????上周五,，亞馬遜公司（Amazon）宣布,，客戶現(xiàn)在可以正式把價值79美元的“亞馬遜尊享會員資格”當(dāng)做禮物送給別人。這是亞馬遜趕在假日季正式開始前推出的新舉措,。

????用戶只需要把“亞馬遜尊享會員資格”放入網(wǎng)上購物車,，輸入接收者的電子郵件地址，再選擇一個虛擬送貨時間就行了,。

????亞馬遜尊享會員服務(wù)2005年首次推出時曾經(jīng)因為它的送貨時間只需兩天而名聲大噪,。不過后來，它的服務(wù)領(lǐng)域就大大擴(kuò)展了,，提供41,000部流媒體電影和電視節(jié)目,，還能借35萬本Kindle電子書【而現(xiàn)在送貨服務(wù)可能更具吸引力了，因為亞馬遜最近宣布與經(jīng)營慘淡的美國郵政（U.S. Post Office）合作,，可無需額外付費就能享用周日送貨服務(wù)】,。

????這個送禮計劃是亞馬遜公司增加會員人數(shù)的又一捷徑。據(jù)晨星股票研究公司（Morningstar Equity Research）稱,，尊享會員的潛在消費金額是非會員的兩倍,，還更經(jīng)常購買更貴的商品，同時他們也對亞馬遜種類繁多的服務(wù)和產(chǎn)品更為關(guān)注,。

????2011年2月,，尊享會員資格中新增了“尊享即時視頻”（Prime Instant Video）這項服務(wù)。所有會員都能在亞馬遜網(wǎng)站上下載上萬部流媒體電影和電視片段,。盡管即時視頻的內(nèi)容容量一開始落后于網(wǎng)飛（Netflix）,，但據(jù)美銀美林（Bank of America Merrill Lynch）的一名分析師賈斯汀?坡斯特稱，亞馬遜公司為了增加視頻供應(yīng)量不惜砸入重金,，與維亞康姆公司（Viacom）,、PBS和米拉麥克斯電影公司（Miramax）等企業(yè)簽約購買內(nèi)容，是一項野心勃勃,、將耗資11億美元的大戰(zhàn)略,。

????和對手一樣，亞馬遜也正借助它安插在好萊塢的前哨“亞馬遜工作室”（Amazon Studios）投資開發(fā)原創(chuàng)內(nèi)容,。它第一部由約翰?古德曼主演的原創(chuàng)劇集《阿爾法屋》（Alpha House）本月初推出,，將在播出三集后只對尊享會員播放。據(jù)坡斯特稱,，隨著視頻內(nèi)容慢慢變得更富吸引力,，“尊享即時視頻”能推動更多人接受這項服務(wù)并留住他們。尊享即時視頻服務(wù)收費比對手更低：在美國每月只需6.67美元，而網(wǎng)飛的收費是7.99美元,。

????這種策略很奏效,。盡管亞馬遜不愿透露會員數(shù)量，但據(jù)晨星今年年初估計,，2012年年底尊享服務(wù)的會員數(shù)已達(dá)到1千萬人,，而到2017年將達(dá)2500萬人（據(jù)報道，2011年秋季尊享會員人數(shù)還僅在300萬到500萬之間）,。韋德布什證券公司（Wedbush Securities）分析師邁克爾?帕赫特將這樣的狂飆突進(jìn)歸功于亞馬遜公司的內(nèi)容策略,，它使尊享服務(wù)現(xiàn)在“遠(yuǎn)比”網(wǎng)飛“更具競爭力”。

????尊享服務(wù)本身并不賺錢,，但這個項目和亞馬遜的許多其他業(yè)務(wù)一樣,，都是杰夫?貝佐斯為達(dá)到長期戰(zhàn)略目標(biāo)的手段。通過尊享服務(wù),，亞馬遜希望能提升客戶的忠誠度,。這樣，網(wǎng)上購物者就能習(xí)慣兩天或是某些情況下一天送達(dá)的快遞服務(wù),；同樣地,，一旦客戶習(xí)慣了亞馬遜的電影電視和電子書服務(wù)，就很難想象他們還會去別處購買這些服務(wù),，或者費這種心了,。

????在亞馬遜的大規(guī)劃中，贈送尊享會員資格這個舉措僅僅是另一個吸引潛在客戶的小手段（畢竟,，尊享會員多年來早就可以免費和最多四個其他“家庭成員”共享會員資格了）,。所以這個最新做法能否大幅增加尊享會員人數(shù)還值得探討。但是無可否認(rèn),，就這個嘗試而言,，亞馬遜確實顯得雄心勃勃。（財富中文網(wǎng)）

????譯者：清遠(yuǎn)

????Last Friday, Amazon (AMZN) announced customers can now officially give others a $79 Amazon Prime membership -- a move that came just before the official start of holiday season.

????Users simply add an Amazon Prime membership to their online cart, enter the recipient's email address, then select a virtual delivery date.

????When it debuted in 2005, Prime was notable for two-day shipping. But the loyalty program has long since expanded into an umbrella of services, offering streaming access 41,000 movies and TV shows and lending access to 350,000 Kindle e-books. (The first point may be even more appealing now, given Amazon's recently announced partnership with the ailing U.S. Post Office to allow Sunday delivery of packages for no extra cost to customers.)

????The gifting option is yet another way for the company to increase membership. Not only are Prime members likely to spend twice as much on goods as non-members, buy more often and buy more expensive items, according to Morningstar Equity Research, they're also exposed to Amazon's broad range of businesses.

????Launched in February 2011, Prime Instant Video was added to Prime membership. Any Prime member could stream thousands of movies and TV episodes on Amazon's site. Although Instant Video's content selection initially lagged behind Netflix's (NFLX), Amazon has invested heavily in growing its catalog, inking deals with companies like Viacom (VIA), PBS, and Miramax films, in an aggressive strategy that will cost the company $1.1 billion, according to Justin Post, a Bank of America Merrill Lynch analyst.

????And just like the competitors, the company is also investing in original content with the Hollywood development arm, Amazon Studios. Its first original series, Alpha House with John Goodman, debuted earlier this month and will be exclusive to Prime members after the first three episodes. According to Post, Prime Instant Video has helped drive adoption and retain users as content slowly becomes more compelling. It also costs less than the competition: Broken out, Prime is just $6.67 per month in the U.S. vs. Netflix's $7.99.

????It's working. While the company does not disclose numbers, investment research firm Morningstar estimated earlier this year that Prime had 10 million members by the end of 2012 and projects that number could rise to 25 million by 2017. (For context, Prime members reportedly numbered between 3 million and 5 million in fall 2011.) Michael Pachter, a Wedbush Securities analyst, chalks up the increase due to the company's content deals, which now make Prime "far more competitive" with Netflix.

????Prime on its own is not a moneymaker, but the program, like so many other parts of the company's business is a means to an end in Jeff Bezos's long-term strategy. In Prime, Amazon wants to bolster customer loyalty, so online shoppers accustomed to two-day, or in some cases, same-day shipping, as well as the company's movie, TV and e-book services, either can't imagine going anywhere else or just can't be bothered to.

????In the big scheme, gifting a Prime membership, is merely another small potential customer acquisition tool. (After all, Prime subscribers have been able to share their memberships for free with up to four other "household members" for years.) So whether this latest move will significantly add to Prime's user base is debatable. But there's little denying the company's aggression when it comes to trying.