HTC手机与苹果手机的营销战略研究

摘  要
近两年，伴随着移动互联网的快速发展，智能手机在厂家、运营商等多方推动下以极快的速度持续普及。在强者云集的手机市场上，作为后来者的HTC和苹果手机异军突起，市场占有率迅速上升，成为智能手机市场上重要的竞争者。本文试图从营销战略的角度对两者进行研究，寻求使这两个手机品牌取得成功的因素。
本文研究发现：两家公司在手机上的营销策略组合的产品、价格、渠道和促销上，均有不小的差异，但是，两者的共同之处是，两者都追随手机市场演进的方向、及时进入了快速增长的智能手机市场，并结合自身的特点进行了恰当的定位。
因此，本文的结论是：恰当的细分市场的选择与在细分市场上的定位，对决定营销的成败具有重要的意义。

关键词：HTC  苹果  手机  营销战略  对比研究
HTC Phone with Apple 's Mobile Phone Marketing Strategy Research

ABSTRACT
Past two years, along with the rapid development of mobile Internet, the continued popularity of the smartphone manufacturers, operators and other multi-party, driven at breakneck speed. Strong gathered in the mobile phone market, HTC and Apple's cell phone as a latecomer to the sudden emergence and rapid increase in market share has become an important competitor in the smart phone market. This paper attempts to study, both from the perspective of marketing strategy and seek to bring these two mobile phone brand to the success of the common factors.
This study found that: the combination of products of the marketing strategy of the two companies on the phone, price, channels, and promotion, are not small differences, but the two have in common is that both follow the direction of the evolution of the mobile phone market timely access to the fast-growing smart phone market, and with its own characteristics for proper positioning.
Therefore, the conclusions of this paper are: the choice of appropriate market segments and positioning in the market segments, is of great significance to the success of marketing decision.

Key Words：HTC  Iphone  Phone  Marketing Strategy  Comparative Study

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