Population environment analysis

Population is the first element of the market. The population directly determines the market size and potential capacity, and the gender, age, nationality, marital status, occupation and residence distribution of the population also profoundly affect the market structure, thus affecting the marketing activities of enterprises. Enterprises should attach importance to the study of population environment, pay close attention to population characteristics and its development trend, and adjust marketing strategies in time to adapt to the changes of population environment.

1, population analysis

Population is the basic factor that determines the market size. If the income level remains unchanged, the larger the population, the greater the demand for food, clothing, housing and transportation, and the greater the market. Enterprise marketing should first pay attention to the population and its changes in the country or region, especially the content and quantity that affect people's daily necessities.

2. Population structure analysis

(1) age structure. Consumers of different ages have different needs for goods and services. Different age structures form a market with age characteristics. By understanding the demand characteristics of different age structures, enterprises can decide the investment of their products and find the target market.

(2) Gender structure. Gender differences will bring significant differences to people's consumption demand, which is reflected in the emergence of male product market and female product market in the market. Enterprises can produce marketable products according to the different needs of different sexes, formulate effective marketing strategies and develop larger markets.

(3) Education and occupation structure. Different education levels and occupations of the population show different tendencies to market demand. With the expansion of the scale of higher education, the education level of the population has generally improved, and the income level has gradually increased. Enterprises should pay attention to the changes in people's demand for newspapers, books and computers.

(4) Family structure. Family is the basic unit of commodity purchase and consumption. The number of family units and the average number of family members in a country or region can directly affect the demand for some consumer goods. At the same time, different types of families often have different consumption needs.

(5) Social structure. The vast majority of the population in China is agricultural, accounting for about 80% of the total population. Such a social structure requires that enterprise marketing should fully consider the rural market.

(6) State structure. China is a multi-ethnic country. Different nationalities have different cultural traditions and living habits. Specifically, consumers have their own customs and habits in terms of diet, housing, clothing and etiquette. Enterprise marketing should attach importance to the characteristics of national markets and develop products that are suitable for and popular with national characteristics.

3. Population distribution analysis

The geographical distribution of population is different, and the population density in different regions is different. Different places have different population densities, different market sizes and different consumer demand characteristics.

At present, a prominent phenomenon in China is that the rural population flows to cities or industrial and mining areas, and the mainland population flows to coastal economic open areas. Enterprise marketing should not only pay attention to the increase of consumption demand in these areas in quantity, but also pay attention to the change of consumption structure, and should provide more marketable products to meet the needs of these floating population, which is a market with great potential.

Economic environment analysis

Economic environment is the main environmental factor that affects the marketing activities of enterprises, including income factor, consumption expenditure, industrial structure, economic growth rate, money supply, bank interest rate, government expenditure and other factors, among which income factor and consumption structure have great influence on the marketing activities of enterprises.

1, consumer income analysis

The income factor is an important factor that constitutes the market, even more important. Because the size of the market, in the final analysis, depends on the purchasing power of consumers, and the purchasing power of consumers depends on their income. Enterprises must study consumer income from the perspective of marketing, usually from the following four aspects.

(1) gross national product. It is an important indicator to measure a country's economic strength and purchasing power. The faster GDP growth, the greater the demand and purchasing power of commodities, and vice versa.

(2) per capita national income. This is the ratio of gross national income divided by the total population. This index generally reflects the level of people's living standards in a country, and also determines the composition of commodity demand to some extent. Generally speaking, with the increase of per capita income, the demand and purchasing power of commodities will be greater, and vice versa.

(3) disposable personal income. Refers to the part of personal income that can be used for consumption or savings after deducting various taxes paid by consumers and non-commercial expenses paid to the government, which constitutes the actual purchasing power. Disposable personal income is the decisive factor influencing consumers to buy daily necessities.

(4) Individuals can control their income at will. Refers to the disposable personal income after deducting expenses (such as rent, utilities, food, clothing, etc.). ) is used by consumers to buy daily necessities. This part of income is the most active factor in the change of consumer demand, and it is also the main object to be considered when enterprises carry out marketing activities. This part of the income is generally used to buy high-end durable consumer goods, entertainment, education, tourism and so on.

(5) family income. The level of family income will affect the market demand of many products. Generally speaking, the family income is high, the demand for consumer goods is large, and the purchasing power is also large; On the contrary, the demand is small and the purchasing power is small. In addition, we should also pay attention to the analysis of changes in consumers' actual income. Pay attention to distinguish between monetary income and actual income.

2, consumer spending analysis

With the change of consumer income, consumer expenditure will change accordingly, and then the consumption structure of a country or region will also change.

(1) consumption structure. 1857, German statistician ernst engel discovered the regularity between the change of consumer income and the change of consumption structure.

(2) Engel coefficient. Engel revealed this change in consumption structure is usually expressed by Engel's coefficient, namely:

Engel coefficient = food expenditure/total household consumption expenditure

The smaller the Engel coefficient, the smaller the proportion of food expenditure, indicating that life is rich and the quality of life is high; The greater the Engel's coefficient, the higher the proportion of food expenditure, indicating that life is poor and the quality of life is low.

Engel coefficient is an important parameter to measure the living standard of a country, region, city and family. Enterprises can understand the current consumption level of the market from Engel coefficient, and can also infer the trend of future consumption changes and its influence on enterprise marketing activities.

3, consumer savings analysis

Consumer's saving behavior directly restricts the scale of market consumption and purchase. In the case of constant income, if savings increase, the actual purchase will decrease; On the contrary, if the income used for saving decreases, the actual purchase will increase.

Residents' propensity to save is caused by changes in interest rates, prices and other factors. People save for different purposes, some for providing for the aged and some for future purchases. Of course, the ultimate purpose of saving is mainly for consumption. Enterprises should pay attention to the increase and decrease of residents' savings, understand the different motives of residents' savings, formulate corresponding marketing strategies and obtain more business opportunities.

4, consumer credit analysis

Consumer credit, also known as credit consumption, refers to a way for consumers to obtain the right to use goods through credit and then repay the loan on time to complete the purchase of goods.

Credit consumption allows people to buy goods beyond their actual purchasing power, creating more consumer demand. With the development of China's commodity economy, people's consumption concept has changed a lot, and the credit consumption mode has gradually become popular in China, which is worth studying by enterprises.

Analysis of political and legal environment

Legal and political environment is an important macro-environmental factor affecting enterprise marketing, including political environment and legal environment. The political environment guides the direction of enterprise marketing activities, and the legal environment provides the code of conduct for enterprises. Politics and law are interrelated and jointly influence and act on the marketing activities of enterprises.

1, political environment analysis

Political environment refers to the external political situation of enterprise marketing activities. Whether a country's political situation is stable or not will have a great impact on enterprise marketing activities. If the political situation is stable and the people live and work in peace and contentment, it will create a good environment for enterprise marketing. On the contrary, political instability, sharp social contradictions and disorder will affect economic development and market stability. In marketing, especially in foreign trade activities, enterprises must consider the possible impact of political changes and social stability in the host country.

The influence of political environment on enterprise marketing activities is mainly manifested in the principles and policies formulated by the national government, such as population policy, energy policy, price policy, fiscal policy and monetary policy, which will all have an impact on enterprise marketing activities. For example, the state stimulates the growth of consumption by lowering interest rates; Personal income tax is levied to adjust the income difference of consumers, thus affecting people's purchase: product tax and tax on cigarettes, alcohol and other commodities are increased to curb people's consumption demand.

In international trade, different countries will also formulate some corresponding policies to intervene in the marketing activities of foreign enterprises in their own countries. The main measures are:

(1) Import restrictions;

(2) tax policy;

(3) price control;

(4) foreign exchange control;

(5) Nationalization policy.

2. Analysis of legal environment

Legal environment refers to all kinds of laws, decrees and regulations promulgated by the state or local government, and is the criterion of enterprise marketing activities. Only when enterprises carry out various marketing activities according to law can they be effectively protected by national laws. In recent years, in order to meet the needs of economic system reform and opening up, China has successively formulated and promulgated a series of laws and regulations, such as People's Republic of China (PRC) Product Quality Law, Enterprise Law, Economic Contract Law, Foreign Economic Contract Law, Trademark Law, Patent Law, Advertising Law, Food Hygiene Law, Environmental Protection Law and Anti-unfair Competition Law. Enterprise marketing managers must be familiar with relevant laws and regulations in order to ensure the legitimacy of enterprise operation and protect the legitimate rights and interests of enterprises and consumers with legal weapons.

For enterprises engaged in international marketing activities, they should not only abide by their own legal systems, but also understand and abide by foreign legal systems and relevant international regulations, practices and norms. For example, some time ago, European countries banned the sale of lighters without safety protection devices, which undoubtedly limited the export market of low-priced lighters in China. The Japanese government also stipulates that any foreign company entering the Japanese market must find a Japanese company to cooperate with it to limit the entry of foreign capital. Only by understanding and mastering the relevant trade policies of these countries can we formulate effective marketing countermeasures and strive for the initiative of international marketing.

Analysis of social and cultural environment

Social and cultural environment refers to the sum of values, religious beliefs, customs and ethics that have been formed under a social form.

Any enterprise is in a certain social and cultural environment, and its marketing activities are bound to be influenced and restricted by the social and cultural environment. Therefore, enterprises should understand and analyze the social and cultural environment, formulate different marketing strategies and organize different marketing activities according to different cultural environments. The research of enterprise marketing on social and cultural environment generally starts from the following aspects:

1, Analysis of Education Situation

Education level affects consumers' differences in product functions, styles, packaging and service requirements. Usually, consumers in countries or regions with high cultural and educational level require elegant and luxurious packaging of goods, and also have certain requirements for additional functions. Therefore, marketing activities such as market development, product pricing and promotion should consider the education level of consumers and adopt different strategies.

2. Analysis of religious beliefs

Religion is an important factor in social culture, which has a great influence on people's consumption demand and purchase behavior. Different religions have their own unique requirements and taboos on holiday etiquette and commodity use. Some religious organizations even have a decisive influence on believers' purchase decisions. Therefore, enterprises can take influential religious organizations as important public relations targets, pay attention to different religious beliefs in marketing activities, and avoid losses caused by conflicts.

3. Value analysis

Values refer to people's attitudes and views on various things in social life. In different cultural backgrounds, people's values are often very different, and consumers have their own views and attitudes on the color, logo, style and promotion methods of goods. Enterprise marketing must design products and provide services according to different values of consumers.

4. Analysis of consumption customs

Consumption custom refers to a consumption pattern and habit formed by people in long-term economic and social activities. Different consumption customs have different requirements for goods. Studying consumption customs is not only conducive to organizing the production and sales of consumer goods, but also conducive to correctly and actively guiding healthy consumption. Understanding the taboos, habits and taboos of consumers in the target market is an important prerequisite for enterprises to carry out marketing.

Natural environment analysis

The natural environment refers to various forms of material information provided by nature to human beings, such as sunshine, air, water, forest, land and so on. With the progress of human society and the development of science and technology, all countries in the world have accelerated the process of industrialization, created rich material wealth and met the growing needs of the people. On the other hand, it faces problems such as resource shortage and environmental pollution. Since the 1960s, countries all over the world began to pay attention to the impact of economic development on the natural environment, and set up many environmental protection organizations to urge governments to strengthen environmental protection legislation. These problems are challenges to enterprise marketing. For marketing managers, they should pay attention to the changing trend of the natural environment, analyze the opportunities and threats of enterprise marketing, and formulate corresponding countermeasures.

1, Analysis of the Growing Shortage of Natural Resources

Natural resources can be divided into two categories. One is renewable resources, such as forests and crops. These resources are limited and can be reproduced, but excessive logging and occupation of cultivated land should be prevented. Another resource is non-renewable resources, such as oil, coal, silver, tin and uranium. This resource is limited. With the extensive exploitation of human beings, some minerals are on the verge of exhaustion. The shortage of natural resources will make many enterprises face the threat of rising raw material prices and production costs; However, on the other hand, it forces enterprises to study how to make more rational use of resources and develop new resources and substitutes, which in turn provides enterprises with new resources and marketing opportunities.

2. Analysis of increasingly serious environmental pollution

The development of industrialization and urbanization has had a great impact on the natural environment, especially environmental pollution, which has seriously affected people's health and natural ecological balance in many areas. The problem of environmental pollution has attracted the close attention of governments and the public all over the world, which is a kind of pressure and constraint on the development of enterprises, requiring enterprises to pay a certain price for controlling environmental pollution, but at the same time, it also provides enterprises with a new marketing opportunities, prompting enterprises to study pollution control technology, build green projects, produce green products and develop environmentally friendly packaging.

3. The analysis of government intervention has been strengthened.

The shortage of natural resources and the aggravation of environmental pollution have made governments in various countries strengthen their intervention in environmental protection and promulgated a series of policies and regulations on environmental protection, which will restrict the marketing activities of some enterprises. Some enterprises need to invest in pollution control, which will affect the expansion of reproduction. However, enterprises must focus on the overall situation, be responsible for society and future generations, strengthen environmental awareness, consciously abide by environmental laws and regulations in the marketing process, and shoulder the social responsibility of environmental protection. At the same time, enterprises should also formulate effective marketing strategies, not only to digest the necessary costs paid by environmental protection, but also to tap the potential in marketing activities to ensure the realization of marketing objectives.

Analysis of scientific and technological environment

Science and technology is the most active factor in social productive forces, which affects the historical process of human society and all aspects of social life, especially the marketing activities of enterprises. Modern science and technology are advancing by leaps and bounds, and the influence of scientific and technological development on enterprise marketing activities is manifested in the following aspects.

1, the development of science and technology promotes the adjustment of social and economic structure.

The discovery and popularization of every new technology will bring new market opportunities to some enterprises and lead to the emergence of new industries. At the same time, it will also pose a threat to some industries and enterprises, be impacted or even eliminated. For example, the use of computers replaces traditional typewriters, the invention of photocopiers squeezes out carbon paper, and the emergence of digital cameras will take away most of the film market.

2. The development of science and technology has promoted the change of consumers' buying behavior.

With the development of multimedia and network technology, new shopping methods such as "TV shopping" and "online shopping" have emerged. People can also order air tickets, plane tickets, theater tickets and ball tickets through the "network system" at home. Industrial and commercial enterprises can also use this system for advertising, market research and sales of goods. With the progress of the new technological revolution, the way of "convenient purchase and service at home" will continue to develop.

3. The development of science and technology affects the innovation of enterprise marketing mix strategy.

With the development of science and technology, new products are constantly emerging, and the product life cycle is obviously shortened, which requires enterprises to attach importance to the development of new products and accelerate the upgrading of products. The development and application of science and technology reduces the product cost and price, and can quickly grasp the price information, requiring enterprises to do a good job in price adjustment in time. The development of science and technology promotes the modernization of circulation mode, which requires enterprises to adopt customer self-service and various direct selling methods. The development of science and technology has diversified advertising media, rapid information dissemination, broad market scope and flexible promotion methods. Therefore, enterprises are required to constantly analyze the new development of science and technology, innovate marketing mix strategies and adapt to the new changes in marketing.

4. The development of science and technology promotes the modernization of enterprise marketing management.

The development of science and technology provides the necessary equipment for the modernization of enterprise marketing management, such as the extensive use of computers, fax machines, electronic scanning equipment, optical fiber communication and other equipment, which plays an important role in improving the level of enterprise marketing management and realizing modernization. At the same time, the development of science and technology also puts forward higher requirements for enterprise marketing managers, prompting them to update their concepts, master modern management theories and methods, and constantly improve their marketing management level.