iTunes

苹果的iTunes在数字音乐领域开启了一片蓝海,而且也让大获成功的iPod播放器更具魅力。

苹果看到,从上世纪90年代末开始,借助文件共享程序例如Napster、Kazaa和LimeWire,非法音乐文件的共享泛滥成灾。到2003年,每月交易的非法音乐文件超过了20亿份。尽管唱片业曾努力打击CD唱片的非法拷贝行为,但非法数字音乐的下载仍在继续增长。

由于大家都可以利用现成的技术来免费下载音乐,数字音乐的发展趋势不言而喻。移动数字音乐MP3播放器需求的快速增长则印证了这一趋势,其中就包括苹果的热销产品iPod。顺应这一拥有明确发展轨迹的重要潮流,苹果于2003年开设了iTunes在线音乐商店。

iTunes与5大主要唱片公司(包括BMG、百代、索尼、环球唱片集团和华纳唱片)达成了协议,为用户提供合法、便利和灵活的自选式音乐下载服务。在iTunes上,买方可自由浏览20万首歌曲,并试听30秒,然后以单曲99美分或整张专辑9.99美元的价格下载。通过允许顾客购买单曲并实施非常合理的定价战略,iTunes解决了顾客的一个重要烦恼:顾客可能只喜欢CD中的一两首歌,但他们却得购买整张CD。

顾客纷纷投向了iTunes的怀抱,而且唱片公司和艺术家也成为了其中的受益者。通过iTunes模式,顾客每下载一首歌,他们便能从中拿到价格的65%。他们终于从数字下载狂潮中盈利了。此外,苹果所采取的版权保护措施进一步保障了唱片公司的权益。这些措施不仅没有给已经习惯了自由下载数字音乐的后Napster时代用户带来麻烦,而且还让唱片业高兴不已。

如今,iTunes音乐商店提供800多万首歌曲供人们下载。它是美国最大的音乐零售商,歌曲销售量超过了50亿首。

Blue Ocean Strategic Moves

Blue ocean strategy is based on over decade-long study of more than 150 strategic moves spanning more than 30 industries over 100 years. The research of W. Chan Kim and Renée Mauborgne focused on discovering the common factors that lead to the creation of blue oceans and the key differences that separate those winners from the mere survivors and those adrift in the red ocean.The database and research have continued to expand and grow over the last ten years since the first edition of the book was published and the strategic moves we studied depict similar patterns, whether blue oceans were created in for-profit industries, non-profit organizations, or the public sector.

Here are a few examples of blue ocean strategic moves from a variety of different industries and sectors. Select from the icons below to learn more.

Bloomberg Financial News Case Study
Canon Blue Ocean Strategy Case Study
Cemex Blue Ocean Strategy Case Study
Cirque du Soleil Blue Ocean Strategy Case Study
Curves Blue Ocean Strategy Case Study
Ford Model T Blue Ocean Strategy Case Study
iTunes Blue Ocean Strategy Case Study
JCDeaux Blue Ocean Strategy Case Study
NetJets Blue Ocean Strategy Case Study
Novo Nordisk Blue Ocean Strategy Case Study
New York Police Department Blue Ocean Strategy Case Study
Peirce College Blue Ocean Strategy Case Study
Philips Blue Ocean Strategy Case Study
QBHouse Blue Ocean Strategy Case Study
Quicken Blue Ocean Strategy Case Study
Polo Ralph Lauren Blue Ocean Strategy Case Study
Viagra Blue Ocean Strategy Case Study
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