| Summary: | 碩士 === 康寧大學 === 企業管理研究所 === 103 === Global smartphone usage ratio by the end of 2013 reached more than 50%, with the market share powered by the Android-based HTC phone system continuing to decline, whilst Samsung's market share has been rising. The cause is generally considered to be the lack of proper marketing on the part of HTC. In addition, in September 2013, the HTC Magic Espionage case also raised the issue of internal corporate governance. Therefore, this study at-tempts to explore the relationship between HTC's revenue, impact of adver-tising spending and corporate governance. Further, it considers how the in-troduction of technology products will accelerate the speed of consumers switching, thereby affecting the company's revenue, so the study will also take R&D spending into account. In this study, using the two companies’ quarterly data from January 2006 to December 2013, the global financial turmoil of 2008, being a special event has been included as a separate segment. Empirical results showed that: (1) There was no significant correlation between either HTC’s or Samsung’s advertising spending growth rate and their revenue growth rates; however, there was a significant positive impact upon the revenue growth rates is association with increased R & D expediture. (2) It is noteworthy that during the financial crisis sample, HTC's advertising expenditure growth rate had a significant positive correlation with revenue growth rate, whilst Samsung's advertising expenditure growth rates had no significant impact upon revenue growth rates. As a result of this study, itself in line with outside observation, HTC scheduled significant advertising ex-penditure. (3) This study attempts to include HTC’s corporate governance is-sue occurring recently, the results showing its directors and supervisors shareholding ratio has a positive and significant correlation upon revenue. Fi-nally, it makes recommendations based on the findings, and provides refer-ences for follow-up studies of related businesses.
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