英文摘要 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.