Management

In: Business and Management

Submitted By loki
Words 590
Pages 3
3G品牌

iPhone引入中国:
文化与品牌的碰撞
何廷润

国家无线电频谱管理研究所

【摘 要】文章首先分析指出iPhone是美式消费文化意识的产物及其在金融危机影响下品牌认可度的下滑;剖析了苹果 iPhone运营模式的霸权特质;指出中国引入苹果iPhone必然要面临文化差异对品牌造成的冲击。 【关键词】iPhone 中国联通

1

品牌

引言

度持续不减。这种热度除了与苹果手机自身的技术优势、

中国联通引入苹果iPhone手机及其运营模式,广受业

时尚功能有关以外,更重要的是与美国特有的“酷”文化

界关注。iPhone引入中国何以引起如此关注,它将在中国

密不可分。

通信市场扮演何种角色,各方评论见仁见智。笔者认为,在

“酷”文化缘于一种极具开拓性和引领潮流的大胆创

美国及部分发达国家引起轰动的iPhone落地中国,必将遭

新,契合美国消费者敢于也乐于尝新的体验心理。所谓美国

遇文化差异以及品牌冲突的问题,因此,iPhone无法在中

“酷”文化,通常被解释为强调个人价值,以个人为中心,

国复制在美国的辉煌。

创新、进取、冒险,并追求个人利益和个人享受。这种文化
体现为他们有以付出远高于产品价值的消费习惯。比如,仰

2 iPhone是美式“酷”文化的产物
用户对美国苹果iPhone连续三年的购买狂热,使其热

仗着美国全球霸主的形象,脱胎于美国军车的悍马暗中切合
了消费者追求“霸气”以及张扬的心态,而悍马一向以高耗
油量著称,成为浪费的象征。可是美国“酷”文化告诉我

收稿日期:2009年8月25日

42

2009年9月(上)

们,驾驶悍马更多是驾驶一种感觉;听iPod和抢购iPhone

责任编辑:林 菊 linju@mbcom.cn

3G品牌

iPhone引入中国:文化与品牌的碰撞

更多是为了给自己贴上时尚标签;穿耐克和吃麦当劳可能是

其原因,O2已是苹果iPhone在英国的唯一合作运营商;由

为了显示自己融入了新潮的生活方式。这些带有美国“酷”

于选择了与苹果iPhone进行排他性合作,O2自然不可能再

文化烙印的产品,本质其实很简单,悍马仅是一种汽车,

引入iPhone的强劲对手——诺基亚的N97。

iPod与iPhone也不过是随身听和手机,耐克则是鞋子。但

透过这一热点事件不难发现,排他性合作正凸显出

在商场中,这些物品所承载的美国文化成了某种身份的象

iPhone的“霸权”特征。所谓排他性,是指一旦双方之间

征,可等同于财富,从而产生了高溢价的附加值。

建立了合作关系,即在一定地域范围内(一般为国家),不

在种种纷繁的“酷”文化背后,是掌握着雄厚经济实力

允许再有第三方(无论是运营商还是手机制造商)介入。在

的商人(比如苹果),它们控制着“酷”的决定权,传媒和

早期推广阶段,苹果会在每个国家选择一家运营商作为唯一

广告奋力鼓吹消费主义的意识形态,商家则在背后数着大把

的iPhone运营商,如美国的AT&T、英国的O2。此外,排他

大把的钞票。“酷”文化在商业资本的推动下似乎要攻占整

性的定制合作,往往还会伴随着排他性的渠道销售合作。换

个流行文化领域,夺得话语权。苹果iPhone正是这种美国

言之,用户的购买途径是唯一的,用户通过定制获取服务优

“酷”文化的产物,同时,在其它国家取得文化渗透上的成

惠的途径也是唯一的。

功,引起爱好者的破解、其它厂商的模仿、盗版、山寨机纷

当然,在与苹果的排他性合作下,运营商能够获得独一

纷出现,这也正说明iPhone得到了商业资本以及有着同样

无二的差异化优势,可以实现上佳的市场表现。以AT&T为

价值取向的年轻大众的认可和追捧。

例,通过与苹果iPhone的排他性合作,不仅赢得了更大的

但是,席卷全球的金融危机也给美国“酷”文化蒙上

市场份额,还获得了丰厚的利润。但是,这种排他性的“霸

了一层阴影。君不见,美国百年通用的破产重组,使悍马品

权式”合作,并非只有光辉灿烂的一面。运营商因排他性合

牌可能被中国一家名不见经传的民营企业收于麾下;家长们…...

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