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首页> 外文会议>2014 International Conference on Engineering, Technology and Innovation >Towards an understanding of Apple#039;s success #x2014; Conceptualising product-service-business bundles
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Towards an understanding of Apple#039;s success #x2014; Conceptualising product-service-business bundles

机译：理解苹果的成功-概念化产品-服务-业务捆绑

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摘要

The consensus explanation of Apple's commercial success has been put down to the excellent design of its products and the intuitiveness of the products' user interfaces. This paper uses a case study of Apple and its recent products to explain its commercial success and build a conceptual model of product-service offerings. Apple's key innovation was the bundling of its products with a service (iTunes, App Store) which not only enabled it to distribute chargeable content to its users but also enabled it to take a percentage cut of that revenue. Apple also opened up the App store to third party developers to allow them to offer products (software) and services to users and charge money for these, from which Apple took a percentage cut. It was this potential business revenue that led US stock market investors to turn Apple into temporarily the biggest company in the world. And for Apple to amass a $100bn+ cash pile. From analysing Apple's product-service offering a general framework for the modelling of product-service offerings is created. This models the product-service bundle, the infrastructure required to deliver it and the business aspects to produce the Product-Service-Business (PSB) building blocks framework. This PSB framework can be used by others to design product-service offerings which will hopefully also be successful.
机译：苹果在商业上取得成功的共识性解释归功于其产品的出色设计和产品用户界面的直观性。本文以苹果及其最近产品的案例研究为例，解释了苹果的商业成功并建立了产品服务产品的概念模型。苹果公司的主要创新是将其产品与服务（iTunes，App Store）捆绑在一起，这不仅使它能够向用户分发收费内容，而且还使收入减少了一定比例。苹果还向第三方开发人员开放了App Store，以允许他们向用户提供产品（软件）和服务，并向用户收费，从而削减了百分比。正是这种潜在的业务收入促使美国股市投资者将苹果公司暂时变成了世界上最大的公司。而苹果则积累了超过1000亿美元的现金。通过分析Apple的产品服务产品，创建了用于产品服务产品建模的通用框架。该模型对产品服务捆绑包，交付它所需的基础结构以及产生产品服务商业（PSB）构建块框架的业务方面进行建模。其他人可以使用此PSB框架来设计产品服务产品，希望这些产品也会成功。

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