三星的宏观环境分析(修改).docxVIP

宏观环境 宏观营销环境指对企业营销活动造成市场机会和环境威胁的主要社会力量。 分析宏观营 销环境的目的在于更好的认识环境， 通过企业营销努力来适应社会环境及变化， 达到企业营 销目标。 The macro marketing environment refers to the major social force which creates the market opportunities and threats to the environment of enterprise marketing activities. Analysis of the macro marketing environment aims at a better understanding of the environment, to adapt to the social environment and change through the enterprise marketing efforts to reach the goal of enterprise marketing. 1、人口环境分析 人口是市场的第一要素。人口数量直接决定市场规模和潜在容量，人口的性别、年龄、 民族、婚姻状况、职业、居住分布等也对市场格局产生着深刻影响， 从而影响着企业的营销 活动。 1、 Population and environment Population is the first element of the market. The number of population directly determines the size of the market and the potential capacity of population.Gender, age, nationality, marital status, occupation and residential distribution also have a profound impact on the pattern of the market, thus affecting the enterprise The world census data 图我国的人口普查数据 Y1 : total population (million) Y2 : age of 15-64 (million) 15 — 64岁的人是电子产品主要的消费群体，而这个年龄段的人口占据世界总人口的较 大比重。随着世界总人口的不断增长，对电子产品的需求不断增加。其中， 中国是三星电子 集团很重要的一个市场，下面是中国近几年的人口普查数据： People aged between 15 to 64 is the main consumer group of electronic products, and this age of group dominants a quite large proportion of the population of the world. With the continuous growth of the world population, pepple s demand 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: 个下面才是你的人口普查数据啊 ) 2、经济环境分析 2、 Economic environment 经济环境一般是指影响企业市场营销方式与规模的经济因素， 包括消费者收入与支出状 况，经济发展状况等。经济因素直接影响了潜在用户对电子产品的购买和使用。 收入因素是 构成市场的重要因素， 甚至是更为重要的因素。 因为市场规模的大小， 归根结底取决于消费 者的购买力大小，而消费者的购买力取决于他们收入的多少。 企业必须从市场营销的角度来 研究消费者收入，在此从国民生产总值方面进行分析。 The economic environment generally refers to the economic factors that influence the enterprise marketing mode and scale, including consumer income, expenditure and the situation of economic development. Ec