1. Human environment: 1. Population factor: the relationship between population and market composition; The relationship between population urbanization and market; The relationship between the age structure change of the world population and the market. Geographical migration factors of population: the relationship between the characteristics and laws of passenger flow and geographical environment; The relationship between purchasing motivation and geographical environment. Social factors: family; Social status class affects market segments.
2. Economic environment: 1. Gross national product;
Personal income reflects the purchasing power level. 3. Balance of foreign trade. 3. Natural environment: shortage and protection of natural resources; Environmental deterioration; The effects of the disease.
4. Technological environment: the influence of technology on enterprise competition; Impact on consumers.
Political and legal environment: the stability of political structure and the political and legal environment of the country directly affect the marketing strategy.
Social and cultural environment, education level' religious belief' traditional habits. Microenvironment factors (refers to various factors and conditions that exist around the enterprise and closely affect its marketing activities, including suppliers, competitors, the public and the enterprise itself, etc.). )
1. Supplier: resource guarantee and cost control.
Two. buyer
1. Private buyers: there are many people with different needs, and most of them buy in small quantities, with high frequency, and most of them are non-experts, so the purchase is highly mobile.
2. Group purchase: the number of group purchases is small, but the size of buyers is large; Belonging to derivative demand; The elasticity of group buying demand is small.
3. Middlemen: They buy products and services mainly for monopoly and profit; Purchased by experts; Buy less things. Large single batch.
The commonly used method of marketing environment is SWOT analysis.