Research on the Business Strategy Employed by China's Mask Industry to Minimize the Impact of COVID-19
DOI:
https://doi.org/10.54691/bcpbm.v38i.4108Keywords:
Chinese mask industry; COVID-19; SWOT-PEST analysis; Marketing strategy.Abstract
Based on SWOT–PEST analysis theory, this study compares and analyzes the external macro environment impacting Chinese mask companies and the strengths and weaknesses of these companies when confronted with similar unknown risk impacts. Furthermore, this study examines the opportunities and challenges of these companies in such a market environment and analyzes what marketing strategies they should employ. In conducting a comparative analysis, the significance of the study lies in its investigation of the impact of external environmental factors on making marketing strategies, aiming to improve the correctness of the company's choice of marketing strategies. This paper is also significant because it explores how companies can change their marketing strategies to overcome challenges, seize opportunities, and generate growth when facing rapid changes in the economic environment caused by the disturbance from unknown risks. Therefore, this study hopes to provoke discussion on how Chinese mask companies can survive and progress in the post-epidemic era.
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