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研究生:陳筱嘉
研究生(外文):Chen, Hsiao Chia
論文名稱:以Samsung為例探討HTC競爭策略之展望
論文名稱(外文):Based on Samsung’s business strategies to discuss how HTC can develop its own strengths
指導教授:吳文傑吳文傑引用關係
指導教授(外文):Wu, Jack
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營管理英語碩士學位學程(IMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:101
語文別:英文
論文頁數:99
中文關鍵詞:SamsungHTC競爭策略
外文關鍵詞:SamsungHTCbusiness strategies
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Originated in Taiwan, HTC is a pride of Taiwan that it proves the Taiwanese company can be excellent not only in cellphone OEM/ODM industry but also it is possible to be an OBM which is known to the world. In April 2011, HTC (2498.TW) stock price reached as high as NT$1,300, while stockholders were rejoicing over the seeming success, soon when it came to Q4 2011, however, it announced an income drop of 41.1% compared to the previous quarter. From August till October 2012, the stock price had been lingering around NT$250 to NT$280.
Close to Taiwan, Samsung from South Korea has become the number one in the mobile phone sales market in Q2 2012. Reported by Gartner, in Q2 2011, Samsung had taken the market share by 16.3% and it climbed to 21.6% in Q2 2012, which was its first time to defeat Nokia, whose market share was 19.9%. Today, Samsung has been the new leader in the mobile phone industry.
Samsung arose from a humble beginning but it is now on the top of the world; however, once always compared side by side, is HTC still able to compete against Samsung today? Samsung has developed its unique competitive advantages to dominate the market. HTC, however, traditionally strong in design, is striving to “coming back,” which was the promise of HTC’s CEO, Peter Chou, in a letter addressing to the employees. Now it’s the high time to review HTC’s strategies in the market. The study collects the resources related to how Samsung, as a successful multinational firm, utilizes competitive strategies, and then analyzes the possibilities to apply those to HTC. It is expected to provide practical suggestions to HTC, with anticipation of its coming back.
1. Introduction 1
1.1. Motivation 1
1.2. Objectives 3
1.3. Research Methodology 3
2. Literature Review 5
2.1. The Competitiveness of Multinational Firms 5
2.2. Diamond Model and Generalized Double Model 10
2.3. SCP Model 14
2.4. Vertical/Horizontal Integration and Strategic Alliance 15
3. Mobile Phone Industry Overview 19
3.1. Mobile Phone Introduction 19
3.2. Introduction of Smartphone and Smartphone Market 25
3.2.1. Smartphone Introduction 25
3.2.2. Smartphone Market 27
3.3. Basic Smartphone Components 32
4. Company Overview 35
4.1. Samsung Introduction 35
4.1.1. Business Division 36
4.1.2. Affiliated Companies 38
4.1.3. Management Team 42
4.1.4. Milestones 43
4.2. HTC Introduction 47
4.2.1. Business Division 49
4.2.2. Affiliated Companies 53
4.2.3. Board of Directors and Supervisors 54
4.2.4. Milestones 55
5. Business Strategies 57
5.1. Samsung’s Business Strategies 57
5.1.1. Samsung Electronics Growth Pattern 57
5.1.2. Samsung’s Growth Strategies in Mobile Phone Business 70
5.1.3. Samsung’s Performance in Mobile Phone Business 80
5.2. HTC’s Growth Pattern and Business Strategies 81
5.2.1. Growth Pattern 82
5.2.2. Business Strategies 85
5.2.3. HTC’s Performance 88
6. Conclusion and Suggestion 92
6.1. Conclusion 92
6.2. Suggestion 94
7. Reference 98
Thesis, articles &; Reports:
【1】? (2012/8/14). Gartner Says Worldwide Sales of Mobile Phones Declined 2.3 Percent in Second Quarter of 2012. Gartner. http://www.gartner.com/it/page.jsp?id=2120015
【2】? (2009/3/11). Gartner Says Worldwide Smartphone Sales Reached Its Lowest Growth Rate With 3.7 Per Cent Increase in Fourth Quarter of 2008. Gartner. http://www.gartner.com/it/page.jsp?id=910112
【3】? (2009/11/12). Gartner Says Grey-Market Sales and Destocking Drive Worldwide Mobile Phone Sales to 309 Million Units; Smartphone Sales Grew 13 Per Cent in Third Quarter of 2009. Gartner. http://www.gartner.com/it/page.jsp?id=1224645
【4】Don Reisinger (2010/12/29). Enterprise Mobility: 10 Essential Smartphone Features for 2011 Models. eWEEK. http://www.eweek.com/c/a/Mobile-and-Wireless/10-Essential-Smartphone-Features-for-2011-Models-437002/
【5】? (2012/2/15). Gartner Says Worldwide Smartphone Sales Soared in Fourth Quarter of 2011 With 47 Percent Growth. Gartner. http://www.gartner.com/it/page.jsp?id=1924314
【6】Seongjae Yu (1998-99). The Growth Pattern of Samsung Electronics: A Strategy Perspective. International Studies of Management &; Organization, vol. 28, no. 4, Winter 1998-99, pp. 57-72.
【7】Boon-Young Lee, Seung-Joo Lee (2004). Case Study of Samsung’s Mobile Phone Business. KDI School Working Paper Series.
【8】Alvin Kwock, Ashish Gupta (2012/4/9). HTC Corp_JPMorgan. Asia Pacific Equity Research
【9】Eric YT Lin. (2011). Industrial Firms’ Transformation Process From OEM/ODM to OBM: Mobile Handset Industry. Master’s Thesis of IMBA in NCCU
【10】王俊雄,「後iphone時代智慧型手機產業環境因素對宏達電競爭策略影響之研究」,國立政治大學商學院經營管理碩士學程碩士論文,台北,民國一0一年七月
Websites:
HTC Corporate : http://www.htc.com/
Samsung: http://www.samsung.com/us/
http://www.olympic.org/sponsors/samsung
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