| Summary: | 碩士 === 國立交通大學 === 管理學院科技管理學程 === 103 === 2011 was a turning point in the smart phone market. In the perspective of mobile devices, there was 65% of the smart phone market share; and in the perspective of operating system, Android was the most common used smart phone platform and was used by many different phone manufacturers. Due to iOS was the only one which could be used on Apple devices, the competitions in Android were very intense. On the other hand, China’s smart phone brands took the advantage of low price with high specification to lead the smart phone market to become more competitive, and entered the maturity stage of product life cycle after 2012.
The purpose of the study is to try to figure out that how smart phone venders find out the corresponding strategy in the maturity stage of product life cycle theory or the decline stage for those companies will be coming quickly.
In this case study – HTC, which is the Taiwan’s smart phone brand, was within the Top ten in 2011. However, HTC market share started to drop while China’s brand raised sharply and international brands strongly compete. Therefore, the second purpose of the study is to figure out that HTC’s strategy of “Product Innovation”, “Marketing strategy”, and “Brand Value” to face this challenge.
Keyword: HTC, Smartphone, Product life cycle, Product Innovation, Marketing strategy, Brand Value
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