DJI UAV International Marketing Case Study

Under the wave of global economic integration,companies from all countries have expanded their eyes from the domestic market to the global market for their own expansion and greater benefits.With the introduction of "China Smart Manufacturing 2025”,China's manufacturing industry has entered a new atmosphere.China's smart products are also moving internationally,driven by manufacturing technology upgrades.The combination of intelligent manufacturing and aeronautical communication technology is the representative product of the fourth-generation industrial revolution.In recent years,with the increasing popularity of drone applications in news reports,live broadcasts,and variety photography,civilian drones have become a well-known hot industry,creating tens of billions of dollars in the global market.Facing the market of international drone products and services with great development potential,under the national policy,Chinese drone companies have caught up with the trend and are in the international market.However,as civil drones move from maturity to maturity,market growth slows down,how domestic drone companies can open up more national markets,and how to improve the international recognition of Chinese drone brands in the drone industry It is the key issue that the UAV industry needs to solve urgently in international trade.Shenzhen Dajiang Science and Technology Innovation Co.,Ltd.is a leading enterprise of consumer-grade UAVs and has a high degree of recognition in the international market.Therefore,this paper selects the company's civil drone international marketing research,hoping to be the same kind of intelligent manufacturing enterprises in China.Transnational management provides a certain reference.Based on the international marketing theory,this paper first collects relevant information data to introduce the case of the selected DJI international marketing,and fully understands the industry,enterprises and specific international marketing activities.Then combined with the marketing analysis method to conduct an in-depth study of the case:understanding its international marketing environment,then analyzing the market segmentation of DJI,the target market and market positioning,comparing the marketing mix with competitors,and then no comparison to Dajiang Human-machine performs SWOT analysis.Finally,based on the analysis of the information,the successful experience and problems of the UAV UAV are summarized,and the recommendations for international marketing of the civil UAV industry are obtained.