{"id":1619,"date":"2007-04-17T15:28:06","date_gmt":"2007-04-17T07:28:06","guid":{"rendered":"http:\/\/ihower.idv.tw\/blog\/archives\/1619"},"modified":"2019-11-21T11:25:45","modified_gmt":"2019-11-21T03:25:45","slug":"eric-sink-business-of-software-marketing","status":"publish","type":"post","link":"https:\/\/ihower.tw\/blog\/1619-eric-sink-business-of-software-marketing","title":{"rendered":"Eric Sink \u8ac7\u5c0f\u8edf\u9ad4\u516c\u53f8\u7684\u5275\u696d\u7d93\u71df(\u7e8c) Marketing"},"content":{"rendered":"

<\/a>Eirc Sink \u958b\u982d\u5c31\u63d0\u5230\u5728 smaill ISV \u81f3\u5c11\u8981\u6709\u4eba\u5f97\u6703\u57fa\u672c\u7684\u884c\u92b7\u6982\u5ff5\u624d\u884c\u3002<\/p>\n

\u4f5c\u8005\u628a\u884c\u92b7\u8ddf\u7a0b\u5f0f\u8a2d\u8a08\u985e\u6bd4\u5728\u4e00\u8d77\uff0c\u7a0b\u5f0f\u8a2d\u8a08\u7684\u7b2c\u4e00\u968e\u6bb5\u662f deisign\uff0c\u7b2c\u4e8c\u968e\u6bb5 implementation\u3002\u884c\u92b7\u540c\u6a23\u4e5f\u662f\u5169\u500b\u968e\u6bb5\uff0c\u7b2c\u4e00\u662f strategy\uff0c\u7b2c\u4e8c\u624d\u662f maketing communications(\u5982\u6253\u5ee3\u544a)\u3002\u5947\u5999\u7684\u662f\u5927\u5bb6\u90fd\u559c\u6b61\u5ffd\u7565\u7b2c\u4e00\u968e\u6bb5\u7684\u91cd\u8981\u6027…:p<\/p>\n

    \n
  1. \u627e\u7522\u54c1\u9ede\u5b50<\/li>\n<\/ol>\n

    \u884c\u92b7\u7b2c\u4e00\u6b65\uff0c\u5c31\u662f\u8981\u627e\u5230 product ideas\u3002\u8acb\u5148 Brainstorming \u5148\u60f3\u597d\u4e00\u5806\uff0c\u66ab\u6642\u9084\u4e0d\u8981\u53bb\u8a55\u4f30\u3002\u8acb focus \u5728\u8981\u89e3\u6c7a\u7684\u554f\u984c\uff0c\u800c\u4e0d\u662f\u6280\u8853\u61c9\u7528\u3002\u591a\u601d\u8003 vertical marketing\uff0c\u7279\u5b9a\u7522\u696d\u6240\u4f7f\u7528\u7684\u8edf\u9ad4(\u7576\u7136\uff0c\u6700\u5927\u7684\u554f\u984c\u662f\u4f60\u5fc5\u9808\u77e5\u9053\u5f88\u591a\u90a3\u500b\u9818\u57df\u7684\u77e5\u8b58)\u3002\u53bb\u7ffb\u7ffb\u96fb\u8a71\u7c3f\u9ec3\u9801\uff0c\u770b\u770b\u5176\u4ed6\u516c\u53f8\u53ef\u80fd\u6703\u4f7f\u7528\u54ea\u4e9b\u8edf\u9ad4\u3002\u554f\u554f\u5225\u4eba\u5e0c\u671b\u6709\u600e\u6a23\u7684\u8edf\u9ad4\u3002\u6700\u5f8c\u662f\u52a0\u503c\u7522\u54c1(add-on product)\u7684\u53ef\u80fd\u6027\uff0c\u8a18\u5f97\u8981\u5728\u5927\u7684 host application\u4e0a\u505a\u5916\u639b\u3002\u6709\u4e86\u4e00\u5806\u9ede\u5b50\u4e4b\u5f8c\uff0c\u624d\u958b\u59cb\u8a55\u4f30 pick one\uff0c\u8a18\u5f97\u554f\u554f\u8ddf\u4f60\u4e8b\u696d\u7121\u95dc\u7684\u4eba\u7684\u610f\u898b\u3002<\/p>\n

    \u5e7e\u500b\u91cd\u9ede\uff0c\u6700\u597d\u4e0d\u8981\u505a game\uff0c\u8ce3\u4e00\u500b\u89e3\u6c7a\u554f\u984c\u7684\u8edf\u9ad4\u6bd4\u8f03\u5bb9\u6613\u3002\u4e00\u5b9a\u8981\u6709\u7af6\u722d\u5c0d\u624b\uff0c\u8acb\u591asearch\uff0c\u6c92\u7af6\u722d\u5c0d\u624b\u8868\u793a\u5f88\u6709\u53ef\u80fd\u6839\u672c\u6c92\u6709\u9019\u500b\u5e02\u5834\u9700\u6c42\u3002\u4f60\u7684\u7522\u54c1\u7684\u5dee\u7570\u5316\u662f\u4ec0\u9ebc\uff0c\u8981\u6709\u6e05\u695a\u7684\u7522\u54c1\u5b9a\u4f4d\u3002\u4f60\u53ef\u4ee5\u8ce3\u7684 1.0 \u7522\u54c1\u6700\u597d\u5728\u534a\u5e74\u5167\u63a8\u51fa\uff0c\u6700\u597d\u53ef\u4ee5\u76f4\u63a5\u5728\u7dda\u4e0a\u7528\u4fe1\u7528\u5361\u8cfc\u8cb7\u3002<\/strong>\u5c0f\u5fc3\u76ee\u6a19\u5ba2\u6236\u7684\u9810\u7b97\u554f\u984c\uff0c\u4f60\u7684\u7522\u54c1\u50f9\u683c\u6700\u597d\u4e0d\u8981\u9ad8\u5230\u8cfc\u8cb7\u7a0b\u5e8f\u8b8a\u8907\u96dc\uff0c\u6700\u597d\u4f4e\u65bc$500\u7f8e\u91d1\u3002\u5c0f\u5fc3\u7522\u54c1\u6280\u8853\u652f\u63f4\u7684\u8ca0\u64d4<\/strong>\u3002<\/p>\n

      \n
    1. \u884c\u92b7\u4e0d\u662f\u5f8c\u4f86\u7684\u6b65\u9a5f<\/li>\n<\/ol>\n

      \u7522\u54c1\u5b9a\u4f4d\uff0c\u4f5c\u8005\u7528\u4e00\u53e5\u7bc4\u4f8b\u4f86\u8aaa\u660eSTP\u7684\u6982\u5ff5\u3002\u9019\u53e5\u8a71  “The most popular operating system for desktop PCs”\uff0c\u5176\u4e2d “The most popular”\u63cf\u8ff0\u4f4d\u7f6e(\u6216\u5e38\u8aaa No.1)\uff0c\u70ba\u4f55\u8981\u9078\u64c7\u9019\u500b\u7522\u54c1?<\/strong> “operating system”\u63cf\u8ff0\u5e02\u5834\u5206\u985e\uff0c\u9019\u500b\u7522\u54c1\u662f\u4ec0\u9ebc?<\/strong> “for desktop PCs”\u5247\u7cbe\u6e96\u63cf\u8ff0\u51fa\u54ea\u4e9b\u65cf\u7fa4\uff0c\u8ab0\u61c9\u8a72\u8cb7\u9019\u500b\u7522\u54c1? <\/strong>\u53e6\u4e00\u7a2e\u601d\u8003\u7522\u54c1\u5b9a\u4f4d\u7684\u65b9\u5f0f\u662f\uff0c\u54ea\u4e00\u7a2e\u5e02\u5834\u5340\u9694\u53ef\u4ee5\u8b93\u4f60\u7684\u7522\u54c1\u662f\u7b2c\u4e00\u540d… :p \u8acb\u6ce8\u610f\u5e02\u5834\u4e8b\u5be6\uff0c\u4e0d\u8981\u81ea\u6b3a\u6b3a\u4eba\uff0c\u4f8b\u5982\u4e0d\u8981\u5b9a\u4f4d\u4f60\u7684\u7e6a\u5716\u8edf\u9ad4\u529f\u80fd\u6700\u5b8c\u6574(\u5927\u5bb6\u90fd\u77e5\u9053\u662fphotoshop)\u3002<\/p>\n

      \u6709\u4e86\u7522\u54c1\u5b9a\u4f4d\uff0c\u4f60\u624d\u80fd\u6c7a\u5b9a\u4f60\u7684\u7522\u54c1\u8981\u6709\u54ea\u4e9b\u529f\u80fd\u3002\u884c\u92b7\u4e0d\u53ea\u662f\u5ba3\u50b3\u4f60\u7684\u7522\u54c1\uff0c\u540c\u6642\u4e5f\u6c7a\u5b9a\u4e86\u4f60\u8981\u958b\u767c\u4ec0\u9ebc\u6a23\u7684\u7522\u54c1\u3002<\/strong><\/p>\n

        \n
      1. \u9078\u64c7\u4f60\u7684\u7af6\u722d\u5c0d\u624b <\/li>\n<\/ol>\n

        \u5728\u9078\u7522\u54c1\u9ede\u5b50\u7684\u6642\u5019\uff0c\u4e0d\u8981\u56e0\u70ba\u6709\u7af6\u722d\u5c0d\u624b\u5c31\u592a\u5feb\u653e\u68c4\u9ede\u5b50\u3002\u56e0\u70ba\u6709\u7af6\u722d\u5c0d\u624b\u8868\u793a\u6709\u9019\u500b\u5e02\u5834\uff0c\u5b8c\u5168\u907f\u958b\u7af6\u722d\u5c0d\u624b\u4e5f\u610f\u8b02\u8457\u5b8c\u5168\u907f\u958b\u4e86\u9867\u5ba2\u3002\u5168\u65b0\u7684\u9ede\u5b50\u4e26\u6c92\u6709\u60f3\u50cf\u4e2d\u7684\u91cd\u8981<\/strong>\uff0c\u8f03\u597d\u7684\u65b9\u5f0f\u662f\u627e\u5df2\u7d93\u6709\u4eba\u505a\u4f46\u6c92\u505a\u597d\uff0c\u800c\u4f60\u53ef\u4ee5\u505a\u66f4\u597d\u7684\u3002\u5efa\u7acb\u4e00\u500b\u5168\u65b0\u7684\u7522\u54c1\u5340\u9694\u662f\u975e\u5e38\u56f0\u96e3\u7684\u3002<\/p>\n

        \u56e0\u6b64\u5982\u4f55\u9078\u64c7\u4f60\u7684\u7af6\u722d\u5c0d\u624b\u5462? \u90a3\u7a2e\u53c8\u5927\u53c8\u7b28\u7684\u5c0d\u624b\u6700\u597d\u4e86\uff0c\u4f8b\u5982 FedEX \u5c0d U.S.Postal Service\u3002\u9084\u6709 partners \u4e5f\u8981\u9078\u64c7\u4e00\u4e0b\uff0c\u7b2c3\u6216\u7b2c4\u90fd\u53ef\u4ee5\u3002\u81f3\u65bc\u4f4d\u65bc2\u7684\u516c\u53f8\u662f\u6d3b\u4e0d\u4e45\u7684\u3002<\/p>\n\n\n\n\n\n
        <\/td>\nBig<\/td>\nSmall<\/td>\n<\/tr>\n
        Dumb<\/td>\n1<\/td>\n2<\/td>\n<\/tr>\n
        Smart<\/td>\n3<\/td>\n4<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

        \u7af6\u722d\u8005\u6703\u4e0d\u65b7\u52a0\u5165\uff0c\u8981\u5982\u4f55\u9632\u79a6\u4f60\u7684\u7522\u54c1\u5e02\u5834\u5462? \u5225\u64d4\u5fc3\uff0c\u53ea\u8981\u4f60\u7684\u7522\u54c1\u5340\u9694\u5920 fragmentation<\/strong>\uff0c\u5373\u4f60\u7684\u5e02\u5834\u7531\u5f88\u591a\u516c\u53f8\u6240\u5171\u4eab\uff0c\u4f8b\u5982\u4e0d\u8981\u53bb\u52a0\u5165\u670990%\u5e02\u4f54\u7387\u7684desktop os\u5e02\u5834\uff0c\u53cd\u4e4b embedded os \u5c31\u8db3\u5920\u5206\u6563\u3002\u9084\u6709\u4f60\u7684\u7522\u54c1\u8981\u5920 differentiation<\/strong>\u3002\u5206\u6563\u7684\u5e02\u5834\u6703\u8b93\u6709\u5dee\u7570\u5316\u7684\u7522\u54c1\u80fd\u5920\u751f\u5b58\u3002<\/strong><\/p>\n

          \n
        1. Act Your Age<\/li>\n<\/ol>\n

          \u8de8\u8d8a\u9d3b\u6e9d<\/a>\u3002\u7522\u54c1\u751f\u547d\u9031\u671f\u53ef\u4ee5\u5206\u6210 Early Adopters \/ Pragmatists \/ Conservatives \/ Laggards \u56db\u500b\u968e\u6bb5\uff0c\u4e26\u53ef\u4ee5\u756b\u6210\u4e00\u500b\u9418\u578b\u5716 (\u4ee5\u4e0b\u5716\u7247\u5f9e\u7db2\u8def\u4e0a\u6293\u7684)\u3002 \u5176\u4e2d Early Adopter \u53ea\u662f\u559c\u65b0\u53ad\u820a\u7684\u4eba\uff0c\u4f60\u4e0d\u80fd\u53ea\u9760\u9019\u4e9b\u4eba\u9577\u4e45\u751f\u5b58\u4e0b\u53bb\uff0c\u56e0\u6b64 Pragmatists \u624d\u662f\u6210\u529f\u7522\u54c1\u6700\u91cd\u8981\u7684\u95dc\u9375<\/strong> (\u4ed6\u6703\u5f15\u5c0e\u66f4\u591a Pragmatists \u8ddf Conservatives \u8cfc\u8cb7)\uff0c\u4f46\u662f\u8acb\u6ce8\u610f\u9019\u4e2d\u9593\u6709\u500b\u5de8\u5927\u9d3b\u6e9d\uff0c\u70ba\u4e86\u8de8\u8d8a\u9d3b\u6e9d\uff0c\u4f60\u5fc5\u9808\u4e0d\u60dc\u4ee3\u50f9\u8981\u5c0d Pragmatists \u7279\u5225\u597d\uff0c\u60f3\u8fa6\u6cd5\u53bb\u6eff\u8db3 Pragmatists \u7684\u9700\u6c42\u3002<\/p>\n

           \"2-3.jpg\"<\/a><\/p>\n

          \u6700\u5927\u7684\u91cd\u9ede\u5c31\u662f\u4e0d\u540c\u968e\u6bb5\u8981\u505a\u4e0d\u540c\u7684\u4e8b\u60c5<\/strong>\u3002\u4e00\u958b\u59cb\u91dd\u5c0d Early Adopters\uff0c\u4f60\u7684\u7522\u54c1\u8981\u53c8cool\u53c8new\uff0c\u4e14\u4e0d\u9700\u8981\u63d0\u4f9b conservative \u624d\u9700\u8981\u7684boring\u529f\u80fd(?)\u3002\u91dd\u5c0d conservative \u5247\u8981\u7a69\u5b9a\u5be6\u7528\u3002Early Adopters\u5f88\u6709\u53ef\u80fd\u4e5f\u662f\u8070\u660e\u7684geek\uff0c\u5c0d\u6280\u8853\u591a\u6709\u6d89\u7375\uff0c\u4f60\u53ef\u4ee5\u5f97\u5230\u4e00\u4e9b\u5f88\u68d2\u7684\u60f3\u6cd5\u3002\u800c Pragmatists \u8ddf Conservatives \u4e26\u4e0d\u662f geeks\uff0c\u4e26\u4e0d\u61c2\u6280\u8853\uff0c\u4f60\u9700\u8981\u66f4\u5c0f\u5fc3\u7684\u8046\u807d\uff0c\u8a18\u4f4f\u8981\u89e3\u6c7a\u4ed6\u5011\u7684\u554f\u984c\u800c\u4e0d\u662f\u63d0\u4f9b\u5f88\u70ab\u7684\u529f\u80fd\u3002\u5230\u4e86 Conservatives \u968e\u6bb5\u5247\u52d5\u4f5c\u8981\u6162\uff0c\u66f4\u6539\u4efb\u4f55\u529f\u80fd\u90fd\u8981\u6162\u6162\u4f86\u3002<\/p>\n

            \n
          1. Geek Gauntlets <\/li>\n<\/ol>\n

            \u5c0f\u5fc3geeks\u7684\u79d1\u6280\u504f\u898b<\/strong>\uff0cEarly Adopter\u7684feedback\u4e5f\u8981\u5c0f\u5fc3 (\u4e5f\u662fgeeks)\u3002\u4f8b\u5982\u559c\u597d\u7528\u6700\u65b0\u6280\u8853\u7b49\u7b49\u3002\u91cd\u9ede\u9084\u662f users\u3002<\/p>\n

              \n
            1. Be Careful where you build <\/li>\n<\/ol>\n

              \u5c0f\u5fc3\u5e73\u53f0 platform \u7684\u9078\u64c7 (\u9019\u88e1\u5ee3\u7fa9\u5305\u62ec Hardware,OS,Programming language,Class libraries,Components,Runtimes,Other Applications\u7b49)\uff0c\u7562\u7adf\u82e5\u628a\u623f\u5b50\u84cb\u5728\u6c99\u7058\u4e0a\uff0c\u5927\u96e8\u4e00\u4f86\u99ac\u4e0a\u5c31\u57ae\u4e86\u3002<\/p>\n

              \u5e73\u53f0\u7684\u529f\u80fd\u8d8a\u591a\u8d8a\u5927\u958b\u767c\u6642\u9593\u53ef\u4ee5\u8d8a\u77ed\uff0c\u4f46\u662f\u53ef\u80fd 1.\u6548\u80fd\u8b8a\u6162 2.\u6574\u5408\u6e2c\u8a66\u8b8a\u96e3 3.\u4f7f\u7528\u8005\u5b89\u88dd\u8b8a\u5197\u9577 4.\u900f\u904e\u5e73\u53f0\u7684\u505a\u6cd5\u8ddf\u4e00\u822c\u4e0d\u540c\uff0c\u4f8b\u5982 Java Swing\u7684GUI\u8ddfwindows native\u7684\u4e0d\u540c\u3002\u56e0\u6b64\u9084\u662f\u8981\u56de\u6b78\u5230 users \u7b2c\u4e00\u3002\u56e0\u6b64 .NET \u96d6\u597d\uff0c\u4f46\u4f5c\u8005\u4ecd\u5efa\u8b70\u7528C++&MFC\u3002\u820a\u6280\u8853\u4e26\u4e0d\u53ef\u6065\uff0c\u53ea\u8981\u5c0d\u4f7f\u7528\u8005\u6700\u597d\u3002\u8457\u91cd\u4f7f\u7528\u8005\u53cb\u5584\u8ddf\u559c\u597d\u662f\u7b2c\u4e00\u8003\u91cf\uff0c\u958b\u767c\u7684\u751f\u7522\u529b\u624d\u662f\u7b2c\u4e8c\u3002<\/strong><\/p>\n

              \u4f8b\u5982\u4f5c\u696d\u7cfb\u7d71\u7684\u9078\u64c7\uff0c\u7576\u7136\u652f\u63f4windows\u662f\u4e00\u5b9a\u8981\u7684\uff0cMacOS\u5176\u5be6\u53ef\u4ee5\u8003\u91cf\uff0c\u5e02\u5834\u4e26\u6c92\u6709\u60f3\u50cf\u4e2d\u7684\u5c0f\uff0c\u53ea\u662f\u4f60\u7522\u54c1\u8981\u505a\u7684 really pretty\uff0c\u81f3\u65bc Linux \u5c31\u4e0d\u8981\u8003\u616e\u4e86\uff0c\u5c24\u5176\u662f\u684c\u9762\u61c9\u7528\u7a0b\u5f0f\uff0c\u4f7f\u7528 Linux \u7684\u4eba\u4e0d\u4f46\u5c11\u800c\u4e14\u986f\u7136\u4e0d\u559c\u6b61\u82b1\u9322\u3002<\/p>\n

              20. The Game is Afoot <\/p>\n

              \u4f5c\u8005\u7528\u904a\u6232\u4f86\u6bd4\u55bb\u4e00\u4e9b\u7af6\u722d\u7b56\u7565\u8ddf\u73fe\u8c61:<\/p>\n