Research On A Brand Contact Lens Marketing Strategy

The shortsighted incidence rate of China is of 1.5 times to the world average,the amount of population for eyesight rectification in China trumps any other countries in the world.More and more people are in need of our knowledge and services to eye healthiness.But so far,the proportion in the categories for contact lens in China is very small,there is merely 7% market share.This has a huge difference to the existing optical market overseas.As the national economy develops,there are more and more consumers tapping into the contact lens category.The Chinese market has entered a complex era,and the consumer composition has emerged with diversity.We must deeply understand the consumers and analyze their behaviors,to set up the marketing strategy.This thesis has adopted the approach of combining the theory and the practice,to analyze the marketing strategy of A company,using Tianjin market as an example,to analyze with the related marketing management knowledge learned from school.First it is to use PEST model to analyze from a macro environment perspective about A brand in Tianjin market;to use Porter's competitiveness model to analyze A company;at last to use SWOT analysis to construct the SWOT matrix.Using this as a base,then combining the Tianjin invisible market consumer behavior analysis,we can conclude the issues in product combination optimization,low market penetration,lacking consumer experience,and the need to establish the professional image,etc.Focusing on the points above,we make effort to design a more market and consumer oriented marketing strategy through the aspects of product,price,channel,promotion,and services etc.This is to provide the theory support to the company to set up and improve marketing plans,to upgrade the market share,and to achieve the development sustainability.