A Study On The Brand Marketing Strategy Of AIGO Digital Camera

Since China'accession to WTO, the global digital camera brands competed to snatch the Chinese digital camera market, so domestic digital camera market lost their price advantage, the lack of core technology and brand marketing strategy, made the development of China-made digital camera very difficult. Prospects for the future development of digital cameras are impressive, with great potential consumer demand, which made the development opportunities and prospects of the digital camera brand very good. Against this background, this paper will focus the research on the marketing strategy of the digital camera brands, to provide some inspiration for our domestic development of digital camera brand. Because of AIGO digital camera playing the leading role of domestic digital camera brand, this paper mainly study the brand marketing strategy of AIGO digital camera.The research idea of this paper is: first, examine the status of domestic digital camera industry and its development prospects. Secondly, analyze the present situation of the AIGO digital camera and the main problems. Then, based on the theoretical analysis, combined with the status quo, focus on AIGO digital camera brand marketing analysis through the SWOT analysis, on the strengths, weaknesses, opportunities and threats of the AIGO digital camera brand. With the brand assets and brand relationship between the two dimensions, divide the AIGO brand marketing into four stages: building, promoting, developing and managing of AIGO digital camera brand. To undertake successfully brand marketing, need some steps: brand orientation design, brand image promotion, brand market expansion, brand extend decision. Finally, based on the previous analysis of this paper, give the suggestion of the countermeasures of its brand marketing: First, draw up diversified development strategy; Second, design the organizational structure of M-type; Third, make full of price and channel advantages; Fourth is active in product development, catch the core technology; Fifth, explore the international market, take the brand international road, and sixth is to win the support of the government.