The Art of War in modern enterprise marketing management- A Case Study in HTC

• Main Authors: Liu.Yi- Hwa, 劉毅驊
• Other Authors: Hung.Ju-Yao
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/mj8dry

碩士 === 中華科技大學 === 經營管理研究所 === 102 === 　I believe that everyone heard of The Art of War, Sun Tzu also known the art of war is of great history, in addition to the use of Sun Tzu in the battlefield, but also can be common to modern businesss, and even everyday life. In this study, the unit in charge of marketing interviews HTC application of qualitative research methods to marketing management combines Sun Tzu, and HTC International, Inc. case studies for each chapter of Sun Tzu. The conclusions are as follows: 1.Sun Tzu can apply to marketing management. 2. Sun Tzu "to migrate straight to suffer for profit" can be used in SWOT analysis; "as not to win, to be the enemy to win" can be used on top of market segmentation; "to know you can not fight war with wins" are available in selected target markets; "down with the desire wins" can be applied on the product positioning; "who fight to exact, to Clipsal" can be referenced in the marketing mix planning. This study found that Sun Tzu and marketing management have a good correspondence. 3.In the HTC case study on marketing management did not follow Sun Tzu, thus deteriorating the operation, if deep thinking of fine and applied art of war with the operation, the result should be different. 4. The following propositions can be derived: 　　(1) "to migrate straight to suffer for profit" allows multiple angles CEO thinking, thereby improving marketing management; 　　(2) "To not be to win, to be the enemy to win" is to consolidate the existing market an important basic elements; 　　(3) CEO set to consider a given target market should refer the principle of "know you can not fight war with wins"; 　　(4) product positioning set to follow Sun Tzu, "down with the desire wins" so positioned from the company to the store to have a consistent consumer awareness; 　　(5) the ever-changing marketing mix, as the art of war "where war who, in being together, to Clipsal "a surprise move to surprising and can be used. 　　Final recommendations:1.A domestic mobile phone industry should face up and down vertically integrated, cross-industry alliance; 2. HTC should be first clarify the target market, as The Art of War "to know you can not fight war with wins".