Research On The Competitive Strategy Of Facial Mask Business Of A Company

Since the 1990s,China’s market economy has entered a stage of vigorous development.Since 2013,China has become the second largest consumer of facial mask,second only to the United States.And there is an increasing demand for facial mask.With the continuous change of consumer demand and consumption mode,in the face of strong competition from international brands,China’s facial mask enterprises follow the trend,create their own unique competitive advantages for China’s facial mask enterprises,and constantly create value for consumers.company A is a cutting-edge local cosmetics enterprise producing and selling skin care cosmetics,and the majority of which are online sales channels.More than 60%of the revenue of company A comes from the facial mask business.Company A’s facial mask business is currently facing a good opportunity for the continuous growth of the facial mask Market Size,but company A’s facial mask business also has many problems in its own development process.The facial mask industry where company A’s facial mask business is located is a fully competitive industry,facing the pressure from competitors in the industry.In order to maintain the sustainable development of the company,company A’s facial mask business must formulate its own competitive strategy.Based on the theory of competitive strategy management,this paper first analyzes the macro environment of company A’s facial mask business with pest;Secondly,compares the applicability of the competitive strategy,and establishes the competitive strategy type of company A’s facial mask business.