深圳市大疆创新科技有限公司进入美国市场营销策略(全英文)

UnmannedAerialVehiclePhantom3SZDJITechnologyCo.,Ltd.深圳市大疆创新科技有限公司MarketingplanofDJI’s

dronestoentertheUnitedStatesmarketContents:ProfileMarketresearchMarketsegmentationProductpositioning MarketinganalysisStrategicdecisionsPolicydecisionMarketingmanagementConclusionⅠProfileCompanyProfileNativenameDa-JiangInnovationScienceandTechnologyCo.,Ltd.TypePrivateIndustyAerialPhotographyFounded2006FouderFrankWangHeadquartersShenzhen,Guangdong,ChinaAreaservedWorldwideProductsPhotographyPlatforms,FlightContollersDivisionChina,NorthAmerica,Europe,JapanSlogan"Thefutureofpossible"WebsiteIntroductionVedioProductProfileProductProfileName:Phantom3Advanced&ProfessionalRelease:April9,2015;London,NewYork,Munich.Price:Phantom3ADVANCEDUSD$999

Phantom3PROFESSIONALUSD$1,259EpicaerialvedioLiveHDviewCompletecontrolPowerful

mobileAPPVisionpositioningEasytoflyWorry-freeAutopilotInteligentbatteryProductProfileFeatures:ⅡMarketResearchGlobalMarketInthemostrecentreportfromBIIntelligence,

Theglobalcommercialdronemarketwilltakeshapearoundapplicationsinahandfulofindustries:

agriculture,energy,utilities,mining,construction,realestate,newsmedia,andfilmproduction.GlobalMarketAsisshowninthechart,mostgrowthinthedroneindustryisonthecommercial/civilianside,astheshiftawayfromthemilitarymarketgainsmomentum.

Themarketforcommercial/civiliandroneswillgrowatacompoundannualgrowthrate(CAGR)of

19%between2015and2020,comparedwith5%growthonthemilitaryside.

TheUSAMarketUASmarketincludesallunmannedvehiclessuchasUAVs,blimpsandzeppelins.Approximately70%ofglobalgrowthandmarketshareisintheUSUnmannedAerialVehicles(UAVs)arethemostpredominantsegmentoftheUASmarketUAVexpendituresreachedmorethanUS$8billionandconstitutedagrowthofmorethan20%in2014HalfoftheexpendituresonUAVsarededicatedforResearchandDevelopmentactivities.UAVmanufacturersremainfairlyconcentratedintheUS.TheUSAMarketUAS(UnmannedAircraftSystems)areanemergingsectoroftheaerospaceindustrywithgreatopportunityandmarketdemandthatcanbeleveragedtohighprofitabilityinthenearfutureTosumup,theUSAUAVmarketisbigandbrilliant!TheUSAMarketThemarketshareofDJIChinesedronemakerSZDJITechnologyCoLtdhasestablishedastrongearlyleadintheU.S.commercialmarketascompaniesturntoitsinexpensive,light-weightflyingdevicesforahostofusesfromshootingfilmstomappingandsiteinspections.Shenzhen-basedDJI,whosebest-sellingPhantom2Vision+droneretailsforaround$1,200intheUnitedStates,estimatesthatitalreadyhasabout70percentofthecommercialmarketworldwideandalargerportionoftheconsumermarket.-ReutersQustionaireThecountry'stotalpopulation:200millionLiklytobuydrones:About30%Potentialbuyers:60millionⅢMarketsegmentationDemographicSegmentationAge：25-50Income:middle-incomeOccupation：Photographer,explorer,white-collar,scientificresearchpersonnel,drawer,instructorandstudentEducation:UniversityculturallevelorhigherPsychographicSegmentationForthosewhowanttofinddifferentsceneryfromlife,thesegroupsofpeopleareyearningfordifferentlifeexperience.BehavioralSegmentationPeoplewhocanacceptnewthings,andalwayshaveacuriositytonewthings,willingtoexperienceanewtechnologicaldevice.HavingafullunderstandingofDJI’sproducts,andhasusedsomeofDJI’sproductsbefore,andhaveadesiretocontinuetoexperiencegreatDJI’sproductsinthefuture.ⅣProductPositioningProductPositioningUnmannedAerialVehiclewithhighHDqualitycamerawhichcanrecord4K

images,andcanprovidethebestperformance,

theprofessionalaerialapplicationexperiencewiththebestrevolutionaryintelligentflightcontrolproductsandsolutionstothecustomers.CorporatePositioningSupremeleaderof

USAUAVmarketshare.CompetitivePositioningGreatcompetitiveadvantageonpriceagainstsensefly、Aeryon、Cybaero、3DRobotics,forinstanse,Phantom3’spriceis50%lowerthanthe3Droboticssolo.ComsumerPositioningThepopularizationofnon-professionalconsumercrowd.ⅤMarketingAnalysisPESTAnalysisSupplyChainTheassemblypartsofphantom3areallsuppliedfromChina,thankstothecompanyyearsofthedevelopmentoftheexpandingandgoodcooperationofpartners,eachpartofthesupplychainhavebeenbetterguaranteed.CompetitiveConditionsRecentcometitiorsintheU.S.Market:

3DRobotics(themostcompetitiveone),senseFlyLtd,Aibotix,