HTC品牌策略研究
发布时间：2019-01-18 11:44
【摘要】：随著信息革命的时代推进,智能手机被认为是未来数码终端的发展主流,结合平版电脑的迅速增晈,在个人用户市场中将很可能取代现有的PC产业,并由此发展出多元的商业模式,是当今成长最快速、影响最广泛的产业之一,极具指标性的意义。在当前智能手机的品牌之中,源于台湾的品牌HTC是亚洲科技产业发展的企业典型。HTC先是从PDA产品的代工制造兴起,后替微软代工生产智能手机而进入电子通讯产业,进而与谷歌合作加入Android项目的硬件制造,是为最早参与智能手机发展的企业之一,也是国际市场中少数能与苹果、三星两强直接竞争的品牌,更是台湾电子业由代工转型成为品牌经营的成功典范。正当取得卓越的成就时,HTC面临竞争对手的迅速壮大,市场份额开始流失,销售出现戏剧性的巨大的衰退。此时HTC的产品评价十分良好却无法带动销售,高管认为问题在于营销,因此大幅改变营销策略并推动全球性的营销项目,以著名电影明星担任品牌代言人,打造系列形象广告来拓展品牌,却并无显著效果,销售量与股价均未有成长,在欧、美、亚市场皆陷入困境。本研究透过企业所处的内外环境观察,运用SWOT与五力模型等工具分析其产业特性、发展历程、市场定位与竞争结构,并结合新媒体形象广告的内容分析,探究目前品牌策略所存在的问题及其背后原因,并依此提出合理的改进建议。
[Abstract]:With the advance of the information revolution, smart phones are regarded as the mainstream of digital terminal development in the future. Combined with the rapid growth of lithographic computers, it is very possible to replace the existing PC industry in the personal user market. The development of multiple business models is one of the fastest growing and most influential industries. Among the current smartphone brands, HTC, a brand derived from Taiwan, is a typical example of the development of the Asian technology industry. HTC first rose from the contract manufacturing of PDA products, then made smartphones on behalf of Microsoft, and then entered the electronic communications industry. In turn, the hardware manufacturing of joining the Android project with Google is one of the first companies to take part in the development of smartphones, and is also one of the few brands in the international market that can compete directly with Apple and Samsung. Taiwan's electronics industry has become a successful example of brand management. At a time of remarkable success, HTC faces a rapid expansion of competitors, a loss of market share and a dramatic and dramatic decline in sales. At this time, HTC's product evaluation is very good, but can not drive sales, executives think the problem is marketing, so significantly change marketing strategy and promote global marketing projects, with famous movie stars as brand spokesman, Creating a series of image ads to expand the brand has not had any significant effect, sales and stock prices have not grown, in Europe, the United States and Asia are in trouble. Through the observation of the internal and external environment of the enterprise, this study analyzes its industrial characteristics, development course, market positioning and competition structure by means of SWOT and the five-force model, and analyzes the content of the new media image advertisement. To explore the existing problems of brand strategy and the reasons behind it, and to put forward reasonable suggestions for improvement.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.63;F273.2
本文编号：2410677
[Abstract]:With the advance of the information revolution, smart phones are regarded as the mainstream of digital terminal development in the future. Combined with the rapid growth of lithographic computers, it is very possible to replace the existing PC industry in the personal user market. The development of multiple business models is one of the fastest growing and most influential industries. Among the current smartphone brands, HTC, a brand derived from Taiwan, is a typical example of the development of the Asian technology industry. HTC first rose from the contract manufacturing of PDA products, then made smartphones on behalf of Microsoft, and then entered the electronic communications industry. In turn, the hardware manufacturing of joining the Android project with Google is one of the first companies to take part in the development of smartphones, and is also one of the few brands in the international market that can compete directly with Apple and Samsung. Taiwan's electronics industry has become a successful example of brand management. At a time of remarkable success, HTC faces a rapid expansion of competitors, a loss of market share and a dramatic and dramatic decline in sales. At this time, HTC's product evaluation is very good, but can not drive sales, executives think the problem is marketing, so significantly change marketing strategy and promote global marketing projects, with famous movie stars as brand spokesman, Creating a series of image ads to expand the brand has not had any significant effect, sales and stock prices have not grown, in Europe, the United States and Asia are in trouble. Through the observation of the internal and external environment of the enterprise, this study analyzes its industrial characteristics, development course, market positioning and competition structure by means of SWOT and the five-force model, and analyzes the content of the new media image advertisement. To explore the existing problems of brand strategy and the reasons behind it, and to put forward reasonable suggestions for improvement.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.63;F273.2
【参考文献】
相关期刊论文 前1条
1 关辉;董大海;;品牌形象对消费者行为倾向影响的实证研究[J];中国流通经济;2007年07期
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