Research On Canon Digital Camera Marketing Strategy

Digital Camera is a new product, it stands for the use of technology. After the invention of the digital camera, it replaces the traditional film camera in a short time. The digital camera markets expand year by year worldwide. With the developing of China, the Digital Camera market was grown rapidly in China in the past few years. And Canon Corporation is one of the Digital Camera suppliers who benefit from the market's growth. Canon brand Digital Camera got good result in China. But market changes fast, one company can not satisfy with its marketing share. It may lose its marketing share if it can not make the right marketing strategy based on the new marketing environment. The paper use SWOT analysis to find the Canon new situation and use the classical marketing strategy principle,4Ps research Canon's marketing strategy, and after the research and investigation, the author find some problems hidden in the marketing strategy, these problems include product designing and distribution. Such as Canon's camera neglect the trend of technology and lack of some interesting technology that consumer prefer to possess. And Canon's distribution channel is lack of diversity compare with its main competitor. This paper also list some method to handle with these problems. This dissertation also research on the trend of the Digital Camera evolvement, and point out there is a huge threaten in the new low-level market. This dissertation give some suggestions to Canon on the marketing strategy. This paper also concerns some hot-spot issues that widely discussed in China. Such as the graduate's job issues.