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專欄 - 蘋果2_0

調(diào)查稱平板電腦總體滿意度下降 低價(jià)成買家首要考慮

Philip Elmer-DeWitt 2014年05月14日

蘋果(Apple)公司內(nèi)部流傳著一個(gè)老笑話,那就是史蒂夫·喬布斯周圍是一片“現(xiàn)實(shí)扭曲力場(chǎng)”:你離他太近的話,就會(huì)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(rèn)為,在報(bào)道蘋果公司時(shí)有點(diǎn)懷疑精神不是壞事。聽他的應(yīng)該沒錯(cuò)。要知道,他自從1982年就開始報(bào)道蘋果、觀察史蒂夫·喬布斯經(jīng)營(yíng)該公司。
去年秋天,三星在J.D. Power“平板滿意度評(píng)級(jí)”中勝出,這對(duì)于生死存亡系于客戶滿意度的蘋果公司而言是一個(gè)沉重的打擊。不過,蘋果今年重新奪回了這個(gè)寶座。

????圖為J.D.Power 2014年平板電腦滿意度排行榜

圖為各品牌平板電腦在同類產(chǎn)品中的相對(duì)地位

????如果你是蘋果(Apple)首席執(zhí)行官蒂姆?庫克,你們公司所銷售的是市場(chǎng)上售價(jià)最高的各類計(jì)算設(shè)備,那你必須高度關(guān)注消費(fèi)者滿意度調(diào)查——用庫克的話說,是“客戶滿意度”。

????然而,去年秋天,蘋果遭遇了挫折,這家公司在庫克常常提到的JD Power滿意度評(píng)級(jí)中輸給了三星(Samsung)。

????不過,去年秋天的那次評(píng)級(jí)有些令人摸不著頭腦:iPad明明獲得了22顆星卻屈居第二,而三星僅獲得了18顆星卻摘得桂冠。(參見J.D. Power的模糊數(shù)學(xué)。)

????在市場(chǎng)調(diào)查機(jī)構(gòu)JD Power于上周三進(jìn)行的后續(xù)調(diào)查中,蘋果奪回了冠軍寶座。不過,較之此前蘋果在五個(gè)類別中有四個(gè)類別獲得五星滿分的出色表現(xiàn),其領(lǐng)先優(yōu)勢(shì)有所縮小(此次蘋果得分830,而三星得分822)。

????我們?nèi)ツ昵锾炝私獾剑琂D Power評(píng)級(jí)中評(píng)分與排名相矛盾的原因在于,本文所附的兩張圖表展示的完全是兩碼事。兩張圖表的根據(jù)都是對(duì)2,513位平板用戶的調(diào)查,受訪者對(duì)自己在五個(gè)領(lǐng)域的體驗(yàn)進(jìn)行評(píng)分,滿分為1000分。

????JD Power所關(guān)心的結(jié)果已經(jīng)在它的新聞稿中用柱狀圖展示出來了,是通過將調(diào)查中的各類別評(píng)分與各類別權(quán)重相乘得出的結(jié)果。各類別的權(quán)重分別為:性能( 28%)、操作方便性(22%)、功能(22%)、造型和設(shè)計(jì)(17%)、價(jià)格(11%)。

????If you're Tim Cook, Apple (AAPL) CEO, and you sell the most expensive computing device in every category in which you compete, you have to pay a lot of attention to surveys of consumer satisfaction -- or, as Cook calls it, "customer sat."

????So it was a setback last fall when Apple lost to Samsung in one of those J.D. Power satisfaction ratings that Cook so often cites.

????It was also something of a mystery: The iPad had scored 22 gold stars to Samsung's 18 but somehow came in second. (See J.D. Power's fuzzy math.)

????In the follow-up survey J.D. Power published Wednesday, Apple retook the lead -- albeit by a narrower margin (830 to Samsung's 822) than suggested by the five gold stars it scored in four of five categories.

????The reason for the discrepancy, as we learned last fall, is that the two attached charts show very different things. Both are based on a survey of 2,513 tablet owners who were asked to rank, on a scale of 1,000, their experience in those five categories.

????The results J.D. Power cares about -- the ones cited in its press release and illustrated by the bar chart -- are derived by multiplying the survey results by a weighting factor: Performance (28%); ease of operation (22%); features (22%); styling and design (17%); and cost (11%).

????上方圖表中那些黃色“Power圓圈”也源自同一份平板調(diào)查,但不反映原本0到1000分的評(píng)分。相反,它們表現(xiàn)的是各公司產(chǎn)品在同類產(chǎn)品中的相對(duì)地位,比如“名列前茅”、“表現(xiàn)平平”等。

????這樣一套系統(tǒng)通常行之有效。但有時(shí)也會(huì)出現(xiàn)自相矛盾的情況:Power圓圈得出的結(jié)論與總體評(píng)級(jí)得出的結(jié)論相沖突,去年秋天就是如此,其實(shí)今年春天也是,只不過程度有所減輕。

????不出所料,在此類調(diào)查中,蘋果在“價(jià)格”類別的評(píng)分不高。不過,蒂姆?庫克可能對(duì)JD Power的最新重要發(fā)現(xiàn)感到滿意:

????? 低價(jià)是2014年用戶選擇平板時(shí)的首要考慮,25%的平板用戶稱,價(jià)格是自己選擇目前所用平板品牌的首要原因,而2013年這一比例僅為21%。

????? 2012年以來,平板電腦的平均購買價(jià)下降了53美元(2014年為337美元,而2012年為390美元)。

????? 總體滿意度下降了18分(總分為1000分),從2012年的853分下降到了2014年的835分。(財(cái)富中文網(wǎng))

????譯者:項(xiàng)航

????Those gold "Power Circles" in the top chart are derived from the same tablet survey, but don't reflect the original 0 to 1,000 scale. Rather, they show where each company's products stand relative to its competitors -- "among the best," "about average," etc.

????This system usually works pretty well. But from time to time, signals get crossed: The Power Circles say one thing and the overall rating says another, as they did last fall and, to a lesser extent, this spring.

????Cost, not surprisingly, is what hurts Apple in these surveys. But Tim Cook can take some satisfaction of his own in J.D. Power's latest key findings:

????? Lower price is the No.1 reason for tablet choice in 2014, with 25 percent of current tablet owners citing price as the main reason for selecting their current brand, compared with 21 percent in 2013.

????? Since 2012, the average purchase price of a tablet has decreased by $53 ($337 in 2014 vs. $390 in 2012).

????? Overall satisfaction has decreased by 18 points to 835 on a 1,000-point scale in 2014 from 853 in 2012.

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