A Study On Omni Vision Technology Image Sensor Marketing Strategy

With the rapid development of China's Smartphone market, increasing complexity of industrial distribution and increasingly fierce market competition, smart phone image sensor industry in China has grown. As a result, smart phone image sensor localization in China enterprises not only need to upgrade their technology, operations, company size and number of funds, but also need to adjust their technologies, products, products, prices, market positioning in accordance with the characteristics of China's market to occupy it. Serving as the leader in designing, developing and supplying of image sensor, Omni Vision hasn't find a proper point to breakthrough. It is obvious that foreign companies, such as Omnivision, can't adjust to China's market environment well.In this paper, the author cites the development of Omnivision technology smartphone image sensor as the basis of the analysis, focusing on the inside and outside weakness in the process of marketing. The first part introduces the background, the purpose, the problems, the of the research, the significance and the method of the research. The second part gives us a summary and statement of the existing foreign and domestic research. The third part analyses the internal and external environment of the Omnivision including PEST, industry analysis, market analysis, competitive analysis and internal environment analysis, and on the basis of above of all, a SWOT analysis would be given to recognize the opportunity,the threat, the advantages and disadvantages of the company. The forth part gives us the STP(market segmentation, target market selection and market positioning) of the Omnivision on the basis of the Smartphone image sensor market demand characteristics and the development of Omnivision Technologies, and then provides target market strategy of it. The fifth part proposes the strategy in the marketing process including product strategy, price strategy, promotion strategy and place strategy. The last part proposes safeguards to ensure successful implementation of the strategies.The paper chose Omnivision as the research object, which is famous in the field of image sensors developing and designing. The paper analysis the internal and external environment using the method of SWOT, Porter's five foeces competitive analysis and STP analysis to systematically discuss the marketing strategy of application of CMOS image sensor in smartphones from the perspective of the positioning strategy and marketing strategies. The research is important in solving problems in competition, improving business performance and constructing core competitive advantages. It also have significance on promoting other mobile phone parts and products and developing effective marketing strategies.