A 6Ps-Based Analysis of HTC Company’s Marketing Strategies in Mainland China

Taiwan’s smart phone brand HTC was once a typical symbol of Asian information technology and one of the world’s largest smart phones’ OEM as well as the earliest companies involved in the development of smart phones manufacturing. Since 2011, due to its complex product line, single sales distribution and deficiency in marketing investment in Mainland market, sales volume of HTC has been declining unceasingly, with market share decreasing year by year. The brand seems to have disappeared in recent years. This study applied the 6Ps model to analyze the marketing strategies of HTC in Mainland China by observing the current marketing environment. Through the analysis of current development of HTC, problems and inner causes could be found and reasonable suggestions provided accordingly.