@Article{JFBI-16-367,
author = {Liu , Fei-YangZheng , Yi and Yao , Lei},
title = {Structure-Conduct-Performance Analysis of China’s Sanitary Napkin Industry},
journal = {Journal of Fiber Bioengineering and Informatics},
year = {2024},
volume = {16},
number = {4},
pages = {367--380},
abstract = {<p style="text-align: justify;">Sanitary napkins are indispensable personal care products for women. China is the largest market for
feminine hygiene products in the world. China’s sanitary napkin industry is also large and stable, with
annual sales reaching billions. However, despite the promise and potential of China’s sanitary napkin
industry, there are few studies on it. In this study, anchored on industrial organisation theory and the
structure-conduct-performance (SCP) paradigm, the characteristics of China’s sanitary napkin industry
will be explored through three specific aspects: structure, conduct, and performance. Structure refers
to the degree and nature of competition for products and services of an industry. Conduct is the market
policies sellers adopt to achieve certain objectives, such as pricing and non-pricing. Performance is the
outcomes reflecting the effects of market operation. The analysis will be conducted from the three aspects
respectively. The results demonstrate that: (i) the market type of China’s sanitary napkin industry has
shifted from competition to oligopoly V and has highly advertising-dependent product differentiation;
(ii) cost-plus pricing conduct is adopted, and advertising sponsorship and channels construction have
become a focus in this industry; (iii) the profit level of China’s sanitary napkin industry is relatively high
but declining, and the industry scale structure needs to be improved. This study provides a theoretical
perspective on the current standing of China’s sanitary napkin industry, which can assist the industry
in growing steadily.</p>},
issn = {2617-8699},
doi = {https://doi.org/10.3993/jfbim02251},
url = {http://global-sci.org/intro/article_detail/jfbi/23432.html}
}