摘要  随着中国无人机近年来的高速发展,无人机行业已进行了市场划分和业界洗牌,大疆创新公司在浪潮中脱颖而出,成为了全球商业无人机行业的领航者,是行业持续发展的动力。国内众多无人机厂商也试图抢占市场,但效果并不理想,并在竞争中艰难生存,因而这就需要各企业按照自身特色与发展重新认识自身的优劣势,以此研发更先进的产品和制订更适宜的市场营销策略,进而拓展市场。大疆公司如此的成功,正是源自于其对营销策略彻底的实施执行。本文通过运用4P理论、STP分析、SWOT分析等市场营销理论,根据对大疆公司发展现状,市场环境,产品系列以及竞争对手等情况的详细分析,对其营销产品、价格、促销、渠道等策略作深入探究,来剖析出大疆无人机在短时间内做到行业顶端地位的原因进而，让国内无人机企业借鉴到大疆公司优秀的营销策略和模式,学习其成功经验,以提高我国无人机企业的综合实力和核心竞争力。

关键词  大疆无人机  营销策略  SWOT分析  

毕 业 论 文 外 文 摘 要

Title       Research on Marketing Strategy of DJI UAV      

Abstract： With the rapid development of China's UAV in recent years, UAV industry has been the market pision and industry reshuffle, DJI innovation company in the tide stand out as the global business unmanned aerial vehicle industry leader, is the industry continued The driving force of development. Many domestic UAV manufacturers also try to seize the market, but the effect is not ideal, and struggling to survive in the competition, which requires companies in accordance with their own characteristics and development to re-understand their strengths and weaknesses, in order to develop better products and Formulate a more matching marketing strategy, and then capture the market. The success of the company is derived from its thorough implementation of the marketing strategy. In this paper, through the use of 4P theory, STP analysis, SWOT analysis and other marketing theory, based on the development of DJI enterprises, market environment, product line and competitors, such as a detailed analysis of its marketing products, prices, promotions, channels and other strategies For in-depth exploration, to analyze the DJI UAV in a short time to do the top position of the industry  reasons, and then let the domestic UAV companies learn from the excellent marketing strategy and model, learn its successful experience to improve The Comprehensive Strength and Core Competence of UAV Enterprises in China.

Keywords  DJI UAV  Marketing Strategy  SWOT Analysis  

目   次

1  绪论 1

1.1  研究背景 1

1.2  研究意义 1

1.3  研究思路 2

2  理论综述 4

2.1  SWOT分析的含义 4

2.2  STP理论含义 4

2.3  4P营销理论 5

3  无人机市场分析 6

3.1  无人机定义 6

3.2  无人机应用 6

3.3  无人机市场现状 6

3.4  市场趋势与规模 7

4  大疆无人机分析 8

4.1  大疆无人机概述 8

4.1.1  发展历程 8

4.1.2  发展现状 8

4.1.3  产品简介 9

4.1.4  竞争对手 9

4.2  大疆无人机SWOT分析 10

4.2.1  大疆的优势 10

4.2.2  大疆的劣势 10

4.2.3  大疆的机会 10

4.2.4  大疆的威胁 11

4.3  大疆无人机STP营销策略分析 11

4.3.1  市场细分 11

4.3.2  目标市场 12

4.3.3  市场定位 13

4.4  大疆无人机4P营销策略分析 13

4.4.1  产品策略 13

4.4.2  价格策略 14

4.4.3  渠道策略 15

4.4.4  促销策略 16

5  大疆公司营销策略的问题与改进 18