营销管理3环境分析课件

1、营销环境单元三9/30/20221市场学系 朱辉煌应解决的主要问题什么是环境？宏观环境有哪些？微观环境有哪些？如何分析？9/30/20222市场学系 朱辉煌教学目的了解营销环境的本质了解营销环境要素的内容掌握环境分析方法9/30/20223市场学系 朱辉煌环境的定义与内容定义：Marketing Environment- consists of the actors and forces outside marketing that affect marketing managements ability to develop and maintain successful relations

2、hips with its target customers.内容：Microenvironment - forces close to the company that affect its ability to serve its customers.Macroenvironment - larger societal forces that affect the microenvironment.9/30/20224市场学系 朱辉煌环境要素9/30/20225市场学系 朱辉煌目标市场产品促销渠道价格营销信息系统营销计划系统营销控制系统营销组织与执行系统人口、经济环境社会、文化环境技术、自

3、然环境政治、法律环境竞争者营销中介公众供应商国内国际全球9/30/20227市场学系 朱辉煌供应商制造商中间商消费者竞争者公众人口经济自然科技社会文化政治法律环境要素宏观环境要素微观环境要素9/30/20228市场学系 朱辉煌微观环境要素分析9/30/202210市场学系 朱辉煌微观环境（一）企业内部环境Companys Internal Environment- functional areas inside a company that have an impact on the marketing departments plans.供应商环境Suppliers - provide th

4、e resources needed to produce goods and services and are an important link in the “value delivery system”.中间商环境Marketing Intermediaries - help the company to promote, sell, and distribute its goods to final buyers. i.e. resellers.9/30/202211市场学系 朱辉煌从身边开始-研究公司环境9/30/202212市场学系 朱辉煌企业机构环境9/30/202214市场学

5、系 朱辉煌彼得（Peters）和沃特曼（Waterman） 效率模型结构战略系统9/30/202215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Company9/30/202217市场学系 朱辉煌政府市场生产者市场消费者市场中间商市场资源市场税收,商品货币货币服务,货币服务,货币税收税收,商品服务,货币服务税收,商品商品, 服务商品, 服务资源货币货币资源9/30/202218市场学系 朱辉煌竞争环境-谁是竞争者愿望竞争者-买交通工具与买房一般竞争者-陆海空形式竞争者-大车与小车品牌竞争者-奔驰与凌志9/30/202219市场学系 朱辉煌公众类型Company民间公众

6、社区公众一般公众内部公众政府公众媒介公众金融公众9/30/202220市场学系 朱辉煌宏观环境要素分析9/30/202221市场学系 朱辉煌宏观环境要素框架9/30/202222市场学系 朱辉煌Demographic EnvironmentWorldwide Population GrowthPopulation Age MixEthnic MarketsHousehold PatternsEducational GroupsGeographical Shifts in PopulationShift from Mass Market to Micromarkets9/30/202224市场学

7、系 朱辉煌EconomicDevelopmentChanges in Income:Value MarketingChanging ConsumerSpending PatternsKeyEconomicConcerns forMarketers经济环境9/30/202225市场学系 朱辉煌经济环境个人收入、个人可支配收入、个人可自由支配收入个人消费支出：恩格尔定律、家庭生命周期、城市与农村储蓄与信贷9/30/202227市场学系 朱辉煌自然环境因素资源：可再生资源、不可再生资源、用之不竭的资源气候地貌9/30/202228市场学系 朱辉煌NaturalEnvironment Higher P

8、ollutionLevelsIncreased Costsof EnergyShortage of Raw MaterialsChanging Roleof Government自然环境的影响9/30/202229市场学系 朱辉煌影响自然环境的因素Factors Affectingthe NaturalEnvironmentShortages of Raw MaterialsIncreased PollutionGovernmentalInterventionEnvironmentally SustainableStrategies9/30/202230市场学系 朱辉煌宏观环境（二）Techn

9、ological - forces that create new technologies, creating new product and market opportunities.Political - laws, agencies and pressure groups that influence and limit organizations and individuals in a given society.Cultural - institutions and other forces that affect a societys basic values, percept

10、ions, preferences, and behaviors.9/30/202231市场学系 朱辉煌技术环境“创造成性的毁灭力量“-市场机会与挑战效率电视购物与网上购物知识经济的特点：创新与共享知识管理9/30/202232市场学系 朱辉煌技术环境Faster pace of technological change; products are outdated at a rapid pace.Almost unlimited opportunities being developed daily in health care, space industry, robotics, and

11、bio-genetic field.Challenge is not only technical, but also commercial make practical, affordable versions of products.Increased regulation concerning product safety, individual privacy, and other areas that affect technological changes.9/30/202233市场学系 朱辉煌政治与法律环境政局与政制法规与法律政府效率压力团体9/30/202234市场学系 朱辉煌

12、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9/30/202235市场学系 朱辉煌社会与文化环境文化次文化家庭9/30/202236市场学系 朱辉煌文化环境 Peoples View of

13、 OrganizationsPeoples View of NaturePeoples View of ThemselvesPeoples View of SocietyPeoples View ofthe UniversePeoples View of OthersCultural Valuesof a Society9/30/202237市场学系 朱辉煌Social/Cultural EnvironmentHigh Persistence ofExistence ofShifts of Secondary Cultural9/30/202238市场学系 朱辉煌全球视野 我们是在全球范围内寻

14、找市场机会9/30/202239市场学系 朱辉煌全球营销环境微观环境宏观环境（国外）宏观环境（国内）政治法律经济文化政治法律经济文化地理与设施技术竞争分销甲国市场乙国市场丙国市场全球环境技术9/30/202240市场学系 朱辉煌Macroenvironmental ForcesWorld trade enablersAsian economic powerRise of trade blocsInternational monetary crisesMove towards market economies“Global” lifestylesOpening of “new” marketsE

15、merging transnational firmsCross-border strategic alliancesRegional ethnic & religious conflictGlobal branding9/30/202241市场学系 朱辉煌因应营销环境环境管理 Environmental Management Perspective Taking a proactive approach to managing the microenvironment and the macroenvironment by taking aggressive (rather than pas

16、sive) actions to affect the publics and forces in the marketing environment. 9/30/202242市场学系 朱辉煌 重视环境热点1、了解宏观环境的大趋势中国加入WTO , 经济一体化西部大开发战略的实施反腐倡廉力度加强老年化格局妇女权益科技发展迅速环保加强农村人口增长与向大城市迁移9/30/202243市场学系 朱辉煌A.市场结构分析 a.竞争的五种力量 b.市场参与者及市场类型 c.供应链分析B.消费者分析：人口、购买力、偏好C.公司研究：结构、文化、适应性2、了解微观环境的情况9/30/202244市场学系 朱辉

17、煌环境分析方法-SWOT 机会分析与威胁分析9/30/202245市场学系 朱辉煌罗列与衡量9/30/202246市场学系 朱辉煌机会的衡量吸引力高低可能性大小9/30/202247市场学系 朱辉煌威胁的衡量严重性高低可能性大小9/30/202248市场学系 朱辉煌关键外部因素权重评分加权分数机会：1.加入WTO0.0830.242.政府扶持0.0620.123.新工艺0.1110.114.更环保的需要0.1440.565.人口增长0.0940.36环境分析技术 外部因素评价矩阵(EFE)(external factor evaluation matrix)9/30/202249市场学系 朱辉

18、煌关键外部因素权重评分加权分数威胁：1.反倾销越来越普遍0.1020.202.品牌效应0.1240.483.供应商谈判能力强0.0730.214.自销0.1320.265.观念0.1010.10总计：1.002.64注解：(1)评分表示公司是否对各因素作出了有效的反应： 4=反应很好；3=反应超出平均水平；2=反应为平均水平；1=反应很差。(2)总加权分数2.64高于平均值2.509/30/202250市场学系 朱辉煌业务的评价机会大小威胁大小理想业务冒险业务困难业务成熟业务9/30/202251市场学系 朱辉煌优势与劣势分析9/30/202252市场学系 朱辉煌内部因素评价矩阵 (IFE) (internal factor evaluation matrix)关键内部因素权重评分 加权分数优势：1.资金周转率增长至3.80.0640.242.盈利率上升到6.940.1640.643.员工士气高昂0.1840.724.拥有新的计算机系统0.0830.245.市场份额提高到24%0.1230.