Analysis of the External Environment of the Civil Drone Industry: A Case Study of DJI

Abstract

Nowadays, when it comes to aerial photography drones, consumers think of DJI at the first time. Among consumers, DJI seems to be equated with drones. But DJI is a young company which established in the 2006. This paper conducts a strategic analysis of the macro environment in the initial development stage of Shenzhen DJI Innovation Co., LTD. The analysis is from the aspects of political, economic, social and technological environments four dimensions, to find it strengths, weaknesses, opportunities and threats, and establishes an analysis matrix. It also introduces the historical background and strength of DJI, and tries to find out the successful experience and inspiration of DJI. Through these analysis, it is found that the company relies on the distinction between domestic and foreign markets, product differentiation and keen marketing strategies for its rapid expansion in the field of drones.