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1、AbstractWiththenewgenerationofindustryrestructuringandtheissuanceoflicenses,Mobileterminalmarketcompetitionbecomesincreasinglyfierce,intelligentmobileterminalsrapidlytransitbythe3Gstandarddevelopedto4GstandardR&Dandsales.Throughouttheglobalmobiledevicemarkethasenteredaneweraof
2、winningterminal,moreandmorecompaniesarebeginningtorealizetheimportanceofmarketingterminals,especiallythemobilephoneindustrycompaniesbegancompetingtoterminal'smarketing,mobilephonesproduced,butalsoitneedtosellouttomakeaprofit.Blindhomogenizationcompetitionledtorisethecostofbusi
3、nessoperationsterminal,atthesametime,corporateprofitsarefalling,itformatsanembarrassingsituationofnDonotwaitfordeathofterminal,terminalhaveadeathwish”.Inrecentseveralyears,manyearlybusinessessimplycopytheterminalmode,andgraduallyfadeterminalsalesstage.Thus,itisextremelyimporta
4、ncetore-examinetheterminalmarketingisimportant.ItwouldbeHTCasthemainobjectofthisstudy.First,itdescribeditsresearchbackground,significance,researchideasandmethods.Secondly,itintroducedenvironmentalfeaturesofdomesticandinternationalterminalmarketing,andanalyzedthenewrequirements
5、ofterminalmarketunderthenewcompetitivelandscape,OnthebasisofchannelsM&Dexperienceandthesuitabilityrequirementsofhomeandabroadterminaloperators,withthemarketingtheoryof6Psand4R,itfocusesonthedevelopmentofterminalmarketingsinceitsinception,andthroughtheSWOTanalysismethodtoanalyz
6、etheexistingadvantagesofHTCterminalmarketingchannels,weaknesses,opportunitiesandthreats.Secondly,itanalyzedstatusandexistingproblemsofHTCterminalmarketingstructure,onbaseofanalyzingHTC'sterminalmarketingcase,analyzestheHTCterminalmarketingstrategy(includingProductStrategy,Pric
7、ingStrategy,MarketingStrategy,ChannelStrategyandConsumerMarketingRelationshipStrategy),andproposedterminalbrandingstrategy,customer-orientedbusinessphilosophy,operatingsystemandreformtheexistingsystemofremunerationpaidandthecorrespondingcountermeasures,anditsoptimizationsugges
8、tions.Keywords:HTCCompany;MobilePhone;TerminalMarketing;Strat
