Research On The Competitive Strategy Choice Of HTC Electronic Company

The formulation of competitive strategy is an indispensable part of modern company development.In order to gain competitive advantage,win market share and create benefits in the fierce market competition,it is necessary to make accurate competitive strategy.HTC electronic company belongs to the electronic information industry,which is characterized by rapid technological innovation and frequent product updates.HTC electronic company was founded in 1997.Its main business is communication terminal mobile phones and related peripheral products.In 2011,HTC Electronics was the second largest mobile phone manufacturer in the world,second only to apple in the United States.However,after that,HTC electronics began to decline gradually due to inaccurate product positioning and enterprise competitive strategic direction.In 2017,HTC electronics company's financial loss was nearly 3.64 billion yuan.With the application of VR technology and the arrival of 5g era,HTC electronics company has ushered in development opportunities.Therefore,how to stop the loss and maintain market share,survive in the increasingly competitive market environment,and establish a long-term and reasonable competitive strategic plan is extremely important,which is an important topic for HTC company.This paper analyzes the internal and external environment of HTC electronic company on the basis of combing the competitive strategy literature and related theoretical research.First of all,PEST analysis and five force model analysis are used to analyze the external macro environment of HTC enterprises.It shows that in the current competition of external electronic industry,potential entrants and substitutes pose a greater threat,and the current industry tends to be saturated and the competition is very fierce.Further,this paper analyzes the internal environment of HTC electronic company by using the basic situation of HTC electronic company,the main business and benefit situation,the organizational structure and human resource situation.Combined with SWOT matrix analysis,it shows that HTC electronic company is currently in a market environment with both opportunities and challenges.If enterprises want to occupy a place in the fierce competition and seek for performance breakthrough,they must overcome the problems such as unclear patent layout,insufficient number of patents and small market influence.Therefore,on the basis of the above analysis of internal and external environment of HTC electronic company,the paper puts forward the reasonable distribution of the implementation of market development,technological innovation,product diversification and focus,and the strategic development policy adjustment guided by the differentiation strategy.Further improve and optimize the management system,promote the effective matching of resources,strengthen and enhance the company's innovation ability,establish a professional high-quality team,and strengthen the company's corporate culture construction.