日本數位相機市場戰略分析 : 以Canon為例

淡江大學機構典藏 > 國際事務學院 > 亞洲研究所 > 學位論文 > Item 987654321/86862

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题名:	日本數位相機市場戰略分析 : 以Canon為例
其它题名:	The strategic analysis of the digital camera market in Japan : a case study of Canon
作者:	蔡幸容;Tsai, Hsing-Jung
贡献者:	淡江大學亞洲研究所碩士班洪振義;Hong, Cheng-Yih
关键词:	數位相機;戰略;行銷;Canon;digital camera;Strategic;Marketing;デジタルカメラ;戦略;マーケティング;キヤノン
日期:	2012
上传时间:	2013-04-13 10:24:01 (UTC+8)
摘要:	日本在全球數位相機市場競爭激烈的變化下，市占率約占全球75%，可謂獨步天下，而Canon數位相機在全球的市場占有率與品牌知名度皆卓越亮眼排名第一。本研究聚焦於日本的數位相機產業，並從市場戰略的角度出發，進而了解日本數位相機在全球的優勢。接著藉由個案分析Canon的數位相機，從企業理念、經營特徵、競爭優勢以及市場戰略來分析此企業成功之因素。本研究主要探討下列二個問題：第一、探討日本數位相機產業的優勢為何？在技術與市場演進的各個階段是運用何種戰略和行銷。第二、探討Canon進入數位相機市場後，是運用何種戰略、戰術、行銷得以擁有目前的地位；和其他競爭對手的差異性與獨特的戰略為何？並從產業內部構造分析、競爭者分析、產業動向分析，三種觀點來做為研究方法。根據以上分析，研發人才充裕、地理群聚，帶動並且支援其他電子產業，壯大了日本相機產業的發達。此外，Canon的企業精神與目的、對人類的尊重孕育了良好的環境，製造販賣分離的體制讓行銷對策對上生產者與對下顧客的需求更能到位，獨自技術的差異化、生產革新活動、產品線的齊全成為競爭力的泉源。行銷的本質就是對話，在現今瞬息萬變的環境中，已經是從MAP到APP的時代。市場戰略無法按圖索驥，而是與消費者共創、對話，形成通暢的迴路，才能抓緊市場脈動，進而回應顧客的需求。對於次世代數位相機的展望，不單只是拍照的樂趣，對於即時分享與傳遞上的應用，相信會是有更多互動的可能性。 Under fierce global competitions, digital cameras from Japan stand unrivaled as they occupied approximately 75% of the global market. Amongst Japan’s digital camera brands, Canon digital camera ranked number one in terms of global market occupation and brand recognition with its outstanding performances. This study will target Japan’s digital camera industry from a market strategy perspective in the investigation of the advantages possessed by Japan’s digital camera in the global competition. This study will then attempt to analyze factors behind the success of Canon digital cameras in aspects of enterprise ideologies, operation features, competitive advantages and market strategies. This study will primarily investigate the following 2 questions: what are Japan’s advantages in digital camera industry? How are marketing strategies applied during the various stages of technological development and market evolution? Secondly, what were the strategies, tactics or marketing strategies applied by Canon in order to maintain its current leading place in the digital camera market? What differentiates Canon from other competitors in terms of strategies applied? Analysis on enterprise infrastructure, competitors, and the trend of the industry will be used by this study as research methods. Based on the above analysis, the abundance of research talents and geographic clustering which motivated and supported other electronic-related industries helped to strengthen Japan’s thriving digital camera industry. In addition, Canon’s corporate spirit and objective also helped to create an ideal environment with respect to mankind. Canon’s separated manufacturing and marketing system can further satisfy both producer and customer demands in terms of marketing strategies. Differentiation created by Canon-exclusive technologies, revolutions in production, and integrated production lines served as Canon’s advantages in the global competition. The essence of marketing is by conversing. In today’s ever-changing environment where MAP is replaced by APP and market strategies no longer follow specific rules, companies must create a smooth-running circuit with the customers as well as converse with the customers in order to correctly grasp the market trend and in return respond to customer demands. As for the next-generation digital cameras, more interactive possibilities are expected no only in terms of shooting photographs but in the application of instant sharing and transmissions as well.
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