苹果的创新案例报告解读.ppt

Design Thinking and Innovation at Apple 案例作业 经济与管理学院 小组成员：汪腊梅 都阳 史冬梅 马镇坚 梁玉林 刘存驷 Why has Apple been so successful? What do you atrribute it to ? One Constumer: A deep commitment to understanding how people used computing devices and a desire of develop”insanely great products”. Customers are first Design should be driven first by user needs and desires Two Design Thinking: Creativity and Innovation Not only designers but also engineers Always attempt to achive what is amazing Three Detail: “I do in the aggregate it’s really important ,and it’s contribute to why people like the product” ------different materials:ipod mini ------different approch Apple products are often noteworthy for what they do not contain Four Beyond fashion: “a sense of what is popular,fashionable,trendy at the moment” ------not just surface appearance, inside is more important -------not just follow the fashion, create the fashion Five Platform strategy: Design the initial product as a platform. -----develop and ramp up more quickly -----efficient ------big advantages and benefits to suppliers,customers Six The CEO as Chief innovator: Steve Jobs always keeps on going and find a beautiful elegant solution that works A man influents his company Seven Constant learning and Adaption: There is only one approach to hold steady ----always keep an eye on what market really want. ----learn to break ----never stop Is there as systematic “approach”to innovation at Apple? If yes,how would you characterize it?Can it be imitated? If no,why not? 对于问题的回答 有一套系统的创新方法，苹果的成功主要在于结合了技术的创新和商业模式的创新 产品的创新和商业模式的创新 商业模式的定义 商业模式就是如何创造和传递客户价值和公司价值的系统。——《哈佛商业评论》 商业模式四个要素： 客户价值主张 赢利模式 关键资源 关键流程 客户价值主张是指你能为客户带来什么不能替代的价值，赢利模式是指你如何从为客户创造价值的过程中获得利润，关键资源是指企业内部如何汇聚资源来为客户提供价值，关键流程则是指企业内部制度和文化以实现其客户价值。客户价值主张和盈利模式分别明确了客户价值和公司价值，关键资源和关键流程则描述了如何实现客户价值和公司价值。 苹果商业模式的创新 苹果真正的创新不是硬件层面的，而是让数字音乐下载变得更加简单易行。利用iTu