A Study on the Product Platform Strategy of Taiwanese Smart Phone Manufacturer－The Case of HTC Corporation

• Main Authors: Chun-Yu Chang Chien, 張簡俊佑
• Other Authors: Shu-Wen Chang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/86711422014224750382

碩士 === 東海大學 === 工業工程與經營資訊學系 === 97 === In this global dynamic environment with fierce competition, the conception of new product development within firms becomes the focus with interest. In terms of the high technical electronic industry facing the increased competitiveness, it is prompted that the manufacturer of mobile products need to deal with the tightly challenges of ‘distinctive products, high quality products, decreasing development time and low-costs’ at same time. Consequently, ‘product platform strategies’ become an important concept as used to solve those issues. In this study, it has been viewed of the 85 cases of smart phone introduced by the leading manufacturer-HTC with their own brand of mobile phone in Taiwan. The six categories of product platform strategies have been built up as the framework, and by drawing of the roadmap and product strategy map to indentify the smart phone product platform strategy and dynamic changes of HTC based on two dimensions- ‘product lines shared common product platform’ and ‘product generations shared common product platform’. HTC Corporation managed for the issues of acceleration in product lifecycle in mobile industry by using the perspective of derivative product platform. It helps them to promote the performance of existed product platforms. Through the discussion of the three dynamics stages at which HTC Corporation used product platforms strategies in their product lines and product generations, the key factors have been found of which to support HTC Corporation continuously getting their competitive advantages.