A Research On DJI Consumers' Drone French Market Strategy

With the acceleration of globalization,more and more domestic enterprises are going to start their international expansion.The demand of oversea market is huge,but the request of each country is varied.For those companys aiming at expanding the oversea market,successfully,establishing one correct marketing developing project is the key factor.Since 2006,Dajiang Innovation Co.,Ltd(DJI)has been developing dramatically in unmanned aerial vehicle(UAV)or Drone.DJI first step into model drone market,then drone for aerial photography,then drone for professional users and industrial users.The intelligent hardware industry has been supported by Chinese government and developed quickly over decades in Shenzhen.DJI expend his business in EU once CE certificate has been approved since 2012,but also has to compete with many strong players.As one of the most potential and important market,French is not only the key market for DJI,but also for many local and international brands.The market completion is extremely fierce.Through data analysis and consulting with responsible person from DJI,we analyze DJI drone in French marketing strategy in detail.Additionally,as the research on marketing strategy in drone section is limited,we also refer to some data and literature research on camera and mobile phone.The thesis in on the basis of these achievement.We analyze the international environment by PEST model,describe the full picture of DJI drone in French market and at the meantime.SWOT model is used to analyze the advantages and the disadvantages of the business development.Analyzing DJI drone business in French by the theory of marketing 4P,and hopefully can find out some shortage or any valuable solution that could be refereed for the exporters of drones and other consumer electronic product.