论文代写被抓:柯达公司的市场生存情况

论文代写被抓:柯达公司的市场生存情况

柯达公司在摄影领域已经生存了几十年。他们曾经是电影摄影的市场领导者。标志性的“柯达时刻”被认为是该公司最受欢迎的流行语和口号之一。(革顺,2013)。优质的胶片摄影曾经是公司的竞争优势。由于这一点和柯达促销的流行广告促销,使该公司在80年代保持领先地位(Munir & Phillips, 2005)。公司从1990年初开始逐渐衰落。当数码摄影首次进入市场时,他们并没有欣然接受(Munir, 2012)。由于这一点,其他公司得以成功和建立自己。这导致公司面临问题(Munir & Phillips, 2005)。然而,尽管遭遇了这些挫折,柯达仍设法留在了市场上。这是由于柯达的品牌形象(Gershon, 2013)。巨大的品牌资产和消费者惠顾,使该公司得以在当今时代维持下去。


论文代写被抓:柯达公司的市场生存情况
除此之外,他们还改变了自己的商业模式,以取代当前的趋势。这一点已在下文详细说明。这是由于没有鼓励创新和拥抱变革。柯达为了纠正这一问题已经开始了一系列的冒险。柯达在疲弱的金融时报下得以生存,并在当前的时代得以维持(Hollensen, & Opresnik, 2015)。他们将重心转移到数字印刷上,并开发出更现代的商业模式。柯达是一家高度整合的公司,在这一过程中获得了巨大的品牌价值。公司有足够的基础设施来开发新的创新产品(Hollensen, & Opresnik, 2015)。他们曾试图通过并购交易来平衡自己的地位。拥有11000多项专利,拥有一支强大的研发团队。

论文代写被抓:柯达公司的市场生存情况

Kodak Company has survived over many decades in the field of photography. They were once the market leaders in sales for film photography. The iconic “Kodak Moments” was considered to be one of the most popular catch phrase and tagline for the company. (Gershon, 2013). Superior film quality of the film photography was once the competitive advantage of the company. Owing to this and the popular advertising promotions of Kodak promotions, it had enabled the company to remain a leader in the 1980s (Munir & Phillips, 2005). The company met a gradual decline from early 1990 onwards. They did not embrace digital photography when it was first introduced in the markets (Munir, 2012). Owing to this other companies were able to succeed and establish themselves. This led to the company to face issues (Munir & Phillips, 2005). Nevertheless in spite of these setbacks Kodak has managed to remain in the markets. This is due to the brand image of Kodak (Gershon, 2013). Immense brand equity and consumer patronage has allowed the company to sustain in the current times.


论文代写被抓:柯达公司的市场生存情况
Apart from this they had also changed their business model in lieu of contemporary trends. This has been elucidated in detail in the following. This was due to not fostering innovation and embracing change. Kodak to correct this issue had embarked on a number of ventures. Kodak has managed to survive under weak financial times and has sustained in the current times (Hollensen, & Opresnik, 2015). They had shifted focus to digital printing and developed more contemporary business models. Kodak is a highly integrated company it has managed to garner immense brand equity owing to this process. There is adequate infrastructure for the company to develop newer innovative products (Hollensen, & Opresnik, 2015). They had tried to leverage their position by means of acquisition and merger deals. They have more than eleven thousand patents and a strong research and development teams.

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