| dc.description.abstract | In recent years, the rise of the smartphone market, the original operating system closed slowly replaced by an open operating system, smartphone consumer groups are dominated by business people, and slowly expanded to the general consumer market. Makes the emergence of smartphones feature phone sales decreasing, gradually replacing the feature phone market, smartphone market share has reached eighty percent or more. It can be seen, the future of smart phone penetration rate is bound to increase year by year, and consumers will gradually have to rely on an open operating system smartphone.
In this study, the research methods adopt literature reviews and characteristics analysis to understand future trends for smartphone and discuss the company case and its competitors. Analysis by the industry, the industry chain to discuss current status and future trends in the industry began to try to understand the background of the case company and its competitors, conduct competitive analysis.
This study found that smartphone manufacturers in addition to the direct benefits to some innovative features, the indirect benefits brought about by the competitive advantage also cannot be overlooked, such as brand, which is the direction HTC should strive for. HTC “engineers thinking” must be reduced, which is only functional for innovative products, while ignoring the human dimension and indirect benefits for the psychological needs of consumers and other characteristics efforts. So for HTC, how to improve the minds of consumers for the definition of the brand image, as well as the creation of new smartphone Blue Ocean, is the key to increasing their competitive advantage.
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