93 The Marketing Research of DSC Viewfinder Technology

Since 2008, many DSC manufactures in Japan, realized a new viewfinder technology (MILC), which could challenge the traditional camera market and create a new niche for small companies especially. Afterward. several brilliant products have been announced, such as: Panasonic Digital Camera Lumix G Series, Sony Nex-3, Nex-5, Nex-C3,and Samsung NX100 respectively. Moreover Sony launched brilliant 1‚ 33, 1‚ 35, 1‚ 55 and 1‚ 77 , introducing a new device for viewfinder: Translucent Mirror Technology or Single-Lens Translucent (SLT) in 2010, and attracted many photo-fans. In our research, we collect more than 300 cases from the telephone survey during March 2011 to June 2011. Total of 232 cases comply with the conditions. To probe mainly into the relationship between SLT Confidence level and 3 different potential customers: Amateur Photographer (AP), Senior Photographer (SP), and photo fans (PF). Theprofiles of contingency table were used to explore the potential preference for the camera with SLT device. That is the reason what we are probe into this highly competitively market with brilliant creative design, and hope to offer an objective suggestion for both industry and education administers.