三星的宏觀環(huán)境分析(修改).doc

宏觀環(huán)境宏觀營銷環(huán)境指對企業(yè)營銷活動造成市場機會和環(huán)境威脅的主要社會力量。分析宏觀營銷環(huán)境的目的在于更好的認(rèn)識環(huán)境，通過企業(yè)營銷努力來適應(yīng)社會環(huán)境及變化，達(dá)到企業(yè)營銷目標(biāo)。The macro marketingenvironmentrefers to themajor socialforce which createsthe market opportunities andthreats to the environmentof enterprise marketing activities.Analysisof the macro marketing environmentaims at a better understanding of the environment,to adapt to the socialenvironment and changethrough the enterprise marketingefforts toreachthe goal of enterprise marketing.1、人口環(huán)境分析人口是市場的第一要素。人口數(shù)量直接決定市場規(guī)模和潛在容量，人口的性別、年齡、民族、婚姻狀況、職業(yè)、居住分布等也對市場格局產(chǎn)生著深刻影響，從而影響著企業(yè)的營銷活動。1、Population and environmentPopulation isthe first element of the market.The number of populationdirectly determinesthe size of the market andthe potentialcapacity ofpopulation.Gender,age,nationality,marital status,occupation and residential distributionalso have a profound impactonthe pattern of the market,thus affecting theenterprise marketingactivities.The worldcensus data圖 我國的人口普查數(shù)據(jù)Y1：total population (million)Y2：age of 15-64 (million)1564歲的人是電子產(chǎn)品主要的消費群體，而這個年齡段的人口占據(jù)世界總?cè)丝诘妮^大比重。隨著世界總?cè)丝诘牟粩嘣鲩L，對電子產(chǎn)品的需求不斷增加。其中，中國是三星電子集團很重要的一個市場，下面是中國近幾年的人口普查數(shù)據(jù)：People aged between 15 to 64 isthe mainconsumer groupof electronic products,and this age of group dominants a quite large proportionof the population of the world. With the continuousgrowth of the worldpopulation, pepplesdemand for electronic products increases. Among them, Chinese is a very mportant market of Samsung Electronics Group, the following is Chinese in recent years the census data:(這個下面才是你的人口普查數(shù)據(jù)啊)2、經(jīng)濟環(huán)境分析 2、Economic environment經(jīng)濟環(huán)境一般是指影響企業(yè)市場營銷方式與規(guī)模的經(jīng)濟因素，包括消費者收入與支出狀況，經(jīng)濟發(fā)展?fàn)顩r等。經(jīng)濟因素直接影響了潛在用戶對電子產(chǎn)品的購買和使用。收入因素是構(gòu)成市場的重要因素，甚至是更為重要的因素。因為市場規(guī)模的大小，歸根結(jié)底取決于消費者的購買力大小，而消費者的購買力取決于他們收入的多少。企業(yè)必須從市場營銷的角度來研究消費者收入，在此從國民生產(chǎn)總值方面進(jìn)行分析。The economic environment generally refers tothe economicfactors that influence the enterprisemarketingmode andscale,including consumerincome, expenditure and the situation of economic development.Economy factors directly affectthe consumption and the use ofpotentialconsumers of electronicproducts . Income factoris an important factor inthe market,or even more important factor, becausethe size of the market,in the final analysisdepends onthe purchasing power of consumers,butthe purchasing power of consumersdepends on theirincome.To study theconsumers incomefrom the marketing point ofenterpriset, we must analysefrom the aspects of Gross national product.圖 我國近幾年的國民生產(chǎn)總值The gross national product of China國民生產(chǎn)總值衡量一個國家經(jīng)濟實力與購買力的重要指標(biāo)。國民生產(chǎn)總值增長越快，對商品的需求和購買力就越大，反之，就越小。上圖是以中國的國民總收入看世界的發(fā)展。The Gross national productis a measure of a countryseconomic strength and the purchasing power of theimportant index.GDPgrowth is fast,the demand for commoditiesand purchasing powerare greater,on the contrary,the less. Picture above is to see the world in the development from China gross national income.3、政治法律環(huán)境分析3、Analysisof political and legal environment 法律政治環(huán)境是影響企業(yè)營銷的重要宏觀環(huán)境因素，包括政治環(huán)境和法律環(huán)境。政治環(huán)境引導(dǎo)著企業(yè)營銷活動的方向，法律環(huán)境則為企業(yè)規(guī)定經(jīng)營活動的行為準(zhǔn)則。政治與法律相互聯(lián)系，共同對企業(yè)的市場營銷活動產(chǎn)生影響和發(fā)揮作用。Legal and politicalenvironmentis an important influenceon macroenvironment of enterprise marketing,including politicalenvironment and legal environment.The politicalenvironment is guidingthe direction ofenterprise marketingactivities,the legal environmentfor the enterprisebusiness activitiesprescribesstandards of behavior.Politicaland legalcontact each other, commonlly effect the enterprise marketing and play a key role inmarketingactivity.由于寬松的政治和法律環(huán)境，中東、非洲、中南美、東歐等新興市場的開拓使得三星市場占有率世界第一。據(jù)市場調(diào)查專門機構(gòu)SA本月11日發(fā)布的調(diào)查結(jié)果顯示,三星電子世界范圍內(nèi)智能手機的市場占有率2013年增長到32.3%。2014年第一季度，三星在中南美(30.3%)、東歐(27.5%)、中東及非洲(26.8%)平板市場排名第一，已然超過了蘋果。去年三星電子在中東、非洲等地區(qū)的市場占有率與前一年相比增加了19.6%,創(chuàng)下了62.6%的記錄。同一時間內(nèi),東歐的市場占有率為45.2%、中南美的市場占有率為37.9%,與前一年相比分別增長了4.7%、2.6%。三星電子在歐洲市場取得了連續(xù)兩年市場占有率40%以上(西歐41.2%、東歐45.2%)的記錄。在北美市場的占有率也達(dá)到了31.6%,與前一年相比增長了5%。Since the liberalpoliticaland legal environment,the exploiting in Middle East,South America,Eastern Europe,Africamakes samsungs market share first in the world. According to the market investigation andthe specialized agenciesSAannounced in this month 11th, Samsung Electronicsworldwideintelligentmobile phonemarket sharerose to 32.3% in 2013.The first quarter of 2014,Samsung inSouth America(30.3%),Eastern Europe(27.5%),the Middle East andAfrica(26.8%)the tablet marketranked first,already exceededApple. last year, Samsung Electronicsin the Middle East,Africaareasharecompared with the previous year increased by19.6%,hit a record 62.6%. At the same time,the Eastern Europeanmarket share of 45.2%,in the Latin Americanmarket share of 37.9%,compared with the previous yeargrowth of 4.7%,2.6%respectively .Samsung Electronicsin the European markethas gained marketshare of more than 40%for two consecutive years(41.2%in Western Europe,Eastern Europe45.2%)records.Sharein the North American markethas reached 31.6%,comparedwith5%growtha year ago.4、 社會文化環(huán)境分析4、Social and culture environment 社會文化環(huán)境是指在一種社會形態(tài)下已經(jīng)形成價值觀念、宗教信仰、風(fēng)俗習(xí)慣、道德規(guī)范等的總和。任何企業(yè)都處于一定的社會文化環(huán)境中，企業(yè)營銷活動必然受到所在社會文化環(huán)境的影響和制約。為此，企業(yè)應(yīng)了解和分析社會文化環(huán)境，針對不同的文化環(huán)境制定不同的營銷策略，組織不同的營銷活動。以下是對教育狀況的分析：Social and cultural environmentis the sumformed from values,religious beliefs,customs and habits,ethicsina social form.Any enterprisein a certain socialand cultural environment,the enterprise marketing activities areinevitably influenced and restricted bythe socialcultural environment.Therefore,enterprises shouldunderstand and analyse thesocial and cultural environment,according to the differentcultural environmentto develop differentmarketingstrategies,organization of differentmarketing activities.The following is the analysis of the education status:圖 我國近幾年教育經(jīng)費支出（萬元）與研究與試驗發(fā)展經(jīng)費支出(億元)Expenditure for educationof our country in recent years(million)Expendituresandresearch and development test(100 million yuan)Y1：Education fundsY2：Research and development expenditure近年來，各國領(lǐng)導(dǎo)人對本國居民的教育程度問題愈來愈重視，受教育程度的高低，影響到消費者對商品功能、款式、包裝和服務(wù)要求的差異性。通常文化教育水平高的國家或地區(qū)的消費者要求商品包裝典雅華貴、對附加功能也有一定的要求。因此企業(yè)營銷開展的市場開發(fā)、產(chǎn)品定價和促銷等活動都要考慮到消費者所受教育程度的高低，采取不同的策略。In recent years,the leadersare paying more and more attention to education, the education levelof the nationsresidents,affecting the differences in consumer demands forcommodity function,style,packagingand service. Usually ahigh cultural and educational level of thecountry or area requires elegant and luxurious consumeinggoods packaging,alsohas certain requirements foradditional functions.Therefore,the enterprise marketing on themarket development,product pricing andpromotion and other activitiesshould take into account theconsumereducationdegree,then adopt a different strategy.5、 技術(shù)因素科學(xué)技術(shù)是社會生產(chǎn)力中最活躍的因素，它影響著人類社會的歷史進(jìn)程和社會生活的方方面面，對企業(yè)營銷活動的影響更是顯而易見。5、the technical factorsScience and technologyis the most active factorin thesocialproductivity,it affectes thehistoricalprocess of human societyandall aspects of social life,the influence