Marketing Environment Analysis Paper 1 "Marketing Environment Analysis"
The marketing activities of any enterprise are inseparable from the influence and restriction of various surrounding environments. In order to survive and develop in the increasingly fierce market competition, enterprises must understand the influence of marketing environment on their marketing activities, analyze and study the environment, so as to find market opportunities or environmental threats and achieve advantages and avoid disadvantages.
Keywords marketing environment; analyse
Marketing environment refers to all kinds of uncontrollable or uncontrollable external conditions, factors and forces that affect the marketing activities of enterprises and the realization of their goals. The marketing activities of any enterprise can not be carried out in a vacuum, and will inevitably be influenced and restricted by various surrounding environments. In order to survive and develop in the increasingly fierce market competition, enterprises must analyze and study the marketing environment. Environmental analysis is the starting point of marketing activities; Environmental analysis helps enterprises to find market opportunities, avoid environmental threats, seek advantages and avoid disadvantages, save the day and ensure an invincible position in the competition; Environmental analysis is helpful for enterprises to make correct marketing decisions. For example1September 1986, KFC Hometown Chicken Company began to consider how to enter the most populous China market, but many problems made decision makers feel headache. The most important thing is to choose a specific investment environment to enter the China market, that is, where should the first KFC store be located? After careful analysis of the market environment, the first store finally opened in front of Beijing. Afterwards, it was proved that the result of its marketing environment analysis was very correct.
First, understand the characteristics of the marketing environment.
(A) the unchangeable objectivity
As a factor independent of the marketer's will, the marketing environment is mandatory and uncontrollable, and it exists objectively. For example, enterprises cannot change demographic factors, political and legal factors, social and cultural factors and so on.
(B) the performance of different differences
Different enterprises have differences in adapting to the environment, which are mainly reflected in the following two aspects: first, the same enterprise is affected by different environments; Second, changes in the same environment have different effects on different enterprises. This requires enterprises to formulate appropriate targeted marketing strategies according to the changes in the environment and their own characteristics.
(c) Changes over time
Marketing environment is a dynamic system. There are many factors that constitute the marketing environment. Different factors are constantly changing in different time and space. In addition, the same factors have different impacts on enterprises in different periods. For example, with the development of science and technology, some factors have changed from uncontrollable factors to controllable factors. This requires enterprises to pay close attention to the changes in the environment and adjust their marketing strategies in time.
Second, the classification of marketing environment
Microenvironment
Micro-environment refers to the direct marketing environment, which is closely related to enterprises and directly affects their marketing ability.
1. The enterprise itself
For example, top management, finance department, R&D department, purchasing department, production department and accounting department constitute the internal micro-environment of marketing plan makers.
2. Suppliers
A supplier is an enterprise or individual that provides resources for enterprises and their competitors to produce products and services.
The influence of suppliers on enterprise marketing activities includes the reliability of resource supply, the price change trend of resource supply and the quality level of resources.
3. Marketing intermediary
It is these enterprises that can help enterprises to promote, sell and distribute products to final buyers. Mainly includes: middlemen, entities and distribution enterprises.
4. Marketing service organizations
Refers to market research companies, advertising companies, all kinds of advertising media and marketing consulting companies.
5. Financial institutions
Institutions responsible for providing funds and insurance services for the purchase and sale of commodities, including banks, credit companies and insurance companies.
6. People
The public is a group that has actual or potential influence on enterprises to achieve marketing goals.
(2) Macro-environment
Macro-environment refers to the main social forces that cause market opportunities and environmental threats to enterprises.
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Population directly determines the potential capacity of the market. The age structure, geographical distribution, marital status, birth rate, mortality rate, population density, population mobility, education level and family size will also have a far-reaching impact on the market structure, marketing activities and management of enterprises.
2. Economic environment
Changes in consumer income levels will have an impact on the marketing environment. The consumption pattern of consumers is influenced by the change of consumers' income, which in turn affects the consumption structure of a country or region. The purchasing power of consumers is also directly affected by savings and credit. Indirect economic environment factors that affect marketing activities include economic development level, economic system, regional and industry development, urbanization level, etc.
3. Natural environment
The influence of natural environment on enterprise marketing is manifested in four aspects: first, the shortage of natural resources is becoming more and more serious; Second, the increase in energy costs; Third, the increase of pollution; Fourth, the government's strong intervention in natural resource management.
4. Science and technology environment
Influence of new technology on enterprise marketing and its related activities. Changes in marketing strategies of enterprises caused by new technologies, changes in business management caused by new technologies, and influences of new technologies on retail businesses and shopping habits.
5. Political and legal environment
Political environment factors include political situation, principles and policies, international relations, etc. Secondly, the legal environment factors include the legislation of a country and region.
6. Social and cultural environment
Refers to the national characteristics, values, lifestyle, customs, religious beliefs, ethics, education level, language and writing of a country or region.
Third, the role of marketing environment in enterprise marketing activities
The development trend of marketing environment is basically divided into two categories: one is market marketing opportunities; The other is the environmental threat. The so-called market marketing opportunities refers to the favorable conditions and opportunities that the changes of certain factors in the environment bring or may bring to enterprises to achieve their business objectives. If it is proved through market investigation and forecast that the change of an environmental factor can increase the market demand of a product, enterprises should create conditions, seize opportunities and create profit opportunities. The so-called threat of marketing environment refers to the impact and challenge of environmental changes on enterprise marketing. Among them, some impacts and influences are * * *, and some have different degrees for different industries. Even in the same industry and environment, due to different anti-risk ability, the impact is not consistent. In order to be invincible in the fierce market competition, enterprises must analyze the marketing environment, find the market marketing opportunities, avoid the threat of the environment, and then formulate and implement corresponding marketing strategies. For the ideal cause, we should seize the opportunity and act quickly. Running for a mature career. Develop strengths and avoid weaknesses, and create conditions for high-risk business. For the difficult business, find a way to change it immediately, and turn it immediately.
References:
[1] Zhou Hong, Ge Liqun. Looking for opportunities in the ever-changing marketing environment [J]. New Agriculture, 20 10(06)
[2] Wu Jian 'an. Marketing [M]. Higher Education Press, 20 12
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