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在数字媒体时代,品牌不再是形象,甚至不再是创意,而是一种平台;最成功的品牌越来越拥有开放的架构,不仅仅允许消费者积极参与,更鼓励消费者积极参与。2010年11月4日,微软公司推出了Kinect,这是一款面向其Xbox视频游戏机的体感设备。它很快成为了有史以来最畅销的电子设备,在不到短短两个月的时间里狂卖800万台。后来,破解高手开始捣鼓这款设备,用它来实现微软从来没想过的功能。这种侵权行为通常会招来措辞严厉的停止侵权通知函和高昂的律师费用,但这一回微软采取了不一样的做法。微软而是发布了软件开发工具包(SDK)帮助外人改动其产品,还启动了
In the era of digital media, the brand is no longer an image, no longer an idea, but a platform. The most successful brands are more and more open-architecture, which not only allows consumers to actively participate but also encourages active participation of consumers. On November 4, 2010, Microsoft introduced Kinect, a somatosensory device for its Xbox video game console. It quickly became the best-selling electronic device ever sold in 2008, spending as much as 8 million units in less than two months. Later, the crack master started crunching this device, use it to achieve Microsoft never thought of function. This infringement often leads to harsh language to stop the infringement letter of notification and high cost of lawyers, but this time Microsoft has taken a different approach. Instead, Microsoft released a software development kit (SDK) to help outsiders change their products and started