調(diào)查稱(chēng)平板電腦總體滿(mǎn)意度下降 低價(jià)成買(mǎi)家首要考慮
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????如果你是蘋(píng)果（Apple）首席執(zhí)行官蒂姆?庫(kù)克，你們公司所銷(xiāo)售的是市場(chǎng)上售價(jià)最高的各類(lèi)計(jì)算設(shè)備,，那你必須高度關(guān)注消費(fèi)者滿(mǎn)意度調(diào)查——用庫(kù)克的話說(shuō),，是“客戶(hù)滿(mǎn)意度”。 ????然而,，去年秋天，蘋(píng)果遭遇了挫折,，這家公司在庫(kù)克常常提到的JD Power滿(mǎn)意度評(píng)級(jí)中輸給了三星（Samsung）,。 ????不過(guò)，去年秋天的那次評(píng)級(jí)有些令人摸不著頭腦：iPad明明獲得了22顆星卻屈居第二,，而三星僅獲得了18顆星卻摘得桂冠,。（參見(jiàn)J.D. Power的模糊數(shù)學(xué)。） ????在市場(chǎng)調(diào)查機(jī)構(gòu)JD Power于上周三進(jìn)行的后續(xù)調(diào)查中,，蘋(píng)果奪回了冠軍寶座,。不過(guò)，較之此前蘋(píng)果在五個(gè)類(lèi)別中有四個(gè)類(lèi)別獲得五星滿(mǎn)分的出色表現(xiàn),，其領(lǐng)先優(yōu)勢(shì)有所縮?。ù舜翁O(píng)果得分830，而三星得分822）,。 ????我們?nèi)ツ昵锾炝私獾?，JD Power評(píng)級(jí)中評(píng)分與排名相矛盾的原因在于，本文所附的兩張圖表展示的完全是兩碼事,。兩張圖表的根據(jù)都是對(duì)2,513位平板用戶(hù)的調(diào)查,，受訪者對(duì)自己在五個(gè)領(lǐng)域的體驗(yàn)進(jìn)行評(píng)分，滿(mǎn)分為1000分,。 ????JD Power所關(guān)心的結(jié)果已經(jīng)在它的新聞稿中用柱狀圖展示出來(lái)了,，是通過(guò)將調(diào)查中的各類(lèi)別評(píng)分與各類(lèi)別權(quán)重相乘得出的結(jié)果。各類(lèi)別的權(quán)重分別為：性能（ 28％）,、操作方便性（22％）,、功能（22％）、造型和設(shè)計(jì)（17％）,、價(jià)格（11％）,。 |
????If you're Tim Cook, Apple (AAPL) CEO, and you sell the most expensive computing device in every category in which you compete, you have to pay a lot of attention to surveys of consumer satisfaction -- or, as Cook calls it, "customer sat." ????So it was a setback last fall when Apple lost to Samsung in one of those J.D. Power satisfaction ratings that Cook so often cites. ????It was also something of a mystery: The iPad had scored 22 gold stars to Samsung's 18 but somehow came in second. (See J.D. Power's fuzzy math.) ????In the follow-up survey J.D. Power published Wednesday, Apple retook the lead -- albeit by a narrower margin (830 to Samsung's 822) than suggested by the five gold stars it scored in four of five categories. ????The reason for the discrepancy, as we learned last fall, is that the two attached charts show very different things. Both are based on a survey of 2,513 tablet owners who were asked to rank, on a scale of 1,000, their experience in those five categories. ????The results J.D. Power cares about -- the ones cited in its press release and illustrated by the bar chart -- are derived by multiplying the survey results by a weighting factor: Performance (28%); ease of operation (22%); features (22%); styling and design (17%); and cost (11%). |
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????上方圖表中那些黃色“Power圓圈”也源自同一份平板調(diào)查，但不反映原本0到1000分的評(píng)分,。相反,，它們表現(xiàn)的是各公司產(chǎn)品在同類(lèi)產(chǎn)品中的相對(duì)地位，比如“名列前茅”、“表現(xiàn)平平”等,。 ????這樣一套系統(tǒng)通常行之有效,。但有時(shí)也會(huì)出現(xiàn)自相矛盾的情況：Power圓圈得出的結(jié)論與總體評(píng)級(jí)得出的結(jié)論相沖突，去年秋天就是如此,，其實(shí)今年春天也是,，只不過(guò)程度有所減輕。 ????不出所料,，在此類(lèi)調(diào)查中,，蘋(píng)果在“價(jià)格”類(lèi)別的評(píng)分不高。不過(guò),，蒂姆?庫(kù)克可能對(duì)JD Power的最新重要發(fā)現(xiàn)感到滿(mǎn)意： ????? 低價(jià)是2014年用戶(hù)選擇平板時(shí)的首要考慮,，25％的平板用戶(hù)稱(chēng)，價(jià)格是自己選擇目前所用平板品牌的首要原因,，而2013年這一比例僅為21％,。 ????? 2012年以來(lái)，平板電腦的平均購(gòu)買(mǎi)價(jià)下降了53美元（2014年為337美元,，而2012年為390美元）,。 ????? 總體滿(mǎn)意度下降了18分（總分為1000分），從2012年的853分下降到了2014年的835分,。（財(cái)富中文網(wǎng)） ????譯者：項(xiàng)航 |
????Those gold "Power Circles" in the top chart are derived from the same tablet survey, but don't reflect the original 0 to 1,000 scale. Rather, they show where each company's products stand relative to its competitors -- "among the best," "about average," etc. ????This system usually works pretty well. But from time to time, signals get crossed: The Power Circles say one thing and the overall rating says another, as they did last fall and, to a lesser extent, this spring. ????Cost, not surprisingly, is what hurts Apple in these surveys. But Tim Cook can take some satisfaction of his own in J.D. Power's latest key findings: ????? Lower price is the No.1 reason for tablet choice in 2014, with 25 percent of current tablet owners citing price as the main reason for selecting their current brand, compared with 21 percent in 2013. ????? Since 2012, the average purchase price of a tablet has decreased by $53 ($337 in 2014 vs. $390 in 2012). ????? Overall satisfaction has decreased by 18 points to 835 on a 1,000-point scale in 2014 from 853 in 2012. |
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