营销管理3环境分析.ppt

1、单元三11/5/20221市场学系 朱辉煌应解决的主要问题应解决的主要问题n什么是环境？n宏观环境有哪些？n微观环境有哪些？n如何分析？11/5/20222市场学系 朱辉煌教学目的教学目的n了解营销环境的本质n了解营销环境要素的内容n掌握环境分析方法11/5/20223市场学系 朱辉煌环境的定义与内容n定义：Marketing Environment-consists of the actors and forces outside marketing that affect marketing managements ability to develop and maintain succe

2、ssful relationships with its target customers.n内容：nMicroenvironment-forces close to the company that affect its ability to serve its customers.nMacroenvironment-larger societal forces that affect the microenvironment.11/5/20224市场学系 朱辉煌11/5/20225市场学系 朱辉煌 营销环境营销环境有哪些有哪些？11/5/20226市场学系 朱辉煌目标市场目标市场产品产品促

3、销促销渠道渠道价格价格营销信息营销信息系统系统营销计划营销计划系统系统营销控制营销控制系统系统营销组织营销组织与执行系统与执行系统人口、经济环境人口、经济环境人口、经济环境人口、经济环境社会、文化环境社会、文化环境社会、文化环境社会、文化环境技术、自然环境技术、自然环境技术、自然环境技术、自然环境政治、法律环境政治、法律环境政治、法律环境政治、法律环境竞争者竞争者营销中介营销中介公众公众供应商供应商国内国内国际国际全球全球11/5/20227市场学系 朱辉煌供应商制造商制造商 中间商中间商消费者消费者竞争者竞争者公众公众人口人口经济经济自自然然科科技技社会社会文化文化政治政治法律法律环境要素环

4、境要素宏观环境要素微观环境要素11/5/20228市场学系 朱辉煌11/5/20229市场学系 朱辉煌微观环境要素分析微观环境要素分析11/5/202210市场学系 朱辉煌微观环境（一）n企业内部环境Companys Internal Environment-functional areas inside a company that have an impact on the marketing departments plans.n供应商环境Suppliers-provide the resources needed to produce goods and services and ar

5、e an important link in the“value delivery system”.n中间商环境Marketing Intermediaries-help the company to promote,sell,and distribute its goods to final buyers.i.e.resellers.11/5/202211市场学系 朱辉煌11/5/202212市场学系 朱辉煌主体主体机构机构观念观念制度制度氛围氛围11/5/202213市场学系 朱辉煌企业机构环境11/5/202214市场学系 朱辉煌彼得（Peters）和沃特曼（Waterman）效率模型结

6、构战略系统11/5/202215市场学系 朱辉煌企业微观环境（二）n顾客Customers-five types of markets that purchase a companys goods and services.n竞争者Competitors-those who serve a target market with similar products and services against whom a company must gain strategic advantage.n公众Publics-any group that perceives itself having an

7、 interest in a companys ability to achieve its objectives.11/5/202216市场学系 朱辉煌顾客类型政府市场国际市场中间商市场产业市场消费者市场Company11/5/202217市场学系 朱辉煌政府市场政府市场生产者生产者市场市场消费者消费者市场市场中间商市场中间商市场资源资源市场市场税收税收税收税收,商品商品商品商品货币货币货币货币货币货币货币货币服务服务服务服务,货币货币货币货币服务服务服务服务,货币货币货币货币税收税收税收税收税收税收税收税收,商品商品商品商品服务服务服务服务,货币货币货币货币服务服务服务服务税收税收税收税收

8、,商品商品商品商品商品商品商品商品,服务服务服务服务商品商品商品商品,服务服务服务服务资源资源资源资源货币货币货币货币货币货币货币货币资源资源资源资源11/5/202218市场学系 朱辉煌竞争环境竞争环境-谁是竞争者n愿望竞争者-买交通工具与买房n一般竞争者-陆海空n形式竞争者-大车与小车n品牌竞争者-奔驰与凌志11/5/202219市场学系 朱辉煌公众类型Company民间公众社区公众一般公众内部公众政府公众媒介公众金融公众11/5/202220市场学系 朱辉煌宏观环境要素分析宏观环境要素分析11/5/202221市场学系 朱辉煌宏观环境要素框架11/5/202222市场学系 朱辉煌宏观环境

9、要素（一）n人口统计人口统计DemographicDemographic-studies populations in terms of size,density,location,age,gender,race,occupation and other statistics.n经济经济EconomicEconomic-factors that affect consumer purchasing power and spending patterns.n自然自然NaturalNatural-natural resources needed as inputs by marketers or

10、that are affected by marketing activities.11/5/202223市场学系 朱辉煌Demographic EnvironmentDemographic EnvironmentWorldwide Population GrowthPopulation Age MixEthnic MarketsHousehold PatternsEducational GroupsGeographical Shifts in PopulationShift from Mass Market to Micromarkets11/5/202224市场学系 朱辉煌Economic

11、DevelopmentChanges in Income:Value MarketingChanging ConsumerSpending PatternsKeyEconomicConcerns forMarketers经济环境11/5/202225市场学系 朱辉煌Economic EnvironmentEconomic EnvironmentIncome DistributionSubsistence economiesRaw-material-exporting economiesIndustrializing economiesIndustrial economiesSavings,De

12、bt,&Credit Availability11/5/202226市场学系 朱辉煌经济环境经济环境n个人收入、个人可支配收入、个人可自由支配收入n个人消费支出：恩格尔定律、家庭生命周期、城市与农村n储蓄与信贷11/5/202227市场学系 朱辉煌自然环境因素自然环境因素n资源：可再生资源、不可再生资源、用之不竭的资源n气候n地貌11/5/202228市场学系 朱辉煌NaturalEnvironment Higher PollutionLevelsIncreased Costsof EnergyShortage of Raw MaterialsChanging Roleof Governmen

13、t自然环境的影响自然环境的影响11/5/202229市场学系 朱辉煌影响自然环境的因素影响自然环境的因素Factors Affectingthe NaturalEnvironmentShortages of Raw MaterialsIncreased PollutionGovernmentalInterventionEnvironmentally SustainableStrategies11/5/202230市场学系 朱辉煌宏观环境（二）nTechnological-forces that create new technologies,creating new product and m

14、arket opportunities.nPolitical-laws,agencies and pressure groups that influence and limit organizations and individuals in a given society.nCultural-institutions and other forces that affect a societys basic values,perceptions,preferences,and behaviors.11/5/202231市场学系 朱辉煌技术环境技术环境n“创造成性的毁灭力量“-市场机会与挑战

15、n效率n电视购物与网上购物知识经济的特点：创新与共享n知识管理11/5/202232市场学系 朱辉煌技术环境nFaster pace of technological change;products are outdated at a rapid pace.nAlmost unlimited opportunities being developed daily in health care,space industry,robotics,and bio-genetic field.nChallenge is not only technical,but also commercial mak

16、e practical,affordable versions of products.nIncreased regulation concerning product safety,individual privacy,and other areas that affect technological changes.11/5/202233市场学系 朱辉煌政治与法律环境政治与法律环境n政局与政制n法规与法律n政府效率n压力团体11/5/202234市场学系 朱辉煌Increasing LegislationChanging GovernmentAgencyEnforcementIncludes Laws,Government Agencies,Etc.that Influence&Limit Organizations/Individuals in a Given Society IncreasedEmphasis onEthics&SociallyResponsibleActions政治环境情况11/5/202235市场学系 朱辉煌社会与文化环境社会与文化环境n文化n次文化n家庭1