Study On Overseas Marketing Strategy Of AEE Consumer Selfie Drones

As an emerging high-tech product,drones have been widely used in aerial photography,agriculture,and plant protection.AEE has been in the field of police and military drone market for many years,and it has more than 60% market share in domestic police drone market.With the continuous improvement of product design and technology,AEE would like to expand its brand awareness in the consumer drone market and has launched the CONDOR series aerial photography drones.Compared with DJI,a consumer drone unicorn which accounts for 70% market share,AEE found another way to compete and developed innovative selfie drones.Based on the relevant theories,this paper analyzes the internal environments of the development history of AEE,its selfie drone products and the current situations of overseas sales department.For the external environment,this paper will use PEST to analyze the macro environment of AEE's overseas market,and also use Michael Porter's Five Force model to analyze its competition situation.At the same time,combined with internal and external environmental analysis,the SWOT analysis reveals the main problems in the overseas marketing of AEE's selfie drones.These main problems and difficulties are that the marketing position is not clear;the marketing promotion is insufficient;the developed overseas market has not been stable;the overseas sales department has an unclear organizational structure.In order to solve these problems,STP theory and 4P theoretical analysis was used to analyze selfie drone price strategy,channel strategy and promotion strategy and the mixed marketing strategies.Finally,under the premise of considering problems and difficulties faced by AEE,safeguard measures has formulated by implementing brand strategy;improving R&D strength and increasing patent reserves;conducting product life cycle management;after-sales service improvement and optimizing logistics systems.These safeguard measures will provide protection to AEE's overseas marketing activities.The research in this paper will be helpful to clarify that AEE should adopt strong avoidance strategy to avoid direct competition with DJI in the consumer aerial photography drone market.At the same time,in the emerging market segment of selfie drones,AEE should adopt effective marketing strategies by quickly entering this market and occupy more market shares,and strive to become a world-renowned brand in the field of selfie drones.