A Research On The Marketing Strategy Of Shanghai Seagull Digital Camera

Marketing is of vital importance for the growth and development of an enterprise.Regarding domestic digital camera as research object and taking Shanghai Seagull Digital Camera Co., Ltd.(Seagull Company) as a case, the thesis makes an analysis and research with a combination of marketing strategy. Through making the marketing environment analysis and SWOT analysis of Seagull Company, as well as analyzing the future consumers’ use preference and the tendency of digital camera market in the macroscopic aspect, the thesis concludes the restrictive factors for its development, and finally gives corresponding countermeasures according to these negative factors. As the representative of domestic digital camera enterprises, the condition and case analysis of Seagull Company will provide a certain reference for the development, especially in marketing strategy, of other domestic digital camera brands. In addition, in domestic and foreign documentations,regarding the problem that how domestic digital camera enterprises can better survive and develop, most scholars give the countermeasures of enhancing core technology. However,it is too difficult to achieve immediate effect by only enhancing core technology, thus the documentations are of little operability in practical applications. Under the current situation of the enterprise, the thesis makes questionnaire analysis, marketing environment analysis and SWOT analysis, and gives an analysis of its superiority, weakness, opportunity and threats from the perspective of marketing, and thereby concludes the countermeasures and suggestions for the enterprise as follows: I. Define product positioning and promote brand image; II. Implement diversified development; III. Improve pre-sale and after-sale service quality; IV. Strengthen research and development ability and boost core competitiveness.