大疆科技发展时期品牌传播策略研究

A Study on the Communication Strategy of Science and Technology Brand in DJI's development period

消费级无人机领域的先锋者大疆重新定义了"中国制造"的科技品牌内涵。本文分析了大疆在发展时期定位全球化品牌、建立品牌认知度和知名度方面的品牌传播策略。总结其品牌传播的基本方式和特色,分析其在实现品牌全球化、提升品牌知名度、加强用户体验、提升网络口碑等方面的经验和启示,对于我国国内科技品牌的传播有着一定的参考价值。

The pioneer in the field of consumer unmanned aerial vehicles has redefined theconnotation of "Made in China" technology brand. This paper analyzes the brand communicationstrategy of positioning Xinjiang in the development period and establishing brand awareness andvisibility. Summed up its basic way of brand communication and characteristics,analysis of itsbrand in the global,enhance brand awareness,enhance the user experience,enhance the reputa-tion and other aspects of the experience and inspiration for the spread of China's domestic tech-nology brand has a certain reference value.