毕业论文-HTC智能手机营销策略研究.doc

HTC智能手机营销策略研究 中 文 摘 要 很难想象HTC目前的状况有多糟糕。这家经过多年奋斗、开创智能手机时代的公司之一，在去年已经被台湾50指数移除，衰败速度令人咋舌。那么在HTC创立15年间，究竟发生了什么让这家曾经的智能巨头到如此岌岌可危的境地？ 2011年，随着三星、摩托罗拉等更多厂商加入Android领域，HTC也已经意识到竞争的加剧，试图通过多元化投资来保持领先位置。HTC奇特而失败 终于，HTC意识到品牌问题，推出了“HTC One”系列，希望该系列能够重新夺回高端智能手机市场。但显然，三星Galaxy S、Note和苹果iPhone系列已经占据了大部分的高端手机市场份额，同时HTC也再次错误地高估了Ultrapixel摄像头的实力，致使One系列的表现一代不如一代。 本文以HTC的营销策略策略策略的地步定位力度不够，甚至忽略营销的重要性，低调的品牌定位P营销营销定价、市场推广、品牌服务三大方面营销力度 关键词：营销 产品定位 营销策略 品牌服务 Abstract How bad it is hard to imagine that HTCs current situation.The after years of struggle, creating the smartphone era, one of the companies, in the last year has been removed Taiwan 50 index, decline speed is breathtaking.So in HTC was founded 15 years, what happened to the former intelligent giant to such a precarious position? In 2011, with more manufacturers such as samsung, and MOTOROLA to join the Android, HTC has also realized the competition, trying to keep the leading position through diversification..In contrast, apple and samsung, all kinds of acquisitions are played a vital role in the development.The key factor of HTC failure, however, is a bad marketing strategy. First of all, the obscure naming is the first marketing of HTC problem, lack of outstanding brand effect.In 2012, samsung smartphone growth rate is as high as 300%, apple has achieved 200% growth, and the lack of well-known flagship model of HTC, but almost just marking time.Bad way of naming and multifarious series make consumers feel confused: Desire, ChaCha, Incredible, since, Evo, Vivid, Velocity,Try to ask which model can you still remember? Finally, HTC realized brand, launched the HTC One series, hope that the series can recapture the high-end smartphone market.But obviously, samsung Galaxy S, Note and apple iPhone series have occupied most of the high-end mobile phone market, HTC also mistakenly again overestimated Ultrapixel cameras strength, the One series of generation than a generation. Based on the firms marketing strategy as the