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1、MP3市场用户喜爱度和价格分析报告近年来，MP3播放器的出现可谓掀起了随身听领域的一场革命，且随着市场逐步完善和规范，MP3播放器无论从技术方面，还是价格方面都已趋于成熟。据ZOL数据中心2003年8月的调查显示，暑期期间在一定程度上带动了整个国内MP3市场的进展，并促使一部分产品价格略有下滑；而从品牌格局方面看，几大国内和韩国品牌依然占据了相当高的知名度，用户对国内品牌的关注度有增无减。 本次调查的样本回收情况如下：总样本量为137704份，有效样本量为131110份，有效样本率高达95.2%。 一、国内MP3市场品牌格局分析 由于MP3技术含量并不是很高，因此对于国外品牌来说，虽然其在如数
2、码相机、数码摄像机等数码领域拥有绝对技术优势，但在MP3市场里国外品牌却很难凸显出来。相反，国内品牌得益于在产品、品牌和渠道等方面的成功运作，在MP3市场一路高歌猛进，成为MP3市场不可小觑的力量。 根据ZOL数据中心调查显示，在2003年8月用户最关注和喜爱的十大MP3品牌中国内品牌共占据了六个席位。华旗资讯自有品牌爱国者再次以16.5%的关注比例将最受用户关注和喜爱的MP3品牌称号收归门下，这也是爱国者连续三次蝉联关注排行榜首位置。另一国内品牌蒙恬以11.7%的关注比例位居第二位，而两大韩国品牌现代和三星分列第三、四位。具体品牌关注排名可见图1。 爱国者再次力拔头筹主要得益于为用户量身定制
3、的丰富的产品线和有效的品牌推广。目前，爱国者产品定位分经典、时尚、经济、实用等多种类型，且还针对不同消费者推出不同产品，如专为男性消费者打造的月光宝盒MP3 P系列、适用学生的月光宝盒电子词典DM系列等。另外，华旗资讯还从渠道和服务建设方面对其进行全面推广。在渠道建设方面，除重点建设北京、上海、广州和南京几个城市的销售渠道外，还通过代理、分销等形式开拓西南、西北、华东、东北、新疆等地区；在服务建设方面，华旗资讯在全国范围推出了“阳光服务”。凭借丰富的产品线及完善的渠道、服务建设，华旗资讯的爱国者品牌受到众多用户的认可。 对于位居第二的蒙恬来说，自2002年推出WeWa! 系列MP3以来便受到众
4、多用户关注，并且，为更好的开拓中国市场，蒙恬开展了系列市场推广活动。在8月期间，蒙恬举行了“以旧换新双重优惠”活动，另外，还赞助广州市旅游局开办音乐派对等。蒙恬对市场的积极开拓使其再次保持在关注度排行第二的位置。 比较近两月最受用户关注和喜爱的十大MP3品牌关注排行发现，关注度较高、排名居前的品牌用户忠诚度较高，且关注度也比较稳定，而排名在后的品牌关注度变化则较为频繁。详细变化可见表1所示。 从上表可见，爱国者、蒙恬、现代和三星稳固在关注排行前四的位置，并且由于爱国者、蒙恬和现代在本月的关注比例都有所上升，因此使得四大品牌的累计关注比例比7月高出了约3.7个百分点。 联想、LG和朝华数码在本月
5、的关注排行都有所上升，特别是朝华数码从7月的第十二位升至第九位，再次入围最受用户关注和喜爱的十大MP3品牌之列。与该三大品牌相比，台电和亚迅的关注度在本月有所下滑，其中，台电排行下降一位，而亚迅则下降两位，落居第八位。 总体来看，当技术不再成为发展的瓶颈时，国内品牌本土运作的优势便可充分显现出来。在8月，用户对国内MP3品牌的关注和喜爱度有增无减，在前十大最受用户关注和喜爱的MP3品牌中，国内品牌与国外品牌的关注比例之比达到了1.7：1。不仅先入者如爱国者等保持稳定的发展态势，而且一些新秀如朝华数码等也表现出强劲的增长势头。 二、关注产品分析 在对产品的关注调查中，爱国者、三星、现代、明基和蒙
6、恬五大品牌都有产品入围最受用户关注和喜爱的前十款MP3之列，其中，现代以入围四款产品而成为本月入围产品数量最多的厂商。但从入围的产品型号和排名看，多款产品关注指数并未发生明显变化，甚至产品排名都未发生改变。产品关注排行请见图2。 与7月相比，最受用户关注和喜爱的前三款MP3保持不变，仍然为爱国者月光宝盒MP3 V128、三星YP-55H（128M）和现代E音素，不过三者的关注指数差距有所扩大。作为爱国者V系列的主打产品，月光宝盒MP3 V128关注度逐月递增，这已是V128第三次位居最受用户关注和喜爱的MP3榜首位置。三星YP-55H（128M）和现代E音素则属于市场定位完全不同的产品。三星Y
7、P-55H（128M）集收、录、放于一体，拥有高品质、高性能，虽然价位达到千元以上，但仍受到用户的极大关注。与YP-55H不同，现代E音素则属于低端的MP3产品，只附带简便的MP3功能，但由于其价位低廉也一直保持在关注排行前三的位置。 在本月关注排行未发生变化的还有两款现代产品，分别为现代HY-202和F5H308（128MB），排名依然位居第八位和第十位。至此，本月入围的十款产品中排名未发生变化的达到了五款，占据一半比例，而在其余的五款产品中，既有新入围产品也有排名发生改变的产品。 新入围的产品一款为现代HY-300，另一款为蒙恬WeWa P668（天籁之音）。现代HY-300是2003年二
8、季度上市的新品，其上市后关注指数直线上升，在本月跃居至第七位。而蒙恬WeWa P668则是其天籁之音系列产品之一，除拥有音乐播放功能外，还有FM收音、语音复读、移动存储等功能，从而满足要求高的用户。WeWa P668（天籁之音）在本月位居至第九位。 排名发生提升的为爱国者另两款入围产品月光宝盒MP3 V128plus和V64，分别上升了三位和四位。V128plus比V128增加了支持免驱动的热插拔功能，本月该产品价格下降幅度较大，与V128的价格差仅在100元左右，价格的下降促使该产品关注度的提升。同样，V64的关注度提升的原因也在一定程度上源于其价格的下浮，虽然容量只有64MB，但不到500
9、元的报价仍使不少用户心动。 以下从产品的主要参数对十款产品进行分析，产品主要参数一览表如表2所示。 容量方面，128MB仍占据主要地位，十款产品中共有八款产品容量达到128MB，而64MB产品由于价格低廉也有两款产品入围。总体来看，128MB仍是居于市场主流地位，而对于更高容量的256MB产品市场容量相对低些，其要步入市场主流尚需时日。 从MP3类型看，拥有收录放功能的MP3数量明显增多，目前已达到四款产品，两款新入围的现代HY-300和WeWa P668（天籁之音）均为收录放一体机，至此，MP3类型大致呈现出录放和收录放MP3双分天下的局面，且从远期发展看，收录放MP3的发展将快于录放MP3
10、。 电池方面，虽然可充电锂电池被不少用户看中，但从厂商角度看，众厂商推出的产品仍多以一次性电池为主，因此电池方面可充电锂电池占据数量较少，在本月入围的十款产品中仅有两款为可充电锂电池，其余均配备7号电池。 三、价格分析 为掌握8月MP3市场的价格走势，ZOL数据中心抽取了市场上主要销售的21个品牌共193款MP3型号进行价格分析。根据调查统计，2003年8月份国内MP3市场的整体价格呈现下降趋势，前三周价格降幅较小，而临近月底时，价格降幅有所扩大。整体市场价格走势如图3所示。 在月初期间，厂商往往是新制订的策略刚开始实施，因此在此阶段产品价格一般变动较小，而在经历过一段时间的新策略运作后，面对
11、新出现的情况或其他厂商的跟进，厂商需要重新制订新的策略，这时产品价格波动较大。从图中可见，在8月的前三周，价格变化非常平缓，第2周和第3周的降幅均未超过1%，而从8月下旬开始，厂商需要重新定夺原有策略并拟定新的对策，因此产品价格开始出现明显变化，根据统计结果，第4周整体市场价格比第3周低了近2.5个百分点。 从发生价格变动的产品看，21个品牌中出现价格波动的并不多，以爱国者、现代、创新等几大品牌为主，其中又尤以爱国者产品变动量最大。爱国者约有14款产品价格发生降价，产品以录放128M为主，其余类型的则少有变动。另外，现代和创新也有数款产品发生降价。总体看来，产品发生上涨的很少，整个市场的基调主
12、要是降价为主。 对于MP3市场来说，128MB是目前市场主流，而64MB仍有相当容量，256MB则是未来的发展趋势，因此，为清晰反映三种容量MP3的价格走势，ZOL数据中心对三类MP3的价格变动幅度进行统计。如图4所示。 从图中可见，64MB、128MB容量的MP3价格都趋于下降，而256MB价格则有所上涨。三者的价格变动表现在：64MB MP3在第2周和第3周价格降幅一直低于128MB MP3，从第3周开始，64MB的价格变动幅度略有增大，从而在第4周64MB MP3和128MB MP3降幅相同，都达到2%。256MB从第2周开始价格略有上涨，不过其整体涨幅较小，在第3周涨幅达到0.5%，而
13、后保持价格不变状况。 综上所述，MP3市场的巨大潜力吸引了众多国内外厂商加入，厂商数目的增多在很大程度上刺激了市场的竞争激烈程度，同时也推动了整个市场在产品技术、功能等方面的创新和进步，当然，对于众厂商来说，对付竞争对手除了在产品方面有所革新外，采取市场促销、降价等方式也是必不可少的手段Editors note: Judson Jones is a meteorologist, journalist and photographer. He has freelanced with CNN for four years, covering severe weather from tornadoe
14、s to typhoons. Follow him on Twitter: jnjonesjr (CNN) - I will always wonder what it was like to huddle around a shortwave radio and through the crackling static from space hear the faint beeps of the worlds first satellite - Sputnik. I also missed watching Neil Armstrong step foot on the moon and t
15、he first space shuttle take off for the stars. Those events were way before my time.As a kid, I was fascinated with what goes on in the sky, and when NASA pulled the plug on the shuttle program I was heartbroken. Yet the privatized space race has renewed my childhood dreams to reach for the stars.As
16、 a meteorologist, Ive still seen many important weather and space events, but right now, if you were sitting next to me, youd hear my foot tapping rapidly under my desk. Im anxious for the next one: a space capsule hanging from a crane in the New Mexico desert.Its like the set for a George Lucas mov
17、ie floating to the edge of space.You and I will have the chance to watch a man take a leap into an unimaginable free fall from the edge of space - live.The (lack of) air up there Watch man jump from 96,000 feet Tuesday, I sat at work glued to the live stream of the Red Bull Stratos Mission. I watche
18、d the balloons positioned at different altitudes in the sky to test the winds, knowing that if they would just line up in a vertical straight line we would be go for launch.I feel this mission was created for me because I am also a journalist and a photographer, but above all I live for taking a lea
19、p of faith - the feeling of pushing the envelope into uncharted territory.The guy who is going to do this, Felix Baumgartner, must have that same feeling, at a level I will never reach. However, it did not stop me from feeling his pain when a gust of swirling wind kicked up and twisted the partially
20、 filled balloon that would take him to the upper end of our atmosphere. As soon as the 40-acre balloon, with skin no thicker than a dry cleaning bag, scraped the ground I knew it was over.How claustrophobia almost grounded supersonic skydiverWith each twist, you could see the wrinkles of disappointm
21、ent on the face of the current record holder and capcom (capsule communications), Col. Joe Kittinger. He hung his head low in mission control as he told Baumgartner the disappointing news: Mission aborted.The supersonic descent could happen as early as Sunday.The weather plays an important role in t
22、his mission. Starting at the ground, conditions have to be very calm - winds less than 2 mph, with no precipitation or humidity and limited cloud cover. The balloon, with capsule attached, will move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. It wi
23、ll climb higher than the tip of Mount Everest (5.5 miles/8.85 kilometers), drifting even higher than the cruising altitude of commercial airliners (5.6 miles/9.17 kilometers) and into the stratosphere. As he crosses the boundary layer (called the tropopause), he can expect a lot of turbulence.The ba
24、lloon will slowly drift to the edge of space at 120,000 feet (22.7 miles/36.53 kilometers). Here, Fearless Felix will unclip. He will roll back the door.Then, I would assume, he will slowly step out onto something resembling an Olympic diving platform.Below, the Earth becomes the concrete bottom of
25、a swimming pool that he wants to land on, but not too hard. Still, hell be traveling fast, so despite the distance, it will not be like diving into the deep end of a pool. It will be like he is diving into the shallow end.Skydiver preps for the big jumpWhen he jumps, he is expected to reach the spee
26、d of sound - 690 mph (1,110 kph) - in less than 40 seconds. Like hitting the top of the water, he will begin to slow as he approaches the more dense air closer to Earth. But this will not be enough to stop him completely.If he goes too fast or spins out of control, he has a stabilization parachute t
27、hat can be deployed to slow him down. His team hopes its not needed. Instead, he plans to deploy his 270-square-foot (25-square-meter) main chute at an altitude of around 5,000 feet (1,524 meters).In order to deploy this chute successfully, he will have to slow to 172 mph (277 kph). He will have a r
28、eserve parachute that will open automatically if he loses consciousness at mach speeds.Even if everything goes as planned, it wont. Baumgartner still will free fall at a speed that would cause you and me to pass out, and no parachute is guaranteed to work higher than 25,000 feet (7,620 meters).It mi
29、ght not be the moon, but Kittinger free fell from 102,800 feet in 1960 - at the dawn of an infamous space race that captured the hearts of many. Baumgartner will attempt to break that record, a feat that boggles the mind. This is one of those monumental moments I will always remember, because there
30、is no way Id miss this.Editors note: Judson Jones is a meteorologist, journalist and photographer. He has freelanced with CNN for four years, covering severe weather from tornadoes to typhoons. Follow him on Twitter: jnjonesjr (CNN) - I will always wonder what it was like to huddle around a shortwav
31、e radio and through the crackling static from space hear the faint beeps of the worlds first satellite - Sputnik. I also missed watching Neil Armstrong step foot on the moon and the first space shuttle take off for the stars. Those events were way before my time.As a kid, I was fascinated with what
32、goes on in the sky, and when NASA pulled the plug on the shuttle program I was heartbroken. Yet the privatized space race has renewed my childhood dreams to reach for the stars.As a meteorologist, Ive still seen many important weather and space events, but right now, if you were sitting next to me,
33、youd hear my foot tapping rapidly under my desk. Im anxious for the next one: a space capsule hanging from a crane in the New Mexico desert.Its like the set for a George Lucas movie floating to the edge of space.You and I will have the chance to watch a man take a leap into an unimaginable free fall
34、 from the edge of space - live.待添加的隐藏文字内容2The (lack of) air up there Watch man jump from 96,000 feet Tuesday, I sat at work glued to the live stream of the Red Bull Stratos Mission. I watched the balloons positioned at different altitudes in the sky to test the winds, knowing that if they would just
35、 line up in a vertical straight line we would be go for launch.I feel this mission was created for me because I am also a journalist and a photographer, but above all I live for taking a leap of faith - the feeling of pushing the envelope into uncharted territory.The guy who is going to do this, Fel
36、ix Baumgartner, must have that same feeling, at a level I will never reach. However, it did not stop me from feeling his pain when a gust of swirling wind kicked up and twisted the partially filled balloon that would take him to the upper end of our atmosphere. As soon as the 40-acre balloon, with s
37、kin no thicker than a dry cleaning bag, scraped the ground I knew it was over.How claustrophobia almost grounded supersonic skydiverWith each twist, you could see the wrinkles of disappointment on the face of the current record holder and capcom (capsule communications), Col. Joe Kittinger. He hung
38、his head low in mission control as he told Baumgartner the disappointing news: Mission aborted.The supersonic descent could happen as early as Sunday.The weather plays an important role in this mission. Starting at the ground, conditions have to be very calm - winds less than 2 mph, with no precipit
39、ation or humidity and limited cloud cover. The balloon, with capsule attached, will move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. It will climb higher than the tip of Mount Everest (5.5 miles/8.85 kilometers), drifting even higher than the cruis
40、ing altitude of commercial airliners (5.6 miles/9.17 kilometers) and into the stratosphere. As he crosses the boundary layer (called the tropopause), he can expect a lot of turbulence.The balloon will slowly drift to the edge of space at 120,000 feet (22.7 miles/36.53 kilometers). Here, Fearless Fel
41、ix will unclip. He will roll back the door.Then, I would assume, he will slowly step out onto something resembling an Olympic diving platform.Below, the Earth becomes the concrete bottom of a swimming pool that he wants to land on, but not too hard. Still, hell be traveling fast, so despite the dist
42、ance, it will not be like diving into the deep end of a pool. It will be like he is diving into the shallow end.Skydiver preps for the big jumpWhen he jumps, he is expected to reach the speed of sound - 690 mph (1,110 kph) - in less than 40 seconds. Like hitting the top of the water, he will begin t
43、o slow as he approaches the more dense air closer to Earth. But this will not be enough to stop him completely.If he goes too fast or spins out of control, he has a stabilization parachute that can be deployed to slow him down. His team hopes its not needed. Instead, he plans to deploy his 270-squar
44、e-foot (25-square-meter) main chute at an altitude of around 5,000 feet (1,524 meters).In order to deploy this chute successfully, he will have to slow to 172 mph (277 kph). He will have a reserve parachute that will open automatically if he loses consciousness at mach speeds.Even if everything goes
45、 as planned, it wont. Baumgartner still will free fall at a speed that would cause you and me to pass out, and no parachute is guaranteed to work higher than 25,000 feet (7,620 meters).It might not be the moon, but Kittinger free fell from 102,800 feet in 1960 - at the dawn of an infamous space race that captured the hearts of many. Baumgartner will attempt to break that record, a feat that boggles the mind. This is one of those monumental moments I will always remember, because there is no way Id miss this.
