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HTC的复兴战略:廉价机

三泰虎2月11日译文,痛苦于日益加大的损失,台湾手机制造商HTC表示将纠正主打高端智能机的不切实际的市场营销,扩大廉价机产品线。HTC长期以高端产品供应商而自豪,经过2013年的损失后,该公司表示需要卖出更多人们能够承受的中端手机。在小米等迅速成长的中国竞争对手以及三星电子和苹果等巨头的挤压之下,HTC寻求扭转两年来的销量暴跌,而同期的股价出现了80%的相应下降。

译文来源:三泰虎 http://www.santaihu.com
外文标题:HTC’s revival strategy: Cheaper phones
外文地址:http://articles.timesofindia.indiatimes.com/2014-02-10/hardware/47200197_1_flagship-phone-smartphones-neil-mawston


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TAIPEI/NEW YORK: Smarting from growing losses, Taiwanese phone maker HTC says it will expand its range of cheaper products as it fixes off-target marketing for its premium smartphones.

The company that has long prided itself as a purveyor of upscale, feature-loaded products says it needs to sell more mid-tier and affordable smartphones after losing out in 2013. Muscled off-track by fast-growing Chinese rivals like Xiaomi as well as giants like Samsung Electronics and Apple, HTC is seeking to reverse a two-year sales slump matched by an 80% drop in its share price.

痛苦于日益加大的损失,台湾手机制造商HTC表示将纠正主打高端智能机的不切实际的市场营销,扩大廉价机产品线。

HTC长期以高端产品供应商而自豪,经过2013年的损失后,该公司表示需要卖出更多人们能够承受的中端手机。在小米等迅速成长的中国竞争对手以及三星电子和苹果等巨头的挤压之下,HTC寻求扭转两年来的销量暴跌,而同期的股价出现了80%的相应下降。

Speaking ahead of an HTC earnings guidance presentation, Chang said HTC will sell products in the $150 to $300 retail price range for both emerging and developed markets, along with high-end phones which can sell for over $600. HTC won't get into the "very, very low-end market", Chang said, but will soon unveil a new flagship phone.

"The problem with us last year was we only concentrated on our flagship. We missed a huge chunk of the mid-tier market," said co-founder and chairwoman Cher Wang, speaking to Reuters in New York last week alongside Chialin Chang, HTC's ?chief financial officer.

在发表HTC收益指导演讲前,张嘉临表示HTC将在新兴市场和发达市场开卖零售价格介于150美元至300美元的产品,以及价格超过600美元的高端手机。张嘉临表示,HTC不会进入非常低端的市场,但是很快会揭开一款新的旗舰机型。

“我们的问题在于去年只专注旗舰机型。我们错失了庞大的中端市场。”HTC联合创始人兼董事长王雪红上周与首席财务官张嘉临在纽约接受路透社记者采访时说道。

以下是《印度时报》读者的评论:


译文来源:三泰虎 http://www.santaihu.com/htcs-revival-strategy.html



news reader (Bangalore)
After google's strategy of low cost mobiles, others follow the suit now

谷歌推出低成本手机后,其他公司纷纷效仿。

Why so serious (New Delhi)
presently Samsung with a huge range of phones is king if market. So it will be very difficult for HTC to penetrate in market with no great history in India. They need to come up with something mind blowing at an effective price to compete with market.

三星目前推出了一大系列的手机,是市场之王。HTC在印度并无伟大历史,要想侵入市场绝非易事。他们必须拿出一些杀手锏,以低价来角逐市场。

reetesh Sahay (Bangalore)ith
Nice phone manufacturer, but the prices have become extremely high. Need to cut on prices. Good move

不错的手机厂商,但是价格太高了,需要削减价格,干得好

Roshan Shanbhag (Unknown)
Atlast realised what was going wrong. Should start implementing it faster, BETTER LATE THAN NEVER.

最终意识到了哪里错了,应该尽快实施,迟做总比不做好。

Easwar Venkatraman (Mumbai)
Right strategy in a competitive market. Hope it revives HTC.
Agree (1)Disagree (0)Recommend (1)

该战略适用于竞争激烈的市场,希望能复兴HTC

Jayesh Garg (Unknown)
they don't have a good post sales support... even with flagship models

他们的售后服务不好,就连旗舰机型的售后服务也不好。

Raghav Mehra (delhi)
they should keep their price competitive... they have the technology to compete with the giants, but keeping the phones at low prices will drive them into a different segment of competition altogether

他们应该保持价格竞争力,他们拥有与巨头竞争的技术,保持手机价格地位将使其进入完全不同的竞争领域。

Prasanjit Maity (Mumbai)
even there mid-tier phones are costly for the specs offered

相对其配置来说,就连他们的中端手机也是昂贵的。

Dark Knight Rises (India)
there are only few percent of people who can afford high range phone, large population is middle and lower middle class and they cant afford high range phones
Agree (1)Disagree (0)Recommend (1)

只有少数比例的人才买得起高端手机,大多数人属于中低阶级,他们负担不起高端手机

Shardul Kulkarni (Pune)
HTC not enjoying much popularity in India
Agree (0)Disagree (0)Recommend (1)

HTC在印度不大受欢迎

Rimjhim Koul ()
reducing prices would increase HTC mobile phone sales...
Agree (1)Disagree (0)Recommend (1)

降价能提升HTC手机的销量

Nayanjit Deka (Unknown)
it was necessary, one cannot sustain in this competitive market with some high end phones which costs 30k-50k.
Agree (1)Disagree (0)Recommend (1)

这是必须的,在竞争激烈的市场,仅凭价格3万-5万卢比的高端手机是难以维持的。

ravi (dubai)
HTC is not all that popular in India as of now.
Agree (2)Disagree (0)Recommend (1)

眼下,HTC在印度市场并非那么受欢迎

Arifullakhan Khan ()
Good way to get popular in India, as mid range phones are sold more than higher end phones.

这个方法好,能够让自己的产品在印度变得受欢迎,中端手机的销量比高端手机更高。

sj (Location)
bad service in india

HTC在印度的售后服务不好

Veerendra Nethi (Bangalore)
One need to keep on changing there strategy to survive in the competitive world.

要想在竞争激烈的世界存活下来,你就得不断地改变战略。

Sanket Kulkarni (Bangalore)
HTC Phones are really good and d designs are awesome..

HTC手机真是好,设计也很出色

Mallikarjun Reddy (Chennai, Tamil Nadu)
The first android smart phone is released by them i believe that they can do better .

第一部安卓智能机就是他们发布的,我相信他们能做得更好

Mallikarjun Reddy (Chennai, Tamil Nadu)
it has number of futures in it

HTC前途无量

Bhavik (mumbai)
They should first improve their UI

他们应该首先改善用户界面

Nikunj Sharma (Delhi, India)
HTC trying hard to break the ice

HTC努力打破僵局

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