HTC self-help road bumpy chairman in the United States was fraud 48 million 620 thousand-aspack

HTC – chairman of bumpy road in the United States was fraud 48 million 620 thousand HTC self-help way rough during the Spring Festival in Taiwan HTC electric chairman Wang Xuehong in the United States was fraud 7 million 400 thousand dollars (about 48 million 625 thousand and 400 yuan) of the news spread like wildfire. But regardless of this, the most headache is that Wang Xuehong himself must face up HTC an unlucky year market performance. According to the latest earnings report, in the last year’s revenue year-on-year contraction of 35.2% on the basis of, in January of this year, HTC revenue again fell sharply 47.23%, single month 6 billion 480 million yuan NT (about 1 billion 270 million yuan) business harvest hit a new low of ten years. According to research firm IDC released data show that the intelligent mobile phone business is down, ranking in the global mobile phone market, HTC has dropped to tenth, especially its former successful in the official career of the US market, HTC share is dropped to the bottom of the seat completely embarrassed; and in the domestic market China, HTC is squeezed out the top ten ranking, not only to the market share of 2%. Observation found that, whether it is as a Windows mobile phone business, or launched its own brand of Android smart phones, HTC has been adhering to and promoting the high price and high profit business model. Yes, with the help of early and rapid iteration advantage, HTC in Android market dash, even at first completely do not need to consider the needs of users can easily from a high price staggering on the mobile phone to squeeze the ideal profit, while leaving the UTC full of confidence, only with Android launched smart mobile phone system years later, in the United States market shipments over NOKIA, Samsung and apple, and eventually embrace the global intelligent mobile phone more than 10% market share, until the "best mobile phone company" award in the hand. Stand on the position of the king HTC completely intoxicated, people from the "Quietly Brilliant" (quietly brilliant) such a mouthful of Slogan has not been difficult to see HTC was almost blind narcissism, so when iphone5 IOS carrying a powerful heart to his front, HTC resolutely picked up a spear with a Moonrise a new machine of courage with each other "machine sea tactics", in order to try in the high-end market with apple sike. The result is beyond the imagination of the average person: apple is hitting HTC with a fierce patent gun. In the HTC and apple positive operations at the same time, the Samsung Galaxy series obliquely reached, and through the carpet like advertising and marketing from the hands of HTC mad scramble for high-end customers. Both sides clamped HTC began in Europe and the United States market retreat, and eventually become marginalized manufacturers today. HTC failed to move its eyes to China’s domestic market, but even if it stepped into the domestic market, HTC did not want to lower its figure for a long time, and still adhered to the high price route. However, to date, the domestic smart phone market has clearly formed Samsung and apple monopoly high-end, HUAWEI, millet and other dominant low and middle market theory

HTC自救之路坎坷 董事长在美国遭人诈骗4862万   HTC的自救之路坎坷崎岖   春节期间台湾宏达电董事长王雪红在美国遭人诈骗740万美金(约合人民币4862.54万元)的消息不胫而走。但这姑且不论,令王雪红最感头疼的是自己必须打起精神面对HTC流年不利的市场业绩。据最新财报,在去年全年营业收入同比大幅收缩35.2%的基础上,今年1月HTC的营收再次急速下滑47.23%,单月64.8亿元新台币(约12.7亿元人民币)的营业收成创下了十年新低。   据调研机构IDC发布的数据显示,由于智能手机业务不振,在全球手机市场排名上,HTC已经退至第10名,尤其是昔日令其飞黄腾达的美国市场,HTC的占有率更是跌落至完全垫底的尴尬席位;而在中国境内市场上,HTC也被挤出前十的位次,市场份额仅有区区的2%还不到。   观察发现,无论是作为Windows 手机的代工商,还是推出自有品牌的安卓智能手机,HTC一直恪守和推进的都是高价格与高利润商业运行模式。不错,借助于起步较早和迭代迅速的优势,HTC在安卓市场纵横驰骋,甚至起初完全用不着考虑用户的需要就能轻松地从一部价格高得令人咋舌的手机上榨取到理想的利润,而更让UTC信心满满的是,仅在借助安卓系统推出智能手机一年后,自己在美国市场的出货量就盖过诺基亚、三星和苹果,并最终尽情拥抱全球智能手机10%以上的市场份额,直至将“最佳手机公司”的大奖捧在手上。   站上王者位置的HTC完全陶醉,人们从“Quietly Brilliant”(静静地辉煌)这样拗口的Slogan中已不难看到HTC当时近乎盲目式的自恋,于是,当iphone5携带ios这一强大心脏站到自己面前时,HTC毅然操起了长矛,以一个月出一部新机的勇气与对方展开了“机海战术”,以试图在高端市场同苹果死磕。结果超出了一般人的想象:苹果运用猛烈的专利炮击将HTC打得晕头转向。就在HTC与苹果正面作战的同时,三星Galaxy系列斜刺杀入,并通过地毯般的广告营销从HTC手中疯狂抢夺高端客户。两面受夹的HTC开始在欧美市场节节败退,并最终沦落成今日的边缘化厂商。   接连败北的HTC不得已将眼光转移到了中国境内市场,但即使迈进了境内市场,HTC很长时间也不愿降低自己的身段,依然恪守着高价路线。然而时至今日,境内智能手机市场已经清晰形成了三星与苹果垄断高端,华为、小米等主导低、中端市场的竞争格局,而置身于“红海”的HTC似乎只是一个看客。   作为对自己失利的检讨,HTC 的高层不止一次表明自己的问题是出在营销之上。的确,不同于三星电子每年可以向广告市场投放巨额资金以及苹果重金广铺线下门店,财务上捉襟见肘的HTC当然难以在营销上运筹大手笔。然而实际上,营销能力不足并不是HTC致命的软肋。既不具有三星能够控制上游的CPU、闪存、内存、显示屏以及中游的设计与组装制造的功夫,也不能像苹果那样强势操控下游厂商和自己研发手机芯片,HTC所有的零配件都来自第三方。这种供应链管理的明显劣势使得HTC的命门始终为他人甚至竞争对手所控。于是,只要需要,诺基亚、三星和苹果都会随时扬起专利封杀之剑,便让HTC摔得遍体鳞伤;至于三星按照自己的兴趣偶尔上演对HTC断货的恶作剧,后者也只有忍气吞声作罢。关键是,由于核心元器件的缺席,HTC的议价能力始终遭遇钳制,成本被锁定于高位之上,这也是HTC不能放开膀子在中低端市场拼命一搏的根本原因。   十分严峻的市场结果倒逼着王雪红从董事长的位置上走到了CEO前台,作为台湾“经营之神”王元庆的千金,王雪红不断地释放出要重振HTC甚至“仍要做世界第一”的抱负。因此,除了大规模裁员和内部更换部门主管之外,HTC在非手机业务尤其虚拟现实板块已是动作频频。一个月前,HTC推出了HTC Vive,这款产品是HTC与Valve联合推出的首款虚拟现实头戴设备;而在不久前的国际消费类电子产品展览会(CES)上,HTC又推出新一代的开发者版本虚拟现实头盔Vive Pre,该产品可能即将提供预定。不过,新的领域并没有那么容易地在市场中尽显独门拳脚功夫。据悉,Oculus已高调宣布其消费者版本虚拟现实头盔Rift CV1启动预定,蚁视二代头盔原型机Cyclop也将走到前台,同时日前小米也首次官方宣布将进军虚拟现实领域。因此,HTC在新领域同样要面对越来越多的竞争对手。至于手机业务领域,王雪红虽誓言不会卖身求存,并放出了“若未来手机厂商只剩下2家,HTC一定是其中一家”的豪言壮语,但在诺基亚已经倒下、摩托罗拉委身于人以及黑莓意寻新主等商业故事的衬托之下,失去行业竞争法则掌控权的HTC还能坚持多久或者能否会东山再起?答案只能交给时间。   (作者系中国市场学会理事、经济学教授) 进入【新浪财经股吧】讨论相关的主题文章:

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