中國Apple iPhone的可能性

Apple iPhone Potential in China

出版商	Pearl Research
出版日期	2008年04月	商品編碼	68542
內容資訊	英文
價格	US $ 1500 Hard Copy US $ 2500 PDF by E-mail (Corporate Use License)

中國Apple iPhone的可能性 是由出版商Pearl Research在2008年04月所出版的。這份英文市場調查報告書價格從美金1500起跳。

擁有5億6,500萬行動電話利用者的中國對Apple而言是重要的市場。在受訪者當中，有68%知道iPhone這個品牌，購買時男性重視的是「實用性」，女性則是「女性化」及「設計」。此外，約500美元的價格是影響購買決策的負面因素。

本報告書內容包括：中國第1級、第2級都市的消費者450人為對象進行調查的結果、以其中24人為對象進行1對1訪談的結果、中國Apple iPhone的購買意願調查結果。內容綱要摘記如下：

Approximately 68% of our sample had heard of the iPhone. In our interviews, females were more likely to cite “trendiness” and “design” as a key factor in wanting to purchase an iPhone while males cited “utility” as the chief reason.
The high price tag of $500 or more was the most mentioned reason for disinterest in purchasing an iPhone along with Apple' s inexperience in mobile phones. The iPhone' s high profile has spawned Chinese copycats that duplicate iPhone' s features at a fraction of the price, retailing for $200 to $300. Pearl Research believes the popularity of these copycat phones could cut into market share for the official iPhone.
A key selling point for the iPhone is the ease through which users can intuitively surf the Internet on a touch-screen. However, this selling point of mobile Internet has less resonance in China. Through interviews with consumers, we found that most users do not use the mobile Internet extensively due to carriers' high costs for these services.
Approximately 88% of iPod owners expressed interest in the iPhone. The iPod has created a consumer segment in China familiar with Apple products. Appealing to users beyond this core group of users remains a challenge for Apple, if it decides to release the iPhone in China.

The study is based on 450 online survey respondents and 24 in-depth one-on-one interviews across both first- and second-tier cities in China.

Apple iPhone Features
Background
Methodology
Key Findings: Purchase Intent
Iphone' s Potential in China
iPhone' s “Cool” Factor Drives Consumer Interest
Apple is an Emerging Brand in China
Interface Draws Mix Reviews
Attack of the Clones
Mobile Internet Not Widely Used
A taste for high-end cell phones across income groups
Conclusions
Interview with Wu Zheng Hong, an employee at an unofficial iPod store in Beijing