| dc.description.abstract | The civilian drone industry has developed rapidly since 2015, drones have gradually
received more and more attention from the public. According to a report released by DRONEII
in 2019, Dajiang Innovation, along with other six Chinese companies, were among the top 20
commercial drone manufacturers in the world. DJI, as the No. 1 drone company, now has
become a leader in the global consumer drone industry through innovative ideas and highquality
and well-designed products. It also made 'made in China' win recognition from all over the world.
This paper attempted to find out the crucial factors that contributed to DJI's rapid development
and success. Then it provided some suggestions to small and medium enterprises (SMEs)
and entrepreneurs in the early stage of entrepreneurship. Based on the SWOT model and life cycle
theory, this study divided DJI's 16 years of development into three stages: initial start-up stage, stage
of stable development, and breakthrough stage. At the initial start-up stage, DJI concentrated on product
research and the development of consumer-grade drones, which helped the company find the proper market.
In the second stage, because of the optimistic drone market prospect, more and more companies entered the
market and the competition becamefiercer. At a breakthrough stage, DJI has gone further in the field of product-based
value-added services to expand the market, for example, DJI applies its product to agriculture, energy,
public safety, etc. However, DJI officials didn't have a listing plan in the short term; as a result, the
capital will be a challenge in the process of new product design. Finally, through the above
analysis and conclusions, some advice will be provided for SMEs. It is suggested that DJI needs
to identify the market. The SME needs to find out the target market and customers in the
beginning. Second, SMEs should seize the opportunity, especially the official policy, like
'Made in China 2035'. Finally, developing core competencies is the key to success. For hightechnology
companies, research and development are critical that the company should always focus on. | en_US |
