一、市場調研
1、市場營銷環境
據中投顧問產業研究中心最新數據顯示，筆記本電腦市場經過08年災難性的第四季度後，09年2月份中國大陸的需求意外復甦。全球第二大筆記本電腦代工廠商——臺灣的仁寶(Compal)上週預測，在中國大陸市場復甦的帶領下，今年全球筆記本電腦市場將增長至多18%，此番預測令市場感到意外。
一、The market research
1、Marketing environment
According to the Investment Advisory Industry Research Center of the latest
data show that the notebook market in 2008 after a disastrous fourth quarter, the February 2009 accident recovery in demand in China. The world's second-largest notebook PC OEM manufacturers - Taiwan's Compal Electronics (Compal) predicted last week, the market recovery in China under the leadership of the global notebook PC market this year will grow by up to 18% forecast surprised the market overwhelmed.
中投顧問數據分析顯示，2011年上半年中國PC市場出貨量與去年同期相比增長19%，預計2011年PC銷售收入將上升25.3%。
Investment Advisor in the data analysis shows that the first half of 2011,
China's PC market, with shipments up 19% compared to last year, PC sales in 2011 will rise by 25.3%.
2、企業：蘋果電腦國際有限公司，或蘋果電腦股份有限公司，簡稱蘋果電腦，英文名Apple Computer, Inc.，總部位於美國加利福尼亞州的庫比提諾，核心業務是電腦科技產品，目前全球電腦市場佔有率爲3.8%。蘋果電腦的Apple II於1970年代助長了個人電腦革命，其後的Macintosh接力於1980年代持續發展。最知名的產品是其出品的Apple II、Macintosh電腦、iPod數碼音樂播放器和iTunes音樂商店，它在高科技企業中以創新而聞名。
2、The enterprise：Apple Computer International Limited, or Apple Computer,
Inc., referred to as Apple Computer, the English name of Apple Computer, Inc., Headquartered in Cupertino, California, USA, the core business is computer technology products, the global PC market share 3.8 percent. Apple Computer's Apple II in the 1970s contributed to the personal computer revolution, then the Macintosh Relay sustainable development in the 1980s. Its most famous product is produced Apple II, Macintosh computers, iPod digital music player and iTunes music store, it is innovation in high-tech enterprise known.
3、產品：MAC(Macintosh,蘋果電腦)區別於裝配有微軟Windows系統的電腦（PC）,需要說明的是這裏的PC 並非是Personal Computer（個人計算機）的簡稱，而是來源於最初由IBM銷售的PC-DOS系統（Windows的前身），後來所有裝配Ｗindows系統的電腦被稱爲PC，而蘋果電腦因裝配自家的Mac OS系統，而稱爲MAC。Mac系統是蘋果機專用系統，正常情況下在普通pc上無法安裝的操作系統。
3、Consumer analysis：MAC (Macintosh, Apple Computer) equipped with Microsoft Windows systems is different from a computer (PC), need explanation is the PC is not here is Personal Computer (PC) abbreviation, derived from the original but by IBM sales PC-DOS system (Windows predecessor), then all Windows system Computer assembly called PC, and apple Computer because his MAC OS system assembly, and called MAC. Mac system is apple dedicated system, normally in ordinary PC can't install of the operating system.
4、消費者：無論是市場的認可度，還是蘋果公司的宣傳，都把蘋果電腦定位與影視和攝影、設計和出版、音樂和視頻、互聯網出版等專業的應用上。所以它的目標消費羣體是這些領域的專業人才。目前，全球時尚消費者都一人看蘋果在時尚和創新領域內不可動搖的地位。因爲它是品牌形象的巨大吸引力，所以它的定位應該是具有較高知識水平、追求時尚，有一定經濟基礎的中青年人羣。蘋果電腦一直堅持走高價位的“上層”路線，雖然價格很高，但由於當時此類市場中超薄產品空缺，蘋果很好的找到了其他廠商的空白點，另闢蹊徑，通過產品獨特的賣點去吸引消費羣體。
4、The consumer: whether it is market acceptance, or Apple's propaganda, regard the Apple positioning and video and photography, design and publishing, music andvideo, Internet publishing and other professional applications. So it's target consumer group is professionals in these areas. Currently, the global fashion consumers look at Apple in one area of fashion and innovation unshakable position. Because it is the great attraction of the brand image, so it should be positioned with high level of knowledge, the pursuit of fashion, there is a certain economic base of the middle-aged crowd. Apple has always insisted on higher-priced "top" line, although the price is high, but because of the ultra-thin products such vacancies in the market, Apple found a good gap from other vendors, another way, the product's unique selling point to attract consumers groups.
5、競爭對手：很少有品牌能像蘋果與微軟這樣，每一次新產品上市，都是世界矚目。蘋果令人期待在於人們始終保持着對它創造不可思議的酷充滿好奇；而微軟，人們也許並不是十分寄望它能夠帶來像蘋果那樣的酷玩意，但對於全世界PC企業和大多數消費者而言，微軟不可或缺。
5、Competitors: Few brands can be like Apple and Microsoft that, every time new products are the world's attention. Apple is looking forward to is that people have always maintained it's cool to create incredible curious; and Microsoft, it may not be very much hope it can bring cool like Apple stuff, but for most businesses and consumers worldwide PC , Microsoft indispensable
PC業很奇怪。在市場上HP、聯想、戴爾等品牌會互爲競爭對手，但卻似乎都不把蘋果列爲競爭對手，仿若身處兩個毫不相關的行業。原來，站在HP、戴爾、聯想等前面的是微軟，微軟負責“攘外”。至於windows裏面的爭鬥與熱鬧，對微軟而言都不是壞事。
PC industry is very strange. In the market, HP, Lenovo, Dell and other brands will rival each other, but they do not seem to Apple as a competitor, are like living in two uelated industries. The original, standing HP, Dell, Lenovo and other previous Microsoft, Microsoft is responsible for "resisting foreign aggression." As for the windows inside the battle and excitement, not a bad thing for Microsoft.
事實上，我一直不覺得蘋果與微軟之間會存在你死我亡的殘酷競爭，儘管兩者甚至一度利用廣告互相攻擊。但它們之間的爭鬥，或許比不上HP與聯想這樣的傳統PC品牌。因爲蘋果的酷與windows的實用並不衝突，雅俗共賞各有千秋。蘋果與微軟的競爭其實只是消費者態度與習慣的之爭。擁有鮮明個性的蘋果與擁有廣泛羣衆基礎的微軟，應該是兩條平行線，偶爾的交集，並不會改變全局的趨勢。如果從這個層面來看，它們之間的競爭許是維持和諧的一種方式，太安逸，容易腐敗。
In fact, I did not think there will be between Apple and Microsoft I die you die the brutal competition, although the two attack each other even once use of advertising. But the struggle between them, perhaps not as traditional HP and Lenovo PC brand. Because Apple's cool does not conflict with the windows utility, tastes different. Competition from Apple and Microsoft is just consumer attitudes and habits of the dispute. Apple has a distinct personality and has a broad mass base of Microsoft, should be two parallel lines, the occasional intersection, and will not change the overall trend. If from this perspective, the competition between them is the promise to maintain a harmonious way, too comfortable, easy to corrupt
然而，蘋果也有自己的死穴——兼容性。電腦的作用無非學習、工作、娛樂。顯然無論哪一種功能都對資源有着巨大的需求。而當因爲系統不能兼容，使得用戶無法分享那些想要的資源時，是不是很殘忍。一大堆的炮彈，可炮不適合。
However, Apple also has its own Achilles heel - compatibility. The role of the computer is nothing more than to learn, work and entertainment. There is clearly a function of all of the resources which have a huge demand. And when because the system can not be compatible, so users can not share the resources that you want, is not very cruel. A lot of shells, guns can not fit
所以有人說，蘋果是獨樂樂，而windows是衆樂樂。你想獨自快樂，那麼必然少了一些體驗分享的樂趣，你要衆樂樂，被傳染感冒病毒的風險機率也就增大了。
Therefore, saying that Apple is alone Lele, and the windows are Together. You want to own happiness, then there must be a little something to experience the fun of sharing, you have to the public Lele, the risk of influenza virus infection also increases the risk.
產品上的差異化，使得蘋果看起來更像抓住了windows操作系統之外的利益市場。之所以說微軟與蘋果之間沒有那麼強烈的`競爭，正是因爲兩者不對稱的市場地位與產品策略。微軟的大衆化之路走得很成功，對於大多數人而言，電腦教育與普及，更像是windows的普及。也許人們並沒有所謂品牌忠誠度，但根深蒂固的使用習慣，會讓它們更願意選擇windows。事實上，我認爲蘋果最好維持它的“少數派”地位並適當保持對windows市場份額的擴張，一旦蘋果與微軟在市場份額上平等，我想離整個PC業的災難爆發也就不遠了。兼容問題不會得到輕而易舉的解決，儘管蘋果電腦已經可以裝上windows，但對那些蘋果的粉絲而言，簡直是暴殄天物，而在其它電腦上，蘋果始終不能兼容。蘋果在很長的時間內都不會允許雪豹系統可以裝在windowsPC上，一旦如此，蘋果與微軟真的會陷入殘酷的競爭，而對於微軟而言，長期市場教育與積累的羣衆基礎，將擁有絕對的優勢直接打壓蘋果，這顯然不是蘋果願意看到的。只有當下這種少數派與大多數的不對稱競爭，才能夠和諧共贏。而這種和諧競爭，對整個產業的技術發展，有着積極的推進作用。
Product differentiation, making Apple look more like seize the windows operating system other than the interests of the market. The reason why Microsoft and Apple is not so strong competition, it is asymmetric because the two market position and product strategy. Microsoft's popular way to go so well, for most people, computer education and outreach, more like the popularity of windows. Maybe people are not so-called brand loyalty, but deep-rooted habits, makes them more willing to choose windows. In fact, I think Apple is best to maintain its "minority" status and appropriate to maintain the expansion of market share on the windows, if Apple and Microsoft in market share, equal, I would like a disaster from the outbreak of the PC industry can not be far . Compatibility issues will not be easy to solve, even though Apple already installed windows, but for those Apple fans, is simply a throwaway, and in other computers, Apple is not always compatible. Apple in a very long period of time will not allow the Snow Leopard can be installed in windowsPC, once the case, Apple and Microsoft really into brutal competition, and for Microsoft, long-term market and the accumulation of education to teach the masses basis, will have the advantage of direct absolute pressure Apple, Apple is clearly not willing.
