HTC遭遇成长的烦恼

HTC meets the trouble of growing up

自诞生以来,宏达国际电子股份有限公司（HTC）大多只作为代工生产移动终端。但2006年后,HTC开始培育自己的品牌,并在此后的5年里成长为按发货量计算的世界第五大智能手机生产商。HTC也一度成为安卓产品的代名词。其后,噩梦突然降至——2011年第四季度,HTC净利润约合3.64亿美元,同比下降26%;2012年第二季HTC度财务报告显示,其净利润下跌至2.477亿美元,相比上年同期下降了57.8%.

Since the birth of HTC Corporation (HTC) is mostly only as a foundry mobile terminal.But after 2006, HTC began to cultivate their own brand, and to grow in the next five years as the world's fifth-largest smartphone maker by shipments.HTC also became synonymous with the Android system products. Subsequently, the nightmare suddenly dropped-the fourth quarter of 2011, HTC net profit of about $ 364 million, down 26%;HTC financial report shows that for the second quarter of 2012, its net profit fell to $ 247.7 million, compared tothe 57.8% decline in the same period last year, the market capitalization has shrunk more than half. It is the world's largest smartphone OEM and manufacturers, the world's largest Windows Mobile smartphone manufacturers, Microsoft Windows Mobile closest partners, about 80% of the market share of Windows Mobile phones monopoly,and he owns Qtek path, dopod brand. In 2012, HTC made it clear that will be fought in the emerging markets, especially the Chinese mainland market.It is easy to judge that HTC will change the marketing strategy.In this regard, the the HTC global sales and marketing president Jason Mackenzie, HTC has recently increased advertising investment: 'We want to be more daring.If everything is true, as he said, that its meaning is indeed significant.