HTC终端营销策略研究

发布时间：2018-09-14 13:11

【摘要】：随着运营商通信行业重组和新一代牌照的发放，终端市场的竞争越来越激烈，智能手机终端由3G制式的发展很快过渡到4G制式的研发与销售。纵观全球移动终端市场已进入一个全新的终端制胜的时代，，越来越多的企业开始意识到终端营销工作的重要性，特别是手机行业的企业开始竞相去做终端营销，手机造出来，要销售出去才能创造利润。盲目的同质化竞争导致企业运作移动终端的成本费用不断攀升，与此同时，企业的利润却不断下降，更是形成了一个“不做终端等死，做终端找死”的尴尬局面。近年来，很多前期单纯复制终端模式的企业，因为难以为继而逐渐淡出终端销售的舞台。由此可见，在上述背景条件下重新审视终端营销显得极为重要。本文将以HTC终端营销策略作为主要研究对象，首先阐述了其研究的背景、研究意义及本文的研究思路及研究方法。其次，介绍了国内外终端营销渠道发展的环境特点，分析了新竞争格局下提出的终端体系新要求，在借鉴国外终端企业营销管理和发展经验及新形势下对终端营销的适配性要求的基础上，借助6Ps理论和4R营销理论中的关系理论，重点分析了HTC自成立以来终端营销发展运行情况，并通过SWOT分析法分析了HTC终端营销渠道现存的优势、劣势、机遇及威胁。其次，本文根据HTC现有终端营销架构存在的问题，在剖析该公司部分终端营销案例的基础上，重点分析了HTC终端营销策略（包括HTC的产品策略、价格策略、促销策略、渠道策略、权力策略、公共关系策略以及消费者营销关系策略），并提出了终端品牌推广策略、以顾客为导向的经营理念、改革现有的经营体系以及酬薪体系等解决对策及相应的优化建议。
[Abstract]:With the reorganization of the telecom industry and the issuance of the new generation license, the competition in the terminal market is becoming more and more fierce. The development of the smart phone terminal from 3G system to 4G system is rapidly transitioning to the R & D and sales of the 4G system. Throughout the global mobile terminal market has entered a new era of terminal victory, more and more enterprises began to realize the importance of terminal marketing work, especially the mobile phone industry enterprises began to compete to do terminal marketing, mobile phones made. You have to sell to make a profit. The blind homogeneity competition causes the enterprise to operate the mobile terminal the cost expense to rise unceasingly, at the same time, the enterprise profit actually unceasingly drops, has formed a "does not do the terminal to wait for the death, to do the terminal to seek death" the awkward situation. In recent years, many enterprises that simply copy the terminal mode gradually fade out of the stage of terminal sales. Thus, under the above background conditions, it is very important to re-examine the terminal marketing. This paper will take the HTC terminal marketing strategy as the main research object, first elaborated its research background, the research significance and this article research thought and the research method. Secondly, the paper introduces the environmental characteristics of the development of terminal marketing channels at home and abroad, and analyzes the new requirements of the terminal system under the new competition pattern. On the basis of referring to the experience of foreign terminal enterprise marketing management and development and the adaptation requirement of terminal marketing under the new situation, the relationship theory of 6Ps and 4R marketing theory is used for reference. This paper mainly analyzes the development and operation of terminal marketing in HTC since its establishment, and analyzes the existing strengths, weaknesses, opportunities and threats of HTC terminal marketing channels through SWOT analysis. Secondly, according to the existing problems of HTC terminal marketing framework, based on the analysis of some terminal marketing cases, this paper focuses on the analysis of HTC terminal marketing strategy (including HTC product strategy, price strategy, promotion strategy, etc.) Channel strategy, power strategy, public relations strategy and consumer marketing relationship strategy. Reform the existing business system and pay system and other solutions and corresponding optimization suggestions.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.63

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