摘要

影像产业经过100多年的发展,数码相机刚把胶卷巨头美国的柯达公司逼到破产,

自己又被智能手机打得溃不成军。虽然数码技术和互联网的出现改变了人们的拍摄、

成像和分享方式,但影像产业的本质记录和分享功能并没有随着新技术的改变而改变。

人们尽情享受着不同的拍摄和分享方式带来的光与影的快乐和回忆。

近年来随着数码相机、智能手机和移动互联网技术和功能的不断提升,以胶卷、

相纸为主导的传统影像产业正进入衰退期。同期数码相机、智能手机市场的竞争也进

入了白热化阶段。随着消费者影像需求的多元化和细分化,富士公司推出的“趣奇”

品牌一次成像传统相机和胶片正受到越来越多都市年轻女性的欢迎,这两年正步入快

速发展期。这个细分市场正在形成中,孕育着巨大的成长空间。对于富士这样一家传

统影像公司要在一次成像这样一个细分市场中确定清晰的目标消费群和市场定位,建

立品牌并拥有高效的营销网络是非常具有挑战的。

本文将以富士公司“趣奇” 一次成像业务作为案例,结合本人实际工作及影像产

业,智能手机相关信息以及企业一、二手资料,在企业实际运作过程中就目标营销理

论中的利基市场(Niche Market)营销和竞争战略理论中的聚焦化战略,以及品牌定

位理论进行理论结合实际的分析和演绎,提出对富士趣奇一次成像中国市场的营销战

略。在利用权威理论对研究课题进行分析的基础上结合实际,通过理论和实践相结合

的方法得到一些对本企业未来发展具有现实指导意义的研究结论。

关键词:影像产业,一次成像业务,利基市场,营销战略

中图分类号:F713.111220690206 叶志民
富士 “趣奇” 一次成像产品中国市场营销战略研究

Abstract

After over 100 years' development of photo image industry, digital camera pushed

film giant Kodak to bankruptcy, but was played rout by the smart phone. Although the

emergence of digital technology and the internet has changed the way people capture,

imaging and ways to share, but the nature of record and share fimctions of the photo image

industry didn't change as new technologies. People enjoy the joy and memories of the light

and shadow brought by the different ways to shoot and share.

In recent years, with the rise of digital cameras, smart phones and mobile internet

technology and features, ttaditional photo imaging industry led to films, papers is entering

a period of recession. At the same time,digital camera, smart phone market competition is

going into the white-hot stage. With the diversification and segmentation of consumers'

photo image needs,the “Cheeky” instant cameras and films launched by the Fuji company

are welcomed by more and more urban young women, is entering a phase of rapid

development these two years. This segment market is being formed in, it pregnant with

huge room for growth. It's very challenging to identify a clear target consumer segment

and market positioning, brand building and efficient marketing and channel network in an

photo image segment market for Fuji, especially such a traditional image company.

This essay will use Fuji “Cheeky,,instant business as a case study, combined with my

work and photo image industry, smart phone related information, as well as corporate first

and second-hand information, use the Niche Marketing in Target Marketing Theory and

Focus Strategy in Competitive Strategy Theory in actual operation process, and Brand

Positioning Theory combined with the actual to analysis and interpretation, to raise the

marketing strategy for Fuji Cheeky instant business in China market. With reality on the

basis of the authority of the theoretical analysis of the research topics,and through the

combination of theory and practice to get some conclusions of practical significance for the

future development of the enterprise.

Keyword: Photo image industry, Instant photo business, Niche market, Marketing

strategy

CLC: F713.1

2