What should Android do when Apple gets the patent of the ultimate smartphone touch interface?

I. Preface In today's rapid development of the world, in order to facilitate better and faster communication anytime and anywhere, mobile phones have come into being in line with the trend of the times. With this trend, mobile phone manufacturers such as Nokia, Samsung, Sony Ericsson, Meizu and oppo have emerged. The Internet has influenced our life more and more. The Internet is like a window to the world, which makes the world smaller and allows us to contact more. How to organically combine mobile phones with the Internet, apply Internet citation through mobile phones, and publicize mobile phones through the Internet has become the top priority of manufacturers. Although HTC has its own website and is a world-famous mobile phone company, its popularity in Chinese mainland is not very high. Even its wholly-owned subsidiaries in mainland China are not as famous as established mobile phone manufacturers such as Nokia, Samsung and Sony Ericsson. Moreover, HTC's sales method is more tied to telecom operators, which is not conducive to brand promotion. Therefore, how to use the way of network marketing to promote this brand and make it familiar, understood and loved by the public has become our goal. Two. Company Profile HTC Company was founded in 1997 by Wang Xuehong, Chairman, Zhuo Huotu, Director and Chairman of HTC Foundation, and Zhou Yongming, General Manager and CEO. Over the years, HTC has worked quietly behind the world-renowned communication manufacturers, making the products of these well-known manufacturers shine brilliantly in the world market. HTC has established a unique cooperative relationship with major mobile device brands, including five leading telecom companies in Europe, four major telecom companies in the United States and many fast-growing telecom companies in Asia. At the same time, HTC also introduced products to the market through leading OEM partners, and began to develop its own HTC brand in June 2006. HTC is one of the fastest growing enterprises in the mobile device industry, and has won the recognition of consumers in the past few years. American Businessweek even rated HTC as the second best technology company in Asia in 2007, and in 2006, it was rated as the third best technology company in the world. HTC founded the famous dopod Communication Company in Chinese mainland, which is located in Wuhan and is famous for producing smart phones. Most of them use Microsoft's mobile system. After Google announced that it would launch its own operating system, HTC seized the opportunity to cooperate with Google and launched a series of Google phones, which became famous in one fell swoop. Become a global smart phone star! Iii. Analysis of network marketing environment (I) Macro-environmental analysis The financial tsunami swept the world, and the deterioration of the financial situation not only caused the turmoil in the global financial market, but also affected the development of the mobile phone industry. Since the second half of 2008, influenced by the global economy, consumer electronic products represented by mobile phones have been generally affected to varying degrees, and mobile phone products have not been spared. In the past year, the lack of revolutionary innovation in mobile phone products and the imminent launch of 3G mobile phone market have led many consumers to take a wait-and-see attitude towards buying new products. It is estimated that the global mobile phone shipments in 2009 will decrease by 2-5% compared with 2008. But we must believe that the financial tsunami will pass sooner or later, and the recovery of the mobile phone industry will come soon. With the maturity of 3g in China market, consumers will understand the convenience brought by 3g, which will push the sales of mobile phones to a peak, and those who hold money will try to upgrade their mobile phones, which is a big cake and a huge development opportunity in the mobile phone market. (II) Product Analysis Since its birth, mobile phones have experienced several waves of upgrading. The first time was color screen in 2002, the second time was mobile multimedia in 2004-2006, including mobile phone photos and color ring tones, and the third time was mobile broadband and mobile computing, that is, smart phones. As a mobile phone manufacturer, HTC mainly produces smart phones. The smart models in production are mainly Windows Mobile of Microsoft and Android system of Google. HTC was authorized by Microsoft Windows CE at the beginning of its establishment. Due to the high achievements in the development of WM system, HTC has been highly recognized by Microsoft, and the cooperative relationship between the two parties has been further strengthened. Now HTC is the main customer of Windows Mobile, monopolizing 80% of the market share of Windows mobile phones. In June 2009, HTC released the latest upgraded version of its flagship model HD, HTC HD2, which adopted a 1GHz CPU and capacitive touch screen, pushing the hardware configuration of WM mobile phone to a new height. The earliest mobile phone based on Android system was G 1, which was produced by HTC. Google's Android mobile operating system has been on the market for only one year, and its market share has reached 7%. Android has brought a lot of popularity to HTC. As the earliest user of Android system, HTC has accumulated more experience in this respect than other mobile phone manufacturers. At least half of the Android phones currently produced are produced by HTC. In 2009, HTC released the mobile phone HTCHero, which caused the biggest sensation and controversy in history. For the first time, the mobile phone adopts HTCSense interface, which is used with Android system to give consumers a near-perfect experience. (III) Analysis of Industry Competition In the third quarter of 2009, global smartphone shipments reached 43.3 million units, up 4.2% year-on-year and 3.2% quarter-on-quarter. Manufacturer 09Q3 shipments (10,000 units) 09Q3 share 08Q3 shipments (10,000 units) 08Q3 share increased year-on-year. Nokia1640 37.9%1540 37.1%6.6% rim82019.0% 60014.6% 35.7% Apple 7401. % htc2405.6% 2105.1%14.7% Samsung1503.5%1503.7% 0.0% others 730 1 6.8% 950 22.9%-23 5438+000.0% 4.2% (data provided by market consultant and service provider IDC) It can be seen that the second place is RIM. With the new BlackBerry, the market share has continued to grow, from 14.6% in the same period of 2008 to1in the third quarter of 2009. With the popularity of iPhone, Apple has been firmly in the top three positions in the smartphone market. In the third quarter of 2009, it still shipped 7.4 million units, accounting for 17. 1%. I believe that after joining hands with China Unicom, Apple's future shipments will increase significantly. In the third quarter of 2009, HTC's share growth rate was 14.7%, and its market share accounted for 5.6%. Although it can't be compared with Nokia and other manufacturers in data, as an emerging brand, it is still commendable to achieve such results. Moreover, most of Nokia, RIM and Apple have their own smartphone operating systems, and most of them do not involve WM system and Android operating system. It can be seen that HTC has advantages in WM system and Android system, while other companies can't compete with HTC in WM system and Android system. We can foresee that with the development of WM system and Android system, HTC will also achieve long-term development, and its market share will be large and its competitiveness will be strong. However, we should not be careless. Once we let our guard down, we may let others in. With the development of Android, more and more manufacturers are involved in this field. At the end of 2009, Motorola, whose hero is dying, released a smart phone with Android system. Then a series of smart phones based on Android system were introduced. The release of Motorola's Android smartphone has brought a huge sensation to the market, and consumers have also affirmed it. The dying hero rekindled hope and rejuvenated. This cannot but be worthy of our vigilance. (IV) Analysis of Consumer Market and Purchasing Behavior Although the mobile phone industry was depressed by the financial tsunami, the growth of smart phones was still rapid. No matter what the economic situation is, the proportion of smart phones will increase greatly. The driving force for the development of smart phones comes not only from the needs of consumers, but also from the needs of manufacturers and operators. According to the forecast of authoritative organizations, the sales volume of smart phones in 2009 may exceed 654.38+700 million units. Young people are one of the main groups of smartphone consumption, and students are the majority of young consumers. Students are avant-garde, pursuing the fashion and diversification of mobile phones, and are highly sensitive to prices. Authoritative data show that the average replacement rate of students' mobile phones is once every five months, and students pay attention to learning, entertainment, games and other rich functions when buying mobile phones. At the same time, with the progress of society and the development of people's material needs, the pursuit of unique personality and powerful network functions have gradually become the mainstream. Smartphones can succeed as long as they meet the needs of consumers. (V) SWOT analysis In the SWOT analysis, the advantages and disadvantages analysis mainly focuses on HTC's own strength and its comparison with competitors, while the opportunities and threats analysis focuses on the changes in the external environment and its possible impact on HTC. SWOT analysis can help HTC focus its resources and actions on its own strengths and opportunities. Advantages (S) Disadvantages (W) Opportunities (O) Threats (T) Advanced equipment and technology patents with strong innovation ability, high-quality employees, efficient team, the largest WM system smartphone manufacturer, the earliest android system smartphone manufacturer, and extensive cooperation with well-known operators. At home, the international reputation is not as good as that of well-known manufacturers. The field of non-smart phones is not developed enough, and there is no rapid development of its own sales network Internet. The rapid development of smart phones has brought more potential customers to seize the valuable opportunities after the financial crisis and accelerated the development of competitors in emerging markets. As time goes by, their innovation may still be easily shaken, and most of their income depends on the sales of various operators. (I) Network Marketing Objectives According to the above analysis, we can see that HTC's popularity among ordinary people is not universal, but for an enterprise, brand awareness is very important. For an enterprise, creating profits is the ultimate goal, so sales are very important. So I set him two goals, sales target and brand promotion target. The sales target is mainly to broaden the sales network for HTC, and provide customers with convenient and fast online sales points with the help of online interactivity, directness, real-time and globality. With the help of various forms and ways of the Internet, all kinds of useful information can be transmitted to consumers. Make use of the low cost of online sales to create profits for enterprises. The main goal of brand promotion is to establish their own brand image on the Internet, publicize various favorable images of HTC by using various resources on the Internet, strengthen consumers' impression of themselves, establish customers' brand awareness, and lay a solid foundation for the subsequent development of enterprises. Cooperate with the current sales target of the enterprise to increase sales revenue. (II) Internet Marketing Strategy We will successfully expand the market through marketing and a strong advertising campaign, and adopt differentiated marketing strategies to accurately locate products and highlight product features. Pay attention to the main consumer groups of products. Establish a wide range of sales channels and continuously expand sales areas. We will take emerging markets as the main breakthrough point, constantly consolidate the old markets and create new achievements. We position HTC as an innovative internet company, not just a mobile phone manufacturer; His products are mainly young students and young white-collar workers; We want HTC products to be synonymous with fashion and personality. (III) Implementation Strategy of Network Marketing In terms of marketing techniques, we adopt traditional 4P marketing techniques, namely products, prices, channels and promotions. Because HTC is still in the rising stage of enterprise development, it should take meeting the market demand as the main goal, broaden the market and increase sales. 1. product and price strategy if you want to sell products, you must first understand what products customers need. Selling things must be market-oriented and cannot be closed. This requires enterprises to have a process of continuous innovation, which is also the basic principle of HTC's products. Only by staying ahead of the trend will we not be eliminated by the times. We position HTC as a fashionable and personalized mobile phone. His mobile phone products are fashionable in appearance, distinctive in personality and excellent in industrial design, which is completely different from other mobile phones and has irreplaceable advantages and originality. Only this uniqueness can be favored by the market and will not cause aesthetic fatigue. At present, HTC is mainly positioned in the middle and high-end market, and adopts some high-end hardware configurations, which makes the performance of mobile phones reach the forefront of similar products, so the price of mobile phones is relatively high. But with the improvement and development of technology, the price will gradually decrease. HTC has also made some low-end products, reducing the hardware configuration of mobile phones while maintaining the same quality and technology, so as to lower the price range and satisfy low-end consumers and people. 2. Channels and promotion strategies We divide online marketing into two parts: website construction and product promotion. (1) Website Although it is simple to build an HTC website, it still meets the information needs of users. Through the website, we can attract some potential customers and enhance the effectiveness of online marketing. So this is a successful website. (2) Product promotion scheme ① Providing free services People like free things and will be attracted by free information. Attracting people to visit your website through free information is more effective than passively waiting for others to visit your website. HTC can provide consumers with free mobile phone application software, which can not only consolidate existing users, but also attract other users to become your potential customers. While providing free services, websites can provide other interactive ways to keep interacting with users, understand their needs, and provide some free products, such as a mobile phone, to attract more users. 2 E-mail Strategy A You can send some recent dynamic information to some registered users through E-mail. And through some practical benefits, users can forward emails to their friends. As long as certain conditions are met, users can get prizes or other things provided by HTC. B Establish a perfect customer system, send news emails to users at regular intervals, and keep in touch with users at any time. Users can report some problems to the company and the company will help them solve them. This can keep in touch with customers and build trust. This is one of the best ways to develop brands and establish long-term relationships. ③ Advertising Strategy Online advertising is one of the commonly used online marketing methods. The main value is manifested in brand image, product promotion and so on. Logo advertising Logo advertising is one of the most important and basic forms of online advertising. HTC can publish logo advertisements on some navigation websites and portals, and attract users to click by publishing some promotional information and recent product information, thus improving the popularity of products and attracting potential users. B keyword advertisement The carrier of keyword advertisement is search engine, and at present there are mainly Baidu's bidding ranking and Google's keyword advertisement. We can buy keywords on Baidu and Google, such as mobile phone, HTC, WM, android and so on. Through keyword advertising, you can freely control the advertising budget, reduce the production cost, improve the delivery efficiency, attract potential users to go directly to any desired destination web page, and the advertising effect is convenient for statistics. (4) Cooperation Strategy Because of the freedom and openness of the network, the market competition in the network era is transparent, and everyone can easily grasp the product information and marketing behavior of competitors in the same industry. Therefore, the key for network marketing to win customers lies in how to obtain, analyze and utilize information from the Internet in time, how to form a cooperative alliance with reliable relationship and mutual benefit by using the Internet, how to realize resource sharing and create competitive advantages based on network cooperation. Establishing an online alliance or online partnership is to link the company's own website with others' websites to attract more online customers. HTC can form a partnership alliance with Netease, Sina and other portals, provide each other with website link addresses, and also provide search content to each other through on-site search. 3. Customer relationship management strategy (1) Establish a consumer personal information database. Establish a perfect database system for users' personal information to keep abreast of users' dynamic information and needs. A complete and effective personal database is very important for many enterprises. You can pass on the latest product information of the company to users, attract their curiosity and consume this product. (2) Keep in touch with customers regularly. You can keep in touch with customers by phone or email at any time to increase interaction. Ask them about their feelings, advantages and disadvantages of existing products and the requirements of ideal products. Let yourself know more about consumers. Provide free online products for your website visitors. These products can be mobile phone applications, mobile phone use and so on. You can also make concrete returns in kind to thank some experienced users who have contributed to the product. V. Program Implementation Plan (I) Specific Action Plan According to the above network marketing strategy, we have launched a specific network activity plan, mainly targeting young and middle-aged students and students who have just joined the work. They are targeted mainly because they are avant-garde, fashion-oriented and highly sensitive to price. The specific scheme is as follows: 1. Event theme? Come to HTC website, feel the fashion shock and win the mobile phone award? 2. The activity time starts from, and ends on. 3. Participation form of online activities Content activities This online participation form is mainly based on lottery. As long as users who register HTC website have the opportunity to participate in the lucky draw, 100% chance of winning. The longer you spend online, the better your chances of winning the lottery. The publicity method releases messages to registered users by mail, telling them that forwarding the mail to certain conditions can increase the chances of lucky draw; And publish online advertisements on major websites; Cooperate with partner websites and let them cooperate with this activity. Let this activity spread widely and let more people participate. Prize Setting Prize Amount First Prize HTCHero Mobile Phone 10 Second Prize HTCMagic Mobile Phone 20 Third Prize HTCClick Mobile Phone 50 Excellence Award Honorary Members of HTC Website Participate in Activities (II) Planning Scheme Various Expenses Budget and Effect The specific budget and effect of this online activity are as follows: (1) Online activity expenses, online advertising expenses and other expenses (including prize expenses, personnel expenses, etc. ) It's estimated at 10,000 yuan. (2) It is estimated that 10,000 people will participate in this activity to achieve the purpose of enhancing brand awareness. (3) Use the word-of-mouth effect to upload this activity from online to offline. (4) Through online activities, a large amount of user information can be obtained, and a more complete database can be established, which will affect them to become potential consumers. (3) Scheme Adjustment The world is changing, and the scheme should also be changed to cope with emergencies: (1) The budget can be adjusted according to the participation of users, and it can be increased or decreased appropriately; (2) Prizes can be increased according to the number of participants. (3) According to the influence of the activity, the plan can be adjusted appropriately, and follow-up activities can be increased, which will have a lasting impact.