多品牌数码相机跨城市扩散分析-工商管理专业论文.docxVIP

4.1 研究的局限性··················································································································· - 38 - 4.2 相关市场策略建议··········································································································· - 38 - 参考文献： ······································································································································- 40 - 附录 1 ···············································································································································- 41 - 附录 2 ···············································································································································- 41 - 致谢 ··················································································································································- 51 - 攻读硕士学位期间公开发表的论文·······························································································- 52 - PAGE PAGE 10 引 言 1.研究背景 随着数码相机制造技术逐渐成熟，全球数码相机市场增长迅速。尽管中国数码 相机起步较晚，但中国数码相机市场的发展却十分喜人，并表现出强劲的增长态 势。数码相机在上世纪 90 年代末进入我国，但真正进入普通大众视野还是在本世 纪之初。2001 年我国数码相机市场开始起步，全年销售 19.5 万台，市场增长率为 99%;2002 年销售量为 61.8 万台，增长率达到了 217%;以后几年持续保持了高速的 发展，年均增长在 50%以上，2006 年销量达 680 万台。 中国数码相机市场连续五年保持放量增长态势，2006 年中国数码相机市场， 国外品牌以其优良的性能、全线的产品、具有竞争力的价格迅速抢占了中国市场， 几乎垄断了整个市场，而国产品牌在技术缺失的情况下，价格优势、渠道优势被追 赶，市场份额被挤压。数码相机市场呈现出双极扩张的趋势:一方面主流厂商加大 广告宣传和促销力度，产品降价迅速，超低价产品大量涌现，数码相机普及到三、 四级市场，市场容量迅速扩张;而另一方面，技术更新，新品频出，部分消费者对 专业化的要求提高，产品升级需求迫切。GFK 的分析师也认为我国数码相机己逐 渐普及，进入大众化消费时代，单反数码作为新生代称为数码相机市场新的亮点。 中国数码相机市场的发展吸引了众多厂商来争夺这块新的奶酪，争夺者既有来 自传统照相机领域的佳能、尼康、奥林巴斯、柯达、富士等，还有来自消费和 IT 制造领域的索尼、三星。从数码相机的品牌占有率来看，国外厂商一直都占据着领 导地位，并且为日韩品牌所主导。根据预测，未来五年内，高像素、大变焦、高成 像品质数码相机的销量会高速增长；同时，专业和准专业的数码单反相机随着技术 进步、新品增多、价格下降，将被越来越多的家庭所接受，成为市场新的争夺点。 从产品竞争角度看，2007 年中国数码相机市场形成界限清晰的两条战线：消 费类数码相机市场和专业单反数码相机市场。消费类数码相机普及性高、销量大， 单反数码相机利润丰厚、发展前景广阔。各大品牌依各自企业资源优势和发展战略 的不同，或专注于消费数码相机市场，或致力于单反数码相机市场，亦或二者兼 顾。 在消费类数码相机市场利润逐步摊薄的状态下，众多厂商转战利润较高的单反 数码相机市场。众多数码相机厂商一致看好的单