苹果网站分析报告.docx
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苹果网站分析报告.docx
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苹果网站分析报告
7CsEvaluationofAppleWebsite
2012/11/9
Lecturer:
Dr.EricChin
WebAdvertisingandWebPublishing
Tableofcontents
1.Introduction
AppleInc.,isanAmericanhigh-techcorporationfoundbySteveJobs,SteveWozniak,andRonaldWayneonApril1,1979.ItsmainproductsincludesMac,iPod,iPhone,iPad,IOSoperatingsystems,iCloudect.AppleheldnewconferenceonOctober24,2012,andofficiallylaunchthefourth-generationiPadandiPadminiTabletPC.Thecompanysellsproductsthroughover390retailstoresin14countries,onlinestoreandthird-partyanditsrevenuehadreachedatUS$25.922billionin2011.OurevaluationismainlyfocusonApple’swebsite.
2.BusinessModel
2.1ValueProposition
Applestoreshaveacleargeographicsegmentation.Detailsasfollows:
Figure2.1distributionofAppleStore[4]
BeinggreatnotbigisoneofApplevalues.Itfocusesoninnovationtocreategreatproductsandgivescustomersnewexperiencebecauseofeasytouse.Appledeliverieshighvaluetochangepeoples’mind,andevenimpacttheirhabits.Also,itbecomesoneofthemostvaluablecompaniesintheworldanddevelopsrapidlyinrecentyears.
2.2FinancialModeling
AppleInc.maintainsnetsalessteadygrowthfrom2009to2011.Thebelowshowsnetsalesbyoperatingsegmentsindifferentregions,netsalesandunitsalesbyproducts.
Table2.1NetSalesbyOperatingSegment,NetSalesandUnitSalesbyProduct[9]
Source:
AppleInc(From:
10-K,AnnualReport,30September2011)
0
AppleInc.keepsacertainamountofcashflowforoperating,investingandfinancingactivitiesinthelastthreeyears.Thedatabelowisthestatementsofcashflows:
Table2.2ConsolidatedStatementsofCashFlows[9]
Source:
AppleInc(From:
10-K,AnnualReport,30September2011)
AppleInc.hasaclearbusinessstrategy:
∙Bringcustomersbestexperiencebyprovidinginnovativesoftware,hardware.
∙ExpandtheplatformforuserstodownloadapplicationsandbooksfromiTunesStore,AppStoreandiBookstore.
∙Increasetheinvestmentindevelopment&researchandmarkettoenhancesalevolume.
∙Expandretailstorestopresentcompanyproductsdirectlytoattractcustomersandgivethemfirst-handexperience.
3.Webanalysisandcomparison
Table3.1WebAnalysistocompareApplewithcompetitor[3]
Site
Alexa
IndexedPages
Inbound
Links
Traffic
(GlobalRank)
Reputation
(SitesLinkingIn)
70500000
6760
37
830564
2550000
3260
260
62772
14300000
3550
325
53248
159000000
18200
32
639062
1850000
1340
852
18429
ThedataaboveshowsApple’swebsitehashighglobalrankamongcompetitorslikeSamsung,Dell,Lenovo,however,relativelowerthanthebiggestcompetitorMicrosoft.Also,ithasahigherreputationinallcompetitors.Thatis,visitorshavealargeinterestedinAppleInc.resultingmanysiteslinkinginitswebsite.
4.SuperioritiesofApple’swebsite
WhenfirsttimeloginApple’swebsite,Ithinkmostpeoplewouldhaveanamazingvisualshockastheinterfaceofitshomepageisquiteaestheticandappealing.
4.1Simpleandartisticinterface
ThehomepageofApple,asFigure4.1[4]shows,usesseveralsimplewords,abigoverallpictureandsomevideostoillustrateitslatestproduct.Thisdisplaystylemakesthepointquiteoutstanding.Forinstance,itisobvioustoseeIPADminiinfrontofthescreen.And,thewholepagelookscomfortableandprettynomatterwhatthecolor(Context)orpattern(Content)itis.
Figure4.1HomepageofA[4]
4.2AFriendlynavigation
Appletakesacommonlyusedlayout--three-columntemplateinthefunctionmoduleofitsApplestore.Anditmakesfulluseofthearea.TheleftcolumninFigure4.2[4]showsthedetailedcategoryofitsproducts;themiddlecolumnshowsabriefoverviewwithalittlebasicinformation;andtherightcolumnshowssomeadditionalinformationlikeeducationdiscountstrategy.
Figure4.2StorepageofA[4]
4.3Thethoughtfulcustomization
AnotherfeatureofApple’swebsiteisitsonlinebuyingprocess.Itisveryconsideratethatthecartsummarypanelkeepsshowinginright-handsideofthepagewhileusersscrolldownthepageorchangetoanothershoppingpage.Thatmakesusersknowtheirshoppingcartstateconstantly.Anditalsoallowsuserstochoosetheiraddresstypetodecidethedeliverydate.Forexample,inFigure4.3[4],ifchoose“Thisisbusinessaddress”intherightcornerofthepage,Applewilldeliveritsproductduringweekdaysandbusinesshours.Andthemostimportantpointisthatshoppingisfreeofcharge.
Figure4.3CartitemdisplaypageofA[4]
It’sworthmentionthatApplerecentlylaunchedaservicecalledengravingwhichcanpersonalizeusers’Appleproductswithsomewordstheyprefer.Thesewordswouldbeengravedonthebackoftheproduct,asshowninFigure4.4[4].Besides,thisserviceisavailableonlythroughonlinepurchase.
Figure4.4PersonalizationpageofA[4]
4.4Sortedcommunity
Basically,thecommunityofApple’swebsiteisnotadmirable.However,itmaybeagoodtrythatithasacatalogwhichmatchesthemainservicesofferedbyApple.Iforganizedwell,itcouldhelpusersfindtheirdesiredresultmoreeasilyandextremely.ThecatalogisshowninFigure4.5[4].
Figure4.5categoryofcommunityofA[4]
5.Inferiorities
5.1Context
miscellaneousnavigation
AlthoughApplewebsitehasagreatdealofsuperiorities,therearemanyaspectscanbeimprovedtooptimizeconsumers’interface.AsDiagram5.1shownbelow,Apple’shomepageofonlinestoreisdividedintomanysquarestodistinguishdifferentinformationareasandeachbigareaissubdividedintomanysmalleronestoshowthedetailedinformation.Clearly,Applehopestoshoweverythingrelatedtotheirconsumers’activitiesbuttheresultseemstoruncountertotheirdesire.Actually,containingtoomuchinformationmakesthehomepagetoomiscellaneoustonavigateeffectively.
Diagram5.1ThehomepageofAppleonlinestore[4]
FromtheanalysisreportsofAppleandSamsungbyWebpageAnalyst,showsasDiagram5.2,wecanfindthatthereisagreatgapbetweenthenumbersoftitlesanddescriptionsbutthenumbersoflinksaresimilar.TheseresultsshowthatApple’scompetitorSamsungusearelativelysimplermenuthatleadstoamoreconvenientnavigationinterface.
Diagram5.2WebpageAnalyserreportsofAppleandSamsung[2]
Complicatedsupportsystems
Asanelectronicretailer,Applebuildsmanyassistantfunctionstosupportconsumers’maintenancerequirements.However,mostoftheseassistantfunctionsaretechnical,justlikeApple’shightechproducts,requiringconsumerhaveself-studyabilitytoexplorethewebsite’ssub-sitesaswellasthesolutiontothetechnicalissuesoftheirdevices.
The“connectApplesupport”canbeatypicalexample.Usually,peopleconnectthesupportivepersonnelviatheinteractivewebpageinterfaceandexpectconvenientafter-saleservicetohelpsolvetheirproblems.Butaftermanystepsofchoosingthedevice’shitch,consumercanonlyfindaguidearticle(Diagram5.3)thatencouragesthemselvestosolvetheproblem.
Diagram5.3TheGuideArticleofResolvent[4]
5.2Content
Badcompatibility
TheintegrativeproductmixwithhardwareandsoftwareisoneuniqueadvantageofApple.However,apartfromitspositiveeffect,thehighlyintegratedmarketingstrategybringssomecompatibilityissuesatthesametime.Laudably,Applewebsitecontainsmultiplemediastooffertheirconsumerabundantonlineshoppingexperience.Inconsequently,toviewthesevideos,consumershouldhavetodownloadApple’sownplayerQuickTime(Diagram5.4).Websitevisitors,whoaredifferentfromcustomersthathavealreadyusedthecompany’sproducts,theymayusedifferentplatformsandvariousdevicestovisitthesite.Thus,optimizingthecompatibilityofmediaplayersbecomesanemergingproblemneededtobeimproved.
Diagram5.4theBadCompatibilityofMediaPlayer[4]
5.3Community
Lowuniversality
Asaninternationalband,Applewebsitehasnearly100locationsandseverallanguageoptionstofulfilldifferentreadingdemandallovertheworld.Strangely,thisglobalcompanyonlyhasoneEnglishwebsitecommunityforuser-to-usercommunication.AsforAppleInc.,oneinternationalcompany,ignoringnon-Englishspeakingconsumers’demandsnotanadmirableapproachintheglobalmarketingstrategy.
Immaturelocationnavigation
Anotherpointneedstopayattentiontoisthelocationnavigation.AfterconsumersenterthecommunityinApplewebsite,thelanguageaswellasthelocationwillalltransfertoUnitedState(English).However,eventhisproblemisnotaserioussystemflaw,thelocationnavigationfunctiondoneedssomeadjustment.
Impracticalcommentsinterface
Relativelyspeaking,communityisanimmaturefunctioninApplewebsitewhichreflectsinthecommentsinterfaceespecially.Firstly,fromDiagram5.5,users’commentsanddiscussionsareorderedbytime,butthelatestnotmeansthegreatest.Managingthesecommentsbytheirqualitymaybeabetterwaytohelpuserswhentheywanttosearchsomeparticulartopics.Secondly,theill-definedsignsmaymakeusersconfused.Maybe,theselittlesigns,standfordifferentqualitiesordiscussiontypesandtheiroriginalpurposes,aretohelpusersdistinguishcommentsquality,butwithoutaclearexplanation,thelittlesignslosetheirfunctions.
Diagram5.5theImpracticalCommentsInterface[4]
5.4Customization
Toosimpleaccount
TheaccountcustomerscreateinApple’swebsiteistoosimple.Thereareonlythreeitemsinthewebpage.Cu
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