Discussion On The Marketing Strategy Of Invisalign In China

Oral health has gradually become the focus of attention of people with increasingly rich material life.China's huge population base,the continuous improvement of the economic environment in recent years,the deepening of reform and opening up,and the general enhancement of the people's awareness of oral health are all aspects that attract the coming of Invisalign company.At the beginning of 2012,after Invisalign company entered China,facing the huge market demand and increasingly complex market environment,how should Invisalign company set the target market in combination with its own technological advantages? What kind of marketing strategy should we use? How should the invisible orthodontic market develop? In the current social and economic situation,it is necessary to fully consider various factors affecting the market,apply management knowledge,rationally allocate resources,and strive to foster strengths and avoid weaknesses.The author has worked in the marketing department of the health care industry for many years and joined the Invisalign company in recent years.The author is familiar with the general medical policy environment,in addition,the author has first-hand information on the correction market,and has close contact with clinics in the regional market and participates in many aspects of its marketing and store operations,so as to better understand the market pain points and demand points.The research ideas and contents of this paper are as follows: firstly,the orthodontic consumables industry was introduced from the dental industry as the research background,and the current marketing situation of the company was summarized,pointing out the existing problems in the company's marketing.Secondly,it makes a comprehensive and systematic analysis of the marketing macro-environment and industry competition environment of Invisalign company in orthodontic consumables market.Thirdly,the SWOT analysis framework is used to analyze the strengths,weaknesses,opportunities and challenges faced by the current Invisalign company,and to formulate a marketing mix strategy.Finally,according to the proposed marketing promotion plan,it gives the implementation of the marketing strategy of Invisalign company,and also draws up relevant measures to ensure the smooth progress of marketing.The main contributions of this paper are as follows.Based on the analysis of the current situation of the operation of invisalign dental braces in the domestic oral correction market,this paper explores in detail the factors that affect the non-bracket invisible correction market.Combining with the relevant principles and methods of marketing and strategic management,it seeks the strategic positioning of invisalign dental braces,selects the target market suitable for its development,and formulates the marketing strategy matching its characteristics of invisibility,comfort,beauty and high efficiency,so as to finally improve its competitiveness and market share in China.At the same time,it is also expected to learn from foreign advanced oral health technology and education methods to provide useful reference and enlightenment for the development of related enterprises and industries engaged in orthodontic consumables business in China.The shortcomings of this paper are as follows.Data collection: some data involve business secrets of enterprises and the others are incomplete.In this regard,the author takes certain confidentiality measures,such as displaying data only and not disclosing the name of the enterprise.Incomplete data will be accounted for and supplemented by existing data.At the same time,various systems and policies of the medical and health industry may be affected by national policies,local policies and other aspects,and huge policy fluctuations will affect the effectiveness of the new assessment methods generated in the conclusions of the paper.Solution: the author fully studies the current policy situation and reasonably and predicts the future policy direction when formulating the new assessment method,so as to adapt the conclusion to the development of policies and systems as much as possible.