Kodak Digital Camera Market Analysis And Marketing Strategy

In that of the standing development of digital technology and market, traditional imaging market will be impacted and replaced by digital imaging market at last inevitably. Only those, which can grasp the new development current and new standard in digital imaging market, can become dominant one in the future photo market. What is the future plan of Kodak, one of the giants of traditional market, in dealing with the Chinese market, which is the largest latent market in whole world?Basing on abundant firsthand data, the paper analyses the market situation and technology condition in China in digital camera. Guided by the spirit of objective and seeking for truth. Though complete analyzing in gross structure of digital camera market, in consumption requirement, and researching in productions renovation and promotion, technology development, brands establishment, price strategy , marketing channel, and services competition state in present digital camera producers, the paper gets below conclusion: digital camera will encounter high speed developing period; 300 million DPI digital camera will become the mainstream product; functions instead of the price will become the first important factor in purchasing decision; and the competitions among main brands are in initial period, while they are drastic too.The paper also brings forward the competitive strategy for Kodak's digital business chain holding the core competition in Chinese digital photo market. On the one hand, utilizing present resource in brand, customers and 6000 multiple shops, Kodak should set up mode of successful and incremental marketing channel and service system to supply digital output. On the other hand, Kodak should reunite the company interior resource and structure, adjust product to develop mainstream products weightily and establish frontal integrated suppliers system.