某些部分已经超过后者。

三星的成功主要依靠了三件法宝:工程实力、制造速度和狂轰式市场营销,通过这三样武器,这家公司为自己与iPhone的竞争中取得了一定的影响力和销量。最近的一个季度,受益于智能手机的强劲销量,三星的利润增长了76%,而Galaxy S旗舰手机更是创造了记录。业内人士认为,Galaxy S III的设计与技术含量足以与iPhone 5相媲美。与此同时,iPhone 5销量却让苹果非常担忧。自去年9月19日以来,苹果的股价已下滑37个百分点。

iPhone 5上市前,三星进行了新一轮的广告轰炸营销,其投放的电视广告更是毫无掩饰地打压了iPhone 5在消费者心中的地位。广告里,三星竭力描述了Galaxy S III的优点,并将这部设备称为“下一款神迹产品”(The Next Big Thing Is Already Here)。传媒公司Kantar Media表示,为了让消费者意识到自己的优点,自2011年开始,三星已在美国市场耗掉至少2亿美元的营销费用。

市场研究机构IHS iSuppli表示,密集的市场营销正让三星拉大与其他对手的差距。2011年,三星在全球智能手机市场的份额还仅为20%,但在2012年结束后,这一数据已增至28%。同时,苹果的份额仅从2011年的19%增长至20.5%。不过,尽管三星在份额上取得了领先,但在营收和利润方面,苹果依然占据优势。

尽管Galaxy S III等高端设备的定价与iPhone相近,但三星产品的调价却非常游刃有余。作为对比,虽然苹果自己设计产品,但组成iPhone产品的组件都是来自其他公司,因此在成本上有所限制。

另一方面,当苹果每年推出有限数款配置相同的设备时,三星已经发布多款配置不同、价格不同的产品。话句话说,前者采用“物以稀为贵”的战略,而后者则采取了“机海战术”。此外,同时利用Android系统和Windows Phone OS的策略让三星公司在各级市场都大受欢迎。

虽然智能手机正成为移动设备市场增量最大的设备,但苹果的iPhone却在日薄西山,而三星的崛起正逐渐让消费者远离苹果。事实上,部分开发者已发表评论称,他们计划将更多精力放在三星的设备上。

显然,三星的成功让苹果分外眼红,这也导致了两家公司历史上的多次法庭交手。去年8月,美国联邦法官判定三星侵犯了苹果数项专利,并要求三星为苹果支付逾10亿美元的损失费。这起案例曾一度让两家公司剑拔弩张,而同时进行的数起案子更让两者关系降至冰点。此外,为了回击三星,苹果甚至正在考虑拓宽自己的产品线。苹果可能推出廉价版iPhone的报道绝对不是空穴来风,因为在创新光芒失去的今天,机海战术不失为一条获取高额利润的好选择。

不断推陈出新、严打机海战术的三星真的让不可一世的苹果失去矜持了吗?


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