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iPod
iPod shuffle
2001 10               2003 4                          2004 1                  2004 7                 2004 10                 2004 10
  iPod 5GB    >          iPod    >                     iPod mini     >           iPod     >           iPod photo       >       iPod U2




2005 1                      2005 2                                   2005 6                      2005 6                    2005 10
iPod shuffle   >              iPod mini     >                       iPod U2     >                  iPod photo       >        iPod video     >




 2005 11                         2006 6                                            2006 11                                 2006 11
  iPod nano       >                  iPod video                                      iPod nano                               iPod shuffle
                            U2                    >
~



    ~
※                      Macuser            oikos
    Macfansclub
                  2006/12/20~2006/12/30
iPod
                                                         ~

       ~




           0   75         150          225         300
                    800                      650
iPod                            iPod
iPod
       iPod          iPod mini     iPod nano          iPod U2    iPod sheffle


   iPod sheffle
        iPod U2
       iPod nano
       iPod mini
              iPod

                      0          125      250            375      500
                          800                   660       iPod        1180
iPod                                   iPod                      iPod sheffle
iPod
  iPod           iPod mini           iPod nano      iPod U2   iPod sheffle


iPod sheffle
   iPod U2
 iPod nano
  iPod mini
          iPod

                  0                100      200        300    400

                             800                    660
   iPod               iPod                        iPod nano
11-20              21-30           31-40        41-50         51-60


    51-60
    41-50
    31-40
    21-30
    11-20

               0             100      200      300      400
                       800                  590
    iPod                                     31∼40
           21∼30
Mac OS      Windows             MAC + WIN     Mac+Win+Linux     Other


           Other
Mac+Win+Linux
     Mac + Win
         Windows
          Mac OS

                   0            100     200      300        400
                          800                 610
  iPod                                          MAC + WIN
                       MAC user
~
~
Stay hungry, Stay foolish.
                   Steve Jobs
THE END

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看蘋果電腦 iPod 的成功行銷策略分析

  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 8. 2001 10 2003 4 2004 1 2004 7 2004 10 2004 10 iPod 5GB > iPod > iPod mini > iPod > iPod photo > iPod U2 2005 1 2005 2 2005 6 2005 6 2005 10 iPod shuffle > iPod mini > iPod U2 > iPod photo > iPod video > 2005 11 2006 6 2006 11 2006 11 iPod nano > iPod video iPod nano iPod shuffle U2 >
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17. Macuser oikos Macfansclub 2006/12/20~2006/12/30
  • 18. iPod ~ ~ 0 75 150 225 300 800 650 iPod iPod
  • 19. iPod iPod iPod mini iPod nano iPod U2 iPod sheffle iPod sheffle iPod U2 iPod nano iPod mini iPod 0 125 250 375 500 800 660 iPod 1180 iPod iPod iPod sheffle
  • 20. iPod iPod iPod mini iPod nano iPod U2 iPod sheffle iPod sheffle iPod U2 iPod nano iPod mini iPod 0 100 200 300 400 800 660 iPod iPod iPod nano
  • 21. 11-20 21-30 31-40 41-50 51-60 51-60 41-50 31-40 21-30 11-20 0 100 200 300 400 800 590 iPod 31∼40 21∼30
  • 22. Mac OS Windows MAC + WIN Mac+Win+Linux Other Other Mac+Win+Linux Mac + Win Windows Mac OS 0 100 200 300 400 800 610 iPod MAC + WIN MAC user
  • 23.
  • 24.
  • 25.
  • 26.
  • 27. Stay hungry, Stay foolish. Steve Jobs