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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Jin Chen
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DOI:10.17265/2328-2134/2023.04.001
Ritsumeikan University, Ibaraki, Osaka, Japan
From the perspective of the business ecosystem, this paper analyzes the competitive advantage and platform strategy of Da-Jiang Innovations Science and Technology Co., Ltd. (DJI), a Chinese commercial drone manufacturer that is currently leading the global commercial drone industry. DJI was established in 2006 and developed the industry’s first core components such as drone control system. DJI released its “Phantom” in the United States in 2013 and occupied the global commercial drone market accounting for 70% in a short period of time. Its market share has maintained its superiority till present. During the inflection transition from the formation of a new ecosystem to expansion, DJI has defended and strengthened its core technology through a strong containment strategic action of competing with GoPro; therefore, DJI has obtained its hub position of multiple markets with bargaining power. In addition, DJI has entered the surrounding markets of corporate market from the general consumer market, and instilled its own product standards & design standards (reference design). Furthermore, it has stimulated and revitalized coexisting companies, individual & corporate customers for expanding the ecosystem of drone industry.
business ecosystem, commercial drone, DJI, competitive advantage, platform strategy
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