The smartphone has ushered in a new generation of mobile Internet devices. A four-inch-long smartphone enables the sharing of real-time information and knowledge, and it can transform lifestyles. People use smartphones to obtain, share and exchange information whenever they desire. The speed of information processing is accelerating, and real-time communication is becoming universal and is no longer constrained by time and space. Now smartphone has become one of the necessaries in everyone’s daily life.

In this paper, I will analyze the smartphone industry first and investigate the global smartphone market by analyzing its growth and the competitive situation. Based on these analyses, I discuss the business management and competitive strategies of HTC who have successfully made the transition into a branding company.

The smartphone has ushered in a new generation of mobile Internet devices. A four-inch-long smartphone enables the sharing of real-time information and knowledge, and it can transform lifestyles. People use smartphones to obtain, share and exchange information whenever they desire. The speed of information processing is accelerating, and real-time communication is becoming universal and is no longer constrained by time and space. Now smartphone has become one of the necessaries in everyone’s daily life.

In this paper, I will analyze the smartphone industry first and investigate the global smartphone market by analyzing its growth and the competitive situation. Based on these analyses, I discuss the business management and competitive strategies of HTC who have successfully made the transition into a branding company.

I. Chinese:
1. 拓墣產業研究所 http://www.topology.com.tw
2. 資策會資訊市場情報中心http://mic.iii.org.tw/index.asp
3. 電子時報 http://www.digitimes.com.tw/
4. 宏達國際電子股份有限公司http://www.htc.com/tw/
5. 江逸之，《4大改變，宏達電拼突圍》，2012年4月，天下雜誌。
6. 王純瑞，《HTC品牌之路》， 2011年3月，經濟日報。
7. 蘇昱霖，「2008年智慧型手機產業發展趨勢分析」，拓墣產業研究所，2008年。
8. 譚雲龍，「智慧型手機產品行銷策略分析-以AppleiPhone、HTCTouch以及LGPRADA手機為例」，交通大學高階主管管理碩士學程，碩士論文，2008。
9. 鄭之傑，「台灣品牌之未來-以華碩，宏碁，宏達電為例」，清華大學管理研究所，碩士論文，2010。
10. 張志豪，「自有品牌對企業價值創造之研究-以宏達電為例」，中央大學財務金融研究所，碩士論文，2009。
11. 朱思穎，「台灣智慧型手機製造商經營策略分析-以宏達電為例」，清華大學科技管理研究所，碩士論文，2010。
II. English:
1. Keller, K.L., 1998, “Strategic Brand Management,” New Jersey: Prentice Hall.
2. Kotler, P.,2003, Marketing Managemnet, Prentice Hall.
3. Aaker, D.A., 1995, “Strategic Marketing Management”, John Wiley & Sons Co., New York.
4. Porter, M.E.,1980, “Competitive Strategy”, The Free Press, New York
5. Hee-Chan Song, 2011,“Analysis of the global smartphone market and the strategies of its major players”, Hanyang University
6. Wikipedia: http://www.wikipedia.org/
7. Taiwan Stock Exchange: http://emops.twse.com.tw/
8. Branding Taiwan: http://www.brandingtaiwan.com.tw/EN
9. IDC Insights: http://www.idc.com
10. Interbrand: http://www.interbrand.com
11. Gartner : http://www.gartner.com/
12. Global Company Intelligence: http://www.globalcompanyintelligence.com/
13. Coda Research Consultancy: http://www.codaresearch.co.uk/
14. Canalys Research Archive: http://www.canalys.com