中国企業成長の新しいパターンに関する研究

―世界トップ商用ドローン企業DJIの競争優位構築―

抄録

This paper focuses on the growth pattern of the competitive advantage Dajiang Innovation Technology Inc. (DJI), a Chinese drone manufacturer currently enjoys, and how it has developed so as to lead the global commercial drone industry.

In 2005, DJI was ranked third among “The World's Top 10 Most Innovative Companies” by Fast Company, an American consumer electronics magazine, after Google, a leading U.S. internet search engine provider, and Tesla, a leading U.S. electric vehicle manufacturer. DJI’s drone model “Inspire” was ranked second on the list of “Top 10 Tech Product Designs of 2014” by the American magazine TIME.

Unlike the conventional growth pattern of all other Chinese companies, DJI developed the core components, such as the controller system, on its own, and captured 70% of the global commercial drone market in a short period. Moreover, the sales destination of DJI’s products is not developing countries, such as China and other Asian countries, but developed countries such as the U.S., Europe and Japan, where 70% or more of its sales are produced.

This paper explores the key research question of what growth pattern DJI has followed to gain its competitive advantage and jump to the top position in the world commercial drone industry.

Firstly, DJI has created value for customers through its originality and has invented a drone fitted with a camera for a niche market, thus achieving technological leadership as a first mover.. Secondly, DJI has quickly responded to changes in the markets of developed countries centered around the U.S. and established its own brand by letting consumers recognize the value of DJI’s technology and products.

Thirdly, with its production base located in Shenzhen, a superb industrial clusters center, DJI has made efficient use of the industrial infrastructure of parts makers to establish its competitive advantage of low cost and leadership, and expand its market share successfully.