Research On Canon(China) Digital Camera Marketing Strategy

Throughout the development trend of economic globalization, economic recovery difficult situation seriously hinder the development of the digital camera industry. Canon as a representative digital camera manufacturers are facing unprecedented grim situation. The camera industry competition has become more intense since entering the digital era, DSLR technology continues to mature and prices gradually reduced, DSLR gain market and user acceptance quickly and become a hot product. The manufacturers have quit the competition because they not mastered the production technology of DSLR. At the same time, consumer camera market continued to decline that affected by the rapid growth of the smart phone. Canon Inc. is a technology leader in the digital camera market and the market share of the first ten years. How effectively respond to the huge growth potential the world’s largest digital camera market-China?The article first analyzes Canon digital cameras in the domestic development background.Comprehensive description the research results about domestic and international marketing, digital cameras and related industries. Then, analyze trends camera industry, Canon’s development situation and capacity of research in China’s digital camera market. Analysis the canon facing the macroeconomic environment and micro environment, the main characteristics of competitor. Make the summary about Canon digital camera strengths and weaknesses, opportunities and threats. Further, analysis the canon digital camera STP strategy,research Canon digital camera’s marketing strategies and analyze the problem. On this basis, Combined with the development trend of the future in the camera industry, Put forward in the domestic market improvement proposal about the product, price, place, promotion strategy. While the high-quality talent team building, IT information management, public relations aspects of improving and providing efficient safeguards. Through pilot area use the improvement strategies, Prediction the effect and evaluate feasibility of Implementation the strategy. Through this, to develop a more effective marketing strategy, stabilize the brand position and market share of Canon digital camera, expand enterprise competitiveness. Provide the useful marketing ideas for the digital camera manufacturers and related industries.