第十章 市场营销环境分析(英文版).ppt

Analyzing the MarketingEnvironment The 3rd Group Constitude Microenvironment Macroenvironment Microenvironment The company Supplier Marketing intermediaries Customers Competitions Publics Macroenvironment Demographic forces Economic forces Natural forces Technological force Political forces Cultural forces Marketing intermediaries Example Suning appliance is Chinas 3 c (home appliance, computer, communication) home appliance retail chain enterprise leader. Conclusion Suning By the end of 2011, suning in mainland China opened more than 300 cities nearly 1700 chain stores. Sales in 2011 is expected to scale up to 180 billion yuan, the staff 170000 people. In the ministry of commerce of the national statistics before 100 chain enterprises, the top 3 armour. Su ning conclusion Su ning of development, for domestic electrical appliances enterprise provides greater sales platform. Competitions Example Gome is Chinas a chain type electrical appliances sale enterprise, is also Chinas largest home appliance retail chain enterprises. Conclusion Gome Gome in its development process, continuously through the acquisition, and other means to rapid expansion store network scale, expand its market share. By the end of November 2009, gome, yongle, large and medium-sized three brand in domestic altogether has 1114 stores, shop is still the largest number of home appliance chain enterprises. Gome conclusion The competition, between Gome and suning, makes their constant innovation and continuous development. Demographic forces Changes in the world demographic environment have major implications for business. Nowadays parents with only children at home ,creating huge market opportunities for children’s educational products .By 2024 an estimated 58 percent of the chinese population will be over age 40 Conclusion The result is an aging society that will need to be more self-reliant ,which in turn will cause a large growth in service markets such as