The Research On Terminal Marketing Strategies Of HTC Company

With the new generation of industry restructuring and the issuance of licenses, Mobile terminalmarket competition becomes increasingly fierce, intelligent mobile terminals rapidly transit by the3G standard developed to4G standard R&D and sales. Throughout the global mobile device markethas entered a new era of winning terminal, more and more companies are beginning to realize theimportance of marketing terminals, especially the mobile phone industry companies begancompeting to terminal’s marketing, mobile phones produced, but also it need to sell out to make aprofit. Blind homogenization competition led to rise the cost of business operations terminal, at thesame time, corporate profits are falling, it formats an embarrassing situation of "Do not wait fordeath of terminal, terminal have a death wish". In recent several years, many early businessessimply copy the terminal mode, and gradually fade terminal sales stage. Thus, it is extremelyimportance to re-examine the terminal marketing is important.It would be HTC as the main object of this study. First, it described its research background,significance, research ideas and methods. Secondly, it introduced environmental features ofdomestic and international terminal marketing, and analyzed the new requirements of terminalmarket under the new competitive landscape, On the basis of channels M&D experience and thesuitability requirements of home and abroad terminal operators, with the marketing theory of6Psand4R, it focuses on the development of terminal marketing since its inception, and through theSWOT analysis method to analyze the existing advantages of HTC terminal marketing channels,weaknesses, opportunities and threats. Secondly, it analyzed status and existing problems of HTCterminal marketing structure, on base of analyzing HTC’s terminal marketing case, analyzes theHTC terminal marketing strategy (including Product Strategy, Pricing Strategy, MarketingStrategy, Channel Strategy and Consumer Marketing Relationship Strategy), and proposed terminalbranding strategy, customer-oriented business philosophy, operating system and reform theexisting system of remuneration paid and the corresponding countermeasures, and its optimizationsuggestions.