（代写市场战略分析论文）大疆无人机市场的营销战略分析及优化
摘要：
无人机是无人驾驶飞机的简称，它通过无线遥控技术与自备的程序操控飞行。无人机最早被应用在军工领域，随后在民用与商用领域普及。与军工用无人机相比，民用与商用无人机技术难度小，售价低廉，因此广受市场喜爱，在航拍、农业、测绘、应急救灾、物流与个人消费领域正不断得到应用。
前瞻产业研究院发布的《2015-2020年中国无人机行业市场需求预测与投资战略规划分析报告》数据显示，
全球无人机市场规模目前保持在312.64亿元--315.17亿元之间，预计未来十年全球无人机产业市场规模将达673亿美元，随着无人机产业发展，消费级无人机迅速兴起，并呈现爆发式发展的态势。
大疆创新是全球领先的小型无人机厂商，占据了全球民用小型无人机约50%的市场份额，公司80%的产品都是销往国外。被硅谷认为能与苹果比较的隐形的世界级无人机公司。其全球热销产品Phantom产品，被美国《时代》杂志评为2014年度十大创新工具全球第三。Iphone6PULS排名第四。大疆公司是06年成立的专注无人机的公司。它的创始人汪滔曾先后在哈尔滨工业大学和香港科技大学学习，大疆与这两所大学保持紧密的联系。哈尔滨工业大学的机器人、自动控制技术在国内高校中名列前茅。而汪滔则被一些创客视为无人机技术的大神，也是由创客到创业再到成功企业路径的典范。目前，大疆创新仅仅靠销售额和利润这些数据估值已经超过5亿美金。
关键词：无人机产业；大疆科技；大疆无人机；全球市场；
Market research on DJI
Abstract:
Unmanned aerial vehicle (UAV) is referred to as the unmanned aircraft, it through the wireless remote control technology and self-contained program flight control. UAV is the earliest application in military field, then in civil and commercial areas popularity. And the military with UAV compared, civil and commercial no small difficulty in computer technology, the sale price low, so popular favorite market, in the aerial, agriculture, mapping, emergency relief, the areas of logistics and personal consumption is constantly applied.
Prospective industry Research Institute released <2015-2020 China UAV industry market demand forecast and investment strategy planning analysis report > data show,
Global UAV market size is currently maintained at 312.64 billion yuan --315.17 billion yuan expected future ten years global computer industry market size will reach $673 million, with the UAV industry development, consumer grade UAV is rising rapidly, and appears erupt type development trend.
DJI is the world's leading small machine manufacturers, occupy the market share of about 50 percent of the global civil UAV, 80% of the company's products are sold abroad. By Silicon Valley think and compare apples with invisible world class UAV company. The world selling products phantom products, American Journal of < time > rating for the year 2014 ten innovative tools the world's third.Iphone6PULS ranked fourth. Xinjiang company is set up in 2006 the focus of UAV company. Its founder Wang Taoceng successively in Harbin Industrial University and the Hong Kong University of science and technology learning, Xinjiang and the two university maintain close Contact. Harbin Industrial university robot, automatic control technology in domestic colleges and universities in the top. And Wang Tao is some a customer as the god man machine technology and by a passenger to venture to the model of path of a successful enterprise. At present, DJI only rely on sales and profit of these data valuation has more than $5 billion.
Keywords: UAV industry; DJI; the world market;
目录
摘要、关键字................................................................................................................1
一、企业概述 2
二、问题概述 4
三、方法论 5
（一）PEST 5
（二）五力模型 5
（三）SWOT 5
（四）STP 6
（五）营销组合4P 7
四、公司进入华东市场宏观环境分析 7
（一）PEST分析 7
1经济环境 7
2.政治环境 9
3.社会环境 9
4.技术环境 9
（二）五力分析 10
1.供应商的议价能力 10
2.购买者的议价能力 10
3.替代品的威胁 10
4.潜在竞争对手 11
5.现有竞争者的竞争程度 11
（三）主要竞争者分析 11
五、公司的SWOT分析 12
（一）优势分析 12
（二）劣势分析 13
（三）机遇 13
（四）威胁 14
六、公司准备进入市场的营销战略 15
（一）STP分析 16
1.市场细分 17
2.目标客户群体 18
3.市场定位 18
（二）营销组合分析 19
1.产品策略 19
2.价格策略 20
3.销售渠道 20
4.促销手段 20
（三）发展前景 20
（四）公司在新市场的行动方案 21
1.促销活动 21
2.活动目的 21
3.活动要求 22
七、公司在新市场开展营销活动其他战略支持 23
（一）公司组织结构 23
（二）公司人力资源计划 24
1.员工招聘 24
2.员工培训 24
八、问题及对策 25
九、参考文献 26
参考文献
1、《大疆无人机：世界一流的中国制造》经济视野
2、《大疆无人机占领国际市场的成功经验与启示》对外经贸资讯
3、《大疆创新汪滔：怀揣理想才能走得更远》大众创业
4、《风口上的无人机：哪些上市公司将随风而飞？》腾讯证券
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