Research On Marketing Strategy Of Medical Mask Of Cornerstone Company

At the Two Sessions in 2020,it was proposed to include masks and other important infectious disease protective equipment into the national strategic reserve and write it into the national strategic material reserve development plan.The outbreak of the Covid-19 has almost completely changed people’s consumption concept of medical masks,causing the market demand for mask products to expand immediately,and the market competition for mask products has become more intense.Under this market background,it is urgent for Cornerstone to maintain and increase the company’s market share in the medical mask product market.It is urgent to solve the problems of insufficient product differentiation in marketing,no price stratification,single distribution channels,and product promotion methods that need to be updated.By analyzing the macro environment,interpreting the opportunities for medical masks from domestic and foreign medical device policies,and opening a "Fast Approval" for product registration,companies can quickly obtain product licenses.In terms of the micro-environment,Cornerstone is faced with strong bargaining power of suppliers,and there are many competitors in related industries.At the same time,famous companies such as BYD and Wuling have entered the mask manufacturing industry,and many parties have divided the medical mask industry market.Although the company has a small scale,weak brand capabilities,and low market share,the company has established a production base for medical mask products in the Northeast region,which has almost no competitor production bases.Cornerstone has a 100,000-level clean workshop that meets the requirements of medical masks and manufacturers with medical mask production license qualifications.While meeting high standards,it saves logistics costs and reduces product costs compared with other competitors in the Northeast market.To this end,Cornerstone makes full use of its own advantages in geography and price,adopting an SO strategy to avoid the lack of low popularity of its own small-scale brands compared with its competitors,and focus on developing the medical mask product market in Northeast China.From the perspective of specific marketing strategies,in terms of product strategy,in addition to the production of conventional traditional medical masks,enterprises may also have medical masks that break the traditional routine.Therefore,Cornerstone will increase the width of its products and develop new products and innovative technologies.Add new products with anti-fog sponge barriers,at the same time,make the image of traditional conventional medical masks more design to meet the more diversified needs of consumers,such as making traditional medical masks with specific production technology or culture;In terms of price strategy,based on competition-oriented prices,companies adjust prices through pricing methods such as skimming pricing,seasonal discounts,quantity discounts and promotion allowances;and in terms of channel strategy,vigorously develop diversified Internet marketing channels,in addition to In addition to the e-commerce platform,various sales platforms such as short video platforms and enterprise miniprograms should also be vigorously developed;although online sales are the key development,the offline market has not given up.End consumers can order online and pick up offline or buy online and exchange offline to improve the after-sales service quality of online sales channels;in terms of promotion strategy,Cornerstone adopts knowledge popularization,webcast delivery,offline delivery,etc.Store logo publicity,discount promotions,etc.to promote sales.Finally,from the aspects of institutional security,personnel security,resource security,and material security,it is necessary to do a good job in the basic work of marketing,to give full play to the positive effect of the 4P combination of products.