Research on the Global Marketing Strategy of DJI Based on SWOT-AHP Analysis

Abstract

In the context of accelerating economic globalisation, various industries worldwide are undergoing constant upgrading. The period of the Fourth Industrial Revolution was characterised by comprehensive and far-reaching reform. It is evident that countries worldwide have achieved significant advancements in a variety of fields, including communication technology, new energy sources, materials science, and artificial intelligence. Consequently, the drone industry has emerged as one of the most dynamic sectors within the domain of aviation manufacturing. Of the ongoing integration of global intelligent technology and 5G networks, the application of drones in consumer and various industry scenarios has become increasingly diversified, thereby effecting a transformation in people's production and lifestyles. The development of China's drone industry has been propelled by several key factors. These include the promotion of the Made in China 2025 initiative and China's Industry 4.0 strategy, advancements in artificial intelligence technology, the expansion of application fields, and the support of national policies. Consequently, the inevitable trend of future development will be the mastery of the core technology of domestically produced drones and large-scale international exports. Shenzhen Dajiang Innovation Technology Co., Ltd. has historically maintained a commitment to technological innovation, undertaking continuous improvements to the competitiveness of its consumer drones. The company has also demonstrated a consistent ability to adjust its marketing strategies in overseas markets, a strategy which has contributed to its global dominance in the consumer drone manufacturing sector. Since the launch of its first consumer-grade drone in 2013, DJI has established a leading position in the drone market in Europe and America. The marketing of DJI consumer-grade drones in the US market has become a successful case study for the marketing strategies employed by Chinese high-tech enterprises in overseas markets. This paper has been conducted in order to investigate the marketing strategies employed by DJI in relation to its consumer-grade drones in the European and American markets. Firstly, the present paper introduces the background and significance of the selected topic, and it then proceeds to methodically sort out and summarise the relevant literature from scholars both domestically and internationally. Furthermore, it introduces the content and method of the research, and it finally points out the innovations and shortcomings. Secondly, it introduces the company's profile, development history, and main products. Moreover, an analysis is conducted of DJI's developmental history and operational status within foreign markets. The present study employed the SWOT analysis method to examine the strengths, weaknesses, opportunities and threats associated with DJI's consumer-grade drones in the context of international marketing. It is evident that DJI has implemented a range of measures to ensure the safety of its product marketing in the U.S. market. These measures include the development of technology and patent protection mechanisms, the control of the entire process of implementing marketing strategies, the perfection of assessment and incentive mechanisms, and the strengthening of risk control in the marketing process. Finally, through the combination of SWOT analysis and AHP hierarchical analysis, a survey questionnaire was used to obtain insights into the marketing strategies that Chinese high-tech enterprises can adopt when marketing in the international market. These strategies include improving their technological research and development capabilities, owning their own brands, and developing comprehensive safeguard measures. The analysis indicates that DJI's pre-eminence in the global consumer drone market is attributable to a confluence of factors, including favourable market conditions, policy incentives, technological innovation, and notably, effective marketing strategies. DJI's success in international marketing has not only enabled it to seize a significant market share in the global market, but also guided Chinese high-tech enterprises to establish their core competitiveness within the contemporary development environment, aiding them in formulating more suitable and effective overseas marketing strategies. DJI's triumph in the global market offers a significant learning experience for Chinese high-tech enterprises seeking to expand their marketing operations into foreign markets. This experience merits careful consideration and analysis by Chinese enterprises.