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Cake\Http\Runner::handle() - CORE/src/Http/Runner.php, line 73
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Cake\Http\Runner::handle() - CORE/src/Http/Runner.php, line 73
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Cake\Controller\ControllerFactory::invoke() - CORE/src/Controller/ControllerFactory.php, line 115
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Cake\Cache\Cache::write() - CORE/src/Cache/Cache.php, line 275
App\Controller\NewsController::action_() - APP/Controller/NewsController.php, line 6766
App\Controller\NewsController::get_data() - APP/Controller/NewsController.php, line 5701
App\Controller\NewsController::action_cache() - APP/Controller/NewsController.php, line 5625
App\Controller\NewsController::cache_action() - APP/Controller/NewsController.php, line 5281
App\Controller\NewsController::view() - APP/Controller/NewsController.php, line 3663
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Cake\Controller\ControllerFactory::handle() - CORE/src/Controller/ControllerFactory.php, line 140
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Cake\Controller\ControllerFactory::invoke() - CORE/src/Controller/ControllerFactory.php, line 115
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App\Controller\NewsController::view() - APP/Controller/NewsController.php, line 3822
Cake\Controller\Controller::invokeAction() - CORE/src/Controller/Controller.php, line 539
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HTC的水土不服及其致命短板

业界动态 2014-10-24 07:32:31 转载来源: 网络整理/侵权必删

站长搜索（www.adminso.com）：HTC的水土不服及其致命短板曾经的HTC是安卓阵营中的王者，2011年4月份，HTC的市值达到335亿美元，超越当时的诺基亚成为全球第二大智能手机厂商。今天的HTC早已丧失了当年的势如破竹之势，沦为了一个苦苦找寻重振方向的迷失者

站长搜索（www.adminso.com）：HTC的水土不服及其致命短板

曾经的HTC是安卓阵营中的王者，2011年4月份，HTC的市值达到335亿美元，超越当时的诺基亚成为全球第二大智能手机厂商。今天的HTC早已丧失了当年的势如破竹之势，沦为了一个苦苦找寻重振方向的迷失者。

在国际市场失利后，HTC开始重视国内市场，不过国内市场如今的格局已远非HTC当红的时代的模样，国内本土品牌日渐强势，令三星这种巨头也苦不堪言。

1.蹩脚的营销

HTC早已意识到自己在营销方面的短板，却始终拿不出什么好的改善策略。

不管是巨额邀请“钢铁侠”代言；还是煞有介事的学小米玩抢购，都没有取得多大成效。这个制造出被全球各大专业评测机构公认为一流水准的m7和m8的手机厂商，在营销方面却显得相当外行。

类似三星那种投入巨资的广告轰炸是以HTC的财力所难以支撑的，并且效果也不一定好。所以在国内市场，试水电商渠道玩抢购这个思路值得探寻，只是骨子里高大上的HTC没有把握住这种潘坑蜗返穆雎纭Desire820开启网上预售模式，不过最终预定量不到50万，并且迟迟没能“售磐”，如此火候与小米魅族相比简直天壤之别。

究其原因主要有以下几点：首先，国内在互联网渠道做得风生水起的品牌；没有一个不是以超高性价比的产品打动用户的。小米做得再大，其最顶配机型也不敢逾越2000元关口，魅族拥有2070万像素摄像头、综合性能强悍的MX4下沉至1799顺间爆发，对于互联网渠道性价比永远是第一动力。Desire820虽然对比HTC自家产品线具备一定的性价比，但其算不上耀眼的配置(除了64位骁龙中端615芯片，其它再无亮点)对于用户心理的“杀伤力”远不及国内品牌。其次，HTC的铺垫工作做的也不够，没有引起广泛的关注和期待。这点HTC应该好好学学“一块钢板的艺术之旅”那种宣传造势。HTC是一个货真价实的产品专家，虽然不具备核心技术，但在制造工艺和工业设计上绝对是行家里手，能够大肆渲染的资本绝不只是“一块钢板”那种层次。再次，以HTC的气质发力电商渠道并不适合。虽然在与苹果和三星的搏杀中败下阵来，但在国际市场，HTC依然具备国内品牌目前还不能比肩的影响力，如果过份纠缠与国内品牌的性价比之战，将陷入损耗品牌溢价的境地，结果得不偿失，这点在HTC与国内强势电商品牌的竞争中凸显出矛盾所在。

针对上述问题，效仿华为那种双品牌策略不失为一个解决之道。HTC现有的产品逻辑，类似Desire820更适合oppo和vivo那种零售分销渠道模式，同时以相对独立的电商子品牌冲击网络渠道抢占份额，最大限度的降低性价比产品与高溢价产品的相互干扰，或许为明智之举。

2.一个细节体现出不足之处

“不喜欢大黑框，不喜欢四下巴。如果没这两点，必买火腿肠。”这是国内一位网友对HTC one m8发出的“感慨”。其实用户对于一款产品的购买决策往往基于一些非常简单的原因。很多人买三星手机仅仅是因为它能换电池，很多人喜欢MIUI仅仅是因为它的电话簿功能很好用。华为Emotion UI对于安卓碍眼的虚拟按件的解决之道只是一个点击便能隐藏的小箭头，却赢得了众多用户的好感。虽然不可能对于产品细节的每一个取舍让所有人都满意，但倾听用户心声是决定某种功能和设计是否应该出现或消失的基本依据。虽然并非所有人都对“四下巴”的观感“深恶痛绝”，但至少令人难以想象的是有人会喜欢这种设计。Sense是安卓定制系统的鼻祖，曾经用户用最漂亮和最人性化来形容它，如今在用户粘性上Sense却远不及倍受争议的MIUI。HTC是时候反思一下了，为什么对一些细节如此随意？

3.为了创新而创新

对于企业与创新的关系，联想创始人柳传志说如果企业在创新的问题上处理不好，那么“不创新是等死，一创新马上就死。”

王雪红曾表达过HTC对于创新决不妥协，强调要想重现荣光就必须专注于技术和模式创新。近年来HTC在行动上确实体现了这样的思路。2013年，被HTC寄于重托的ONEM7在技术层面改进了拍照功能，以低像素冲击专业级摄影效果；在模式方面E1主推定制化服务，用户可以根据自己的需求挑选组装手机用的部件。这两样的确都是真正的创新，但问题是这种创新更像是为了创新而创新，因为从市场反馈的冷遇来看，这种创新并没有体现出以用户导向为基础。对于产品，用户永远不会是一个绝对理性的判断者，400万超像素技术在目前低端手机动辙1300万像素的环境中难以跨越人们的心理局限。HTC的创新始终没能戳到消费者的痛点。

最近htc的新品发布会一连发布了三款设备：M8 Eye、Desire Eyd和RE。其中便携式相机RE令外界颇感意外，该产品的市场定位和怪异造型令人感觉对HTC的硬件战略有些摸不着头脑。对此，HTC董事长王雪红直言“RE是我们进入新兴移动智能设备市场的开始，这只是一个序幕。”HTC的激进创新又来了，用户能否受用令人怀疑。

4.真正的差距

HTC从早期的巅峰跌落有其必然性。王雪红曾多次表示营销不利是HTC的最大问题，但事实上HTC真正的短板是产业链的薄弱与专利技术的缺失。

在2011年正值HTC如日中天的时候，沉浸在对美好未来的憧憬中的HTC，没有意识到潜藏的杀机正在慢慢袭来。2012年年初HTC发布旗舰机型One X，紧接着与苹果的专利案败诉之后，HTC的产品包括One X在内在北美遭到禁售，同年5月三星发布了GALAXY S 3，并展开大规模宣传。这个恐怖的生产机器马力全开，大量铺货的GALAXY S3后来居上，潮水般的攻势令HTC溃不成军，从此一蹶不振。

现在的HTC虽然刚刚走出亏损的泥沼，但自身的结构性问题依旧没有得到解决，重蹈覆辙的危险始终存在，虽然产业链的强化与专利技术的积累非朝夕之事，但这个隐患却是HTC所必须面对的。如果只是一个组装工厂，凭借一些没有技术壁垒的创新和缺乏核心竞争力的传统商业模式，HTC难以支撑自己国际品牌的定位。

标签: HTC 水土不服及其致命短板

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