Study Of LD Company Consumer Drone Marketing Strategy

Drone,also known as Unmanned Aerial Vehicle or UAV,was invented in early 20~thh century,however.the history drone enters civil domain is as short as over 10 years.Entered drone industry in 2007 and officially founded in year 2009,LD is a renowned drone manufacturer based in China.As the smart phones spreading widely,global electronics technology is advancing rapidly,many technologies that are only applied in military purposes,are entering civil life.The emergence of Iphone reduced the sizes and costs of chips and sensing elements,making miniaturized operable drones possible to civil use.Civil drone market as well as the industry had been growing rapidly in the past years.LD company released its first civil drone known as Product D in year 2016,was favored by the market for its portable design and affordable price.The author analyzes LD Company's marketing strategies by applying the theories studied during MBA program,such as SWOT analysis,PEST analysis,STP strategy and 4Ps Marketing mix.The research methodologies of this include:literature research,comparative study and other methods.This paper is composed of 6 chapters in order to study the marketing strategy of LD company.The first chapter introduces the background and significance of the study.Chapter two reviews the theories and relevant studies that are involved.The main content is in Chapter 3 to Chapter 5,the author analyzes Company LD's internal and external competition environment,and design Company LD's STP strategy and 4Ps marketing mix with reference to the first hand consumer survey conducted by the author.The last chapter is the conclusion of the thesis.By analyzing the macro environment,LD company's internal strength,weakness,external opportunities and threats,the author suggests that LD Company should concentrate on“close range selfie drone”market as the overall competition in consumer drone market is getting more and more fierce.The development of LD's new drone product should emphasize the features such as portability and intelligent and convey the features by applying integrated online marketing methods.Through the research,the author hopes to provide some valuable and applicable reference to LD company.