Abstract: With the progress of science and technology, the social environment is constantly changing, gradually becoming international, and the marketing environment has also changed. In order to make enterprises develop better, marketing environment has become the focus of enterprises' attention. This paper mainly discusses the factors that affect environmental changes, the opportunities and challenges brought by environmental changes to enterprises, and the countermeasures taken to deal with the changes in marketing environment.
Keywords: marketing environment; SWOT analysis; PESTEL analysis
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First, the meaning and characteristics of the marketing environment
(A) the meaning of marketing environment. Marketing environment refers to the collection of various factors related to enterprise marketing strategy and marketing activities that affect enterprise planning and profit. It is constantly changing with the progress of social science and technology, international cultural exchange, enterprise competition and the promulgation of political laws. Marketing environment and enterprises can be called partners to some extent. An enterprise with excellent cultural background can influence the change of market environment, and the change of marketing environment will also bring opportunities and challenges to enterprises. Their cooperation can create a good social environment.
The influence of marketing environment on enterprises is not determined by a single factor, but the interaction and balance of various factors can really determine the fate of enterprises. Generally speaking, the marketing environment consists of two parts: micro-environmental elements and macro-environmental elements. Micro-environment, including dealers, customers, competitors, enterprises themselves and the public, is the main force of enterprise management and development. Macro-environment, including politics and law, population, economy, science and technology, social culture and regional changes, is an indirect factor affecting the extension and expansion of enterprise market. The cooperation of micro-environment and macro-environment affects the strategic choice and strategic goal of enterprises, and then affects the corresponding marketing activities of enterprises.
(B) the characteristics of the marketing environment. The marketing environment is a combination of ever-changing complex factors. Mainly has the following obvious characteristics:
1, objectivity. The survival and development of enterprises in society will certainly be affected by the external environment, even if some enterprises choose under special circumstances? Closed to the outside world? And inevitably influenced by the outside world? Temptation? With what? Provocative? . Business leaders must understand this feature, make full preparations and face the opportunities and challenges brought about by changes in marketing environment.
2. Relevance. The marketing environment is a complex and changeable whole composed of different factors, and all the factors in this whole can control, adjust and depend on each other. The environment in which enterprises live is not always influenced by only one factor, nor by many factors for a long time, but by a series of related factors. The development of enterprise market can well prove this feature. Market development not only needs the strong financial support of the enterprise itself, but also is influenced by competitors, regional culture, consumer groups, brand effect and other factors.
3. differences. This difference means that different enterprises make different decisions in the same environment, and different enterprises are not necessarily affected by the same environment at the same time. Everyone has his own unique personality under the influence of country, nationality and region. Moreover, the current international environment constantly encourages people from different countries to exchange and learn from each other. Under the influence of economic, political, legal and natural geographical environment, living habits have changed. Faced with such differences, enterprises must divide different customer groups to meet the needs of customers and gain a firm foothold in the fierce and high-intensity competitive environment.
4. variability Marketing environment is the premise of enterprise decision-making. Only by investigating and forecasting the marketing environment in detail can we determine the marketing activities, organizational goals and strategic goals. However, the marketing environment is constantly changing with the progress of science and technology, international relations, politics and law, natural factors, commercial conditions and other conditions, which can be divided into internal changes and external changes. Internal changes refer to the changes of the enterprise itself, such as capital turnover, brand management effect, coordination and cooperation between management, etc. External changes refer to other factors beyond the control of enterprises. The variability of marketing environment is also reflected in the difference of action duration, which has a high degree of jumping.
5. Out of control. The marketing environment faced by enterprises is not affected by their own conditions, especially the macro environment. Nowadays, convenient transportation, frequent international exchanges, accelerated population changes and constantly changing social and cultural habits are beyond the control of an enterprise. In addition, a country's political and legal promulgation period, population growth and scientific and technological progress may bring external opportunities and threats to different enterprises.
6. limitations. The influence of marketing environment on enterprises is limited. Not all enterprises will be affected by the external environment. Some external factors are negatively related to the role of enterprises, and have little influence on enterprises, even on their management. The advantages of the enterprise itself can avoid the negative impact brought by the macro environment, so that the external environment and the enterprise become two unrelated whole.
Second, the marketing environment analysis model
PESTEL analysis model and SWOT analysis model are the basic models commonly used by enterprises. Through the investigation and study of various regions, enterprises divide them into different influencing factors, and then establish corresponding analysis models.
(1) PESTEL analysis model. The model mainly analyzes politics, economy, society, technology, environment and law. These factors are the primary external factors that affect the profit and survival of enterprises. Only by correctly understanding these external conditions can enterprises have the right direction.
(2) SWOT analysis model. This model, also called situation analysis model, mainly analyzes strengths, weaknesses, opportunities and threats. It takes advantage of the enterprise's own advantages, seizes external opportunities, avoids external threats, and reduces internal weaknesses and external threats through external opportunities.
Third, the impact of changes in the marketing environment on enterprises.
(A) the changes in the marketing environment bring opportunities to enterprises. The marketing environment is closely related to the survival of enterprises. Only by mastering market dynamics, understanding national laws and regulations, paying attention to competitors' information at any time, knowing their own strengths and weaknesses, serving the society better than competitors and meeting customers' needs can enterprises survive in the international environment and have a certain market position.
1, economic opportunities. Before China changed its economic policy, it had been developing in China, and its funds were limited, so it could not make better use of its wisdom to study new products. The level of science and technology remains unchanged, people's living standards are low, and an all-round well-off society is far away. Now, China has successfully joined the WTO, and a large amount of capital has been injected into China enterprises, which has significantly enhanced their vitality and competitive strength. Moreover, enterprises are no longer confined to the domestic market, but gradually set foot in the international market to attract more customers and open up a bigger market.
2. Market opportunities. The market is expanding and the demand is diversified. Enterprises can enhance their competitiveness by developing new products, extend the product life cycle, attract the attention of old customers and reduce the purchase cycle. At the same time, they can make use of advertisements, newspapers, magazines and so on. To promote the enterprise, let more people know about the products and culture of the enterprise, and spread the brand influence of the enterprise in a wider range. Enterprises can guide customers' needs, make customers aware of their potential needs and increase market coverage. The sales department makes plans and organizes sales activities to shorten the product cycle of the enterprise.
3. Talent opportunities. In the international market environment, the state pays more attention to the cultivation of talents, selects outstanding talents to learn and master foreign knowledge and culture, and makes contributions to improving the comprehensive strength of the country after their study. Enterprises also regard talents as the top priority, constantly support employees' self-study and strive to provide more help for the company's operation. Enterprises can employ foreign citizens as employees, further integrate foreign organizations and cultures with China, and form a new system to meet the needs of modern people.
4. Technology opportunities. After the change of international environment, countries have popularized basic technologies, and enterprises can better meet customer needs, reduce research costs and enhance competitiveness by introducing research. It is a technological progress and innovation that mobile phones become popular products. Now, the mobile phone can be used not only as a tool for talking, but also to know the latest international trends and look up the needed information on the Internet. If there were no changes in the international environment, there would be no current environmental integration and keep abreast of the latest information. Due to technological progress, China has reduced the exploitation of non-renewable resources, observed natural disasters in advance, improved the natural environment and made sustainable development possible.
(B) the threat of changes in the marketing environment to enterprises. The change of marketing environment will make enterprises suffer a devastating blow. Today, immeasurable enterprises have disappeared because it is difficult to face the changes in the environment, and some enterprises have survived for hundreds of years because of adapting to the changes in the environment, and finally formed brands, which have attracted public attention. In order to better face possible difficulties, enterprises must pay attention to the environment and formulate corresponding measures in advance to reduce threats and avoid being caught off guard when the environment changes.
1, risk problem. With the continuous development of the market, a large number of imitations have appeared, which has affected the stable development of the market and caused confusion in the market. Some enterprises invest a lot of money, and the research results obtained are simply stolen by competitors. They invest in the market with low quality and low price, occupy the market, affect the brand of enterprises and reduce the rate of return of enterprises. In addition, small enterprises are seriously affected by the macro environment. If they don't adapt to the market environment, they may disappear into the social environment overnight. Large enterprises may also get into trouble because of temporary decision-making mistakes, and the capital turnover is difficult. In the end, they can only liquidate their production or be heavily in debt.
2. interpersonal problems. In business, there are no eternal enemies and no eternal comrades in business, which is like an unwritten rule. Interpersonal relationships are mixed, and the most important thing in the process of communication is the interest relationship. Such cooperation can not achieve the maximum benefit, and in some cases, it may also push the cooperators to competitors. The contest between competitors will also cause price wars and market price fluctuations, which will seriously affect the interests of enterprises.
3. Brand issues. Brand management needs a lot of working capital, and the quality of a brand is mainly affected by customer satisfaction and the public relations environment of the enterprise itself. Once the public relations of an enterprise are not handled well, it may affect the image of the enterprise. Enterprises must regularly train sales staff, pay attention to after-sales service, pay attention to the problems existing in consumers, have strict requirements on product quality, and prevent inferior products from entering the market. This is the first step for enterprises to establish a brand.
Fourth, measures to deal with the marketing environment
(A) the marketing concept turned to green marketing. With the progress of science and technology and the steady growth of economic level, consumers pay more attention to healthy and safe products, that is, green products. In order to meet the needs of customers, regular enterprises have safety licenses, so that customers can rest assured of safe consumption. At the same time, the introduction of the product introduces a large number of Chinese herbal ingredients or conventional nutrients and vitamins needed by the human body. Based on the responsibility to society, consumers are also willing to choose green goods and contribute to the sustainable development of society.
(2) Develop core products. The core product is the heart of the enterprise. Having core products that are difficult to be copied is conducive to improving the visibility of products, enabling enterprises to retain old customers and keep themselves out of the scope of communication when facing external threats. Therefore, enterprises must use high technology to develop core products. For example, Jiaduobao won the brand battle with Wang Laoji because it has a unique formula, a unique taste, is popular with the public, and has produced core competitiveness, which is the core product.
(C) a correct understanding of the marketing environment. The marketing environment brings not only threats but also opportunities to enterprises. Now many college students go back to the countryside for development because they realize this is an opportunity. As we all know, employment opportunities are getting more and more severe now. Some people choose decadent life, some people quickly adapt to the social environment, find an adaptive role here and play a different life. This is a kind of pride. At the same time, the same is true for enterprises. Facing the change of environment, enterprises should dialectically understand the change of environment, find market opportunities from it, and take corresponding measures to turn them into enterprise opportunities.
(4) establish a brand. Consumers' requirements for quality of life change with the change of income, and brands become synonymous with high quality. Special clothes are needed for special occasions, and special gifts are given for special festivals, reflecting the special effects of the brand. A brand can judge a person's vision and respect for others. Brands can give customers some trust and create more profits. To establish a good brand, enterprises need to strictly control the style, quality, performance and after-sales service, and at the same time invest corresponding advertisements in influential related media to make products and brands known to more people. It will occupy a certain market through brand strategy and mature marketing means.
(5) Pay attention to relationship marketing. The survey shows that the annual cost of investing in new customers is about five times that of retaining existing customers. It is important to focus on finding new customers, but enterprises must attach importance to developing relationships with old customers. The high loyalty of old customers is helpful to promote the brand of enterprises, put forward their own problems and needs, and bring profits and opportunities to enterprises. Old customers are easy to satisfy. What they need is respect. As long as enterprises give a little benefit, they can win the loyalty of customers. Enterprises must establish a customer information system, dynamically pay attention to customer information, classify customers into different grades according to their influence on enterprises, find out the main reasons of customer complaints and dissatisfaction, and properly handle them, so as to repay the support of old customers on special festivals.
(six) a correct understanding of online transactions. Now the market is international, and online shopping has become a trend. Enterprises can gain a bigger market through online transactions. Since its establishment, Taobao's market share has grown rapidly, and the daily cargo flow has reached hundreds of millions, which not only saves inventory costs and store costs, but also successfully enters the hearts of consumers. Office workers, students, and corporate employees will browse Taobao during their breaks, which will stimulate demand and lead to purchase behavior. Online shopping pays more attention to integrity. What consumers are most worried about online shopping is the quality of products and the attitude of service personnel. Enterprises must realize the importance of after-sales evaluation, solve the objections raised by consumers in time, and convince consumers that the after-sales attitude is consistent with the pre-sales attitude.
(seven) the decision-making ability and judgment ability of the leader. Leadership is an important resource of enterprises, and its ability affects the development prospects of enterprises. Excellent leaders are decisive, calm and clear-cut, and have certain judgment ability when facing choices. This ability is a combination of wisdom and intuition. Managers should correctly understand the information obtained by enterprises, process it in time, make decisions, measure, estimate and predict the changes in the environment, so that enterprises have a correct direction. In this regard, as a leader, we must understand the current situation of enterprises, pay attention to national policies and regulations, be sensitive to the marketing environment, and make correct decisions.
Main references:
[1] Li,, in Xuzhou, Xu. Marketing (second edition). Wuhan University of Technology Press, July 2009.
[2] Yu. Marketing strategy. Tsinghua University Press, Beijing Jiaotong University Press, August 2009.
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