고객Lock-in(고착화)의 개념과 예시
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고객고착화의 개념과 사례 레포트입니다.목차
1. Introduction2. Apple`s lock-in effect strategies
* Closer Look for iPod, iPhone
3. Analysis on ‘Apple Effect’
1) Value Position
2) Supplier Power
3) Consumer Power
4) Threat of New Entrants
4. SWOT Analysis
- Strength, Weakness, Opportunity, Threat
5. Summary
6. Reference
본문내용
1. IntroductionEven though other better services and goods are produced, consumers keep using certain services and goods constantly because they already got used to old items. Investment money, opportunity cost, and switching cost also yield the same result. This phenomenon is ‘Lock-in effect’.
In the economic science become as?lock-in effect?(of?ton lock in: include, lock up) costs designation, which makes change of the current situation. Lock-in effects can be problematic, if they are forced to perform lossy behavior, in order to turn st uneconomic ill larger losses away.
<중 략>
Although iPhone is enjoying astonishing popularity among the Korean consumers, some of its weaknesses can be found compared to other competitors’ products. First, the A/S(After Service) system in Korea is not fully guaranteed in Korea, so it is relatively hard for consumers to purchase official A/S. Consumers would rather visit ‘Un-official’ repair retail shop which does not has verified certification of the machine, and this point affects its current potential consumers to move away to another company. Also, the point that can be the main feature of the iPhone can also be the main weak point of itself, a non-disorganizing battery. So different from other competitors’ product, the iPhone will adopt just one battery during its usage permanently. These two main weak points plays a main role to dilute its strong lock-in effect. Sometimes even push away its existing customers.
참고 자료
Christiantoday, 2009.10.05, Lee chang-wonTips on being an Apple Fanboy, 2007-07-06,
http://theappleblog.com/2007/07/06/five-lesser-known-tips-on-how-to-be-an-apple-fanboy/
iTunes sells 25% of all music in the US, 69% of digital, ,2009-08-18, Apple Inc.
http://arstechnica.com/apple/news/2009/08/itunes-sells-25-of-all-music-in-the-us-69-of-digital.ars, http://www.economypoint.org