【摘要】：隨著信息革命的時代推進,智能手機被認為是未來數(shù)碼終端的發(fā)展主流,結(jié)合平版電腦的迅速增晈,在個人用戶市場中將很可能取代現(xiàn)有的PC產(chǎn)業(yè),并由此發(fā)展出多元的商業(yè)模式,是當(dāng)今成長最快速、影響最廣泛的產(chǎn)業(yè)之一,極具指標性的意義。在當(dāng)前智能手機的品牌之中,源于臺灣的品牌HTC是亞洲科技產(chǎn)業(yè)發(fā)展的企業(yè)典型。HTC先是從PDA產(chǎn)品的代工制造興起,后替微軟代工生產(chǎn)智能手機而進入電子通訊產(chǎn)業(yè),進而與谷歌合作加入Android項目的硬件制造,是為最早參與智能手機發(fā)展的企業(yè)之一,也是國際市場中少數(shù)能與蘋果、三星兩強直接競爭的品牌,更是臺灣電子業(yè)由代工轉(zhuǎn)型成為品牌經(jīng)營的成功典范。正當(dāng)取得卓越的成就時,HTC面臨競爭對手的迅速壯大,市場份額開始流失,銷售出現(xiàn)戲劇性的巨大的衰退。此時HTC的產(chǎn)品評價十分良好卻無法帶動銷售,高管認為問題在于營銷,因此大幅改變營銷策略并推動全球性的營銷項目,以著名電影明星擔(dān)任品牌代言人,打造系列形象廣告來拓展品牌,卻并無顯著效果,銷售量與股價均未有成長,在歐、美、亞市場皆陷入困境。本研究透過企業(yè)所處的內(nèi)外環(huán)境觀察,運用SWOT與五力模型等工具分析其產(chǎn)業(yè)特性、發(fā)展歷程、市場定位與競爭結(jié)構(gòu),并結(jié)合新媒體形象廣告的內(nèi)容分析,探究目前品牌策略所存在的問題及其背后原因,并依此提出合理的改進建議。
[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.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.63;F273.2

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