Research On Northeast Marketing Strategy Of Align Technology Company

With the increase of per capita disposable medical expenditure and better awareness of oral health in China,the orthodontic industry has developed rapidly.Orthodontics has been accepted by more and more people.The age range of the orthodontics has been extended from teenagers to adults.The orthodontics program has changed from fixed orthodontics to more advanced invisible orthodontics.At present,there are dozens of invisible appliance manufacturers in China.The market competition is fierce.In order to obtain competitive advantage,enterprises should develop appropriate marketing strategies to increase their core competitiveness.Based on the domestic and abroad marketing theories,this paper studies the northeast marketing strategy of Align Technology Company.To analyze the macro environment and competitive environment of the northeast market by PEST model and Five-force model.The existing policies and social economic environment are conducive to the development of medical enterprises and the development of digital technology has promoted th e progress of invisible align.However,the market competition of invisible align in Northeast is fierce.There is a larger number of similar products and the price is low.Then it analyzes the internal environment of the enterprise.There are many employees,large market investment,good brand effect and good technical service in the Northeast market of Align Technology,but there are also problems such as high product price,confusion of channels and high sales index as well.To formulate marketing strategies according to the actual situation of the Northeast market,is to do a good job in new product development,product mix,reasonable pricing,and channel management.On the basis of traditional media promotion,there is new tools to carry out like new media promotion strategies such as Microblog,Wechat,Little red book,etc.Th e vast majority of medical enterprises only focus on marketing promotion towards medical institutions.This article has also formulated online marketing strategies for consumers,so as to reverse the promotion of medical institutions to choose Align products and achieve marketing purposes.