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專欄 - 蘋果2_0

中國PC市場爭奪戰(zhàn):蘋果歡樂,聯(lián)想堪憂

 Philip Elmer-DeWitt 2011年11月15日

蘋果(Apple)公司內(nèi)部流傳著一個老笑話,,那就是史蒂夫·喬布斯周圍是一片“現(xiàn)實扭曲力場”:你離他太近的話,,就會相信他所說的話,。蘋果的數(shù)百萬用戶中已經(jīng)有不少成了該公司的“信徒”,而很多蘋果投資者也賺得盆滿缽滿,。不過,,Elmer-DeWitt認為,,在報道蘋果公司時有點懷疑精神不是壞事。聽他的應(yīng)該沒錯,。要知道,,他自從1982年就開始報道蘋果、觀察史蒂夫·喬布斯經(jīng)營該公司,。
調(diào)查數(shù)據(jù)顯示,,盡管只有7%的中國消費者有能力購買Mac,但他們?nèi)詫ac視為最中意的電腦品牌,。蘋果的份額有望從目前的5%上升到21%,,毫無爭議地成為中國PC市場未來幾年最大的贏家;而本土的聯(lián)想則淪為最大的輸家,,未來繼續(xù)購買的意愿預(yù)計將大幅下滑,。

????點擊放大

????市場調(diào)研及咨詢機構(gòu)IDC稱今年8月,,中國超越美國,正式成為世界第一大個人電腦消費市場,。

????上周三,,摩根士丹利(Morgan Stanley)公布了一份調(diào)查結(jié)果,顯示蘋果(Apple)有望力壓其它PC制造商,,成為中國市場的最大贏家,。

????摩根士丹利的凱蒂?休伯蒂總結(jié)了調(diào)研團隊Alphawise對中國16個城市、1,553名消費者的專業(yè)調(diào)查數(shù)據(jù),,并發(fā)布報告指出:

????? 目前中國消費者在電腦上的平均開支為600美元(與美國持平),。

????? 半數(shù)受訪者計劃在兩年內(nèi)購置新機并準備多花6%的資金。

????? 受訪者將蘋果視為最中意的PC品牌,,遙遙領(lǐng)先于其它國際和中國本土PC品牌——其中包括位于北京的聯(lián)想(Lenovo),。

????? 問及下一臺PC選擇哪個品牌時,21%的中國消費者選擇了蘋果,。

????? 雖然只有7%的受訪者表示愿意花費超過1,000美元購置電腦,,但休伯蒂表示,隨著中國消費者日漸富裕,,這種情況應(yīng)該會發(fā)生改變,。

????根據(jù)調(diào)查結(jié)果,中國市場最大的贏家和輸家分別如下:

????輸家:聯(lián)想。31%的受訪者擁有聯(lián)想PC,,但僅有23%的人計劃繼續(xù)購置,。

????贏家:蘋果。目前僅有5%的受訪者擁有,,但21%的人有購置意愿,。

????贏家:惠普(Hewlett-Packard)。11%的受訪者擁有,,13%的人有購置意愿,。

????沒輸也沒贏:戴爾(Dell)。(擁有率和未來購買意愿都)穩(wěn)定在6%,。

????中國企業(yè)市場的形勢則大不一樣,。調(diào)查結(jié)果認為戴爾和蘋果處于有利地位,,而惠普則頗為不妙,。具體數(shù)據(jù)如下圖所示:

????譯者:項航

????In August, according to IDC, China overtook the U.S. as the world's largest consumer of personal computers.

????On Wednesday, Morgan Stanley issued the results of a survey suggesting that Apple (AAPL) is the best positioned of all PC manufacturers to capitalize on the boom.

????Summarizing the results of a proprietary Alphawise survey of 1,553 consumers in 16 Chinese cities, Morgan Stanley's Katy Huberty reports:

????? Chinese consumers currently spend an average of $600 for their computers (same as Americans)

????? Half plan to buy a new computer within the next two years, and they expect to spend 6% more for it

????? They rate Apple as the most desirable PC brand, well ahead of other international and domestic PC makers -- including Beijing-based Lenovo

????? Asked which brand of computer their next PC would be, 21% of Chinese consumer chose Apple

????? Only 7% say they are willing to spend more than $1,000 for a computer, but as the Chinese consumers grow more affluent, writes Huberty, that should change

????Based on the survey results, the biggest winners and losers in the Chinese consumer market are:

????Loser:Lenovo. 31% own a Lenovo PC, but only 23% plan to buy another.

????Winner:Apple. 5% currently own, 21% hope to buy one

????Winner:Hewlett-Packard (HPQ). 11% own, 13% hope to buy

????Neutral:Dell (DELL). Holding steady at 6%

????The enterprise market in China is a different story. There the survey results favor Dell and Apple, while indicating trouble ahead for HP. See the chart below.

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