First, the micro-market environment
1, enterprise, that is, the internal state of the enterprise.
The marketing activities of any enterprise are not isolated actions of a certain department of the enterprise, and the marketing management department of the enterprise is no exception. Modern marketing theory especially emphasizes the active response of enterprises to the environment, and holds that the relationship between enterprises and the surrounding environment not only needs to respond and adapt, but also may be actively created and controlled.
2. Marketing intermediary
Marketing intermediary refers to companies and individuals that assist enterprises to promote and distribute their products to final buyers, including
(1) intermediary
(2) Physical distribution companies (transportation enterprises and warehousing enterprises)
(3) Marketing service organizations (advertising companies, consulting companies, etc.). )
(4) Financial intermediaries (banks, trust companies and insurance companies)
3. Suppliers
The so-called supplier refers to the providers of various resources and services needed for organizing activities. In order to do a good job in marketing, enterprises must carefully choose suppliers and supply them through multiple channels as much as possible to ensure the smooth progress of production activities.
4. Competitors
Desire competitor, parallel competitor, product form competitor, brand competitors.
5. People
Specifically, it includes: financial disclosure, media disclosure, government disclosure, citizen action disclosure, local disclosure, general disclosure and enterprise internal disclosure.
Second, the macro market environment.
1, population and environment
The market is made up of people who want to buy things and have purchasing power (that is, potential buyers). The more such people, the bigger the market.
2. Economic environment
Focus on the analysis of changes in consumer income, changes in consumer consumption patterns, changes in consumer savings and credit conditions and other factors.
3. Technical environment
New technology is a kind of "creative destructive power". Every new technology will create new market opportunities for some enterprises, thus giving birth to new industries. At the same time, it will also pose an environmental threat, impact or even be eliminated to enterprises in a certain industry.
4. Political and legal environment
China Consumers Association was established in Beijing in June 1985.
Its task is to publicize the country's economic principles and policies (especially those related to consumption); Assist government departments to study and formulate legislation to protect consumers' rights and interests; Investigate consumers' opinions and demands for goods and services; Accepting consumers' complaints about the quality, price, hygiene, safety, specifications, measurement, description, packaging, trademarks and advertisements of goods and services.
5. Social and cultural environment
Social culture mainly refers to the sum of national characteristics, values, lifestyle, customs, religious beliefs, ethics, education level, language and writing of a country or region.
The impact of the expanding data marketing environment;
(A) the marketing environment has a dual impact on enterprise marketing.
1, the threat of environment to enterprise marketing. There will be many factors that are not conducive to the marketing activities of enterprises in the marketing environment, which will form challenges. If enterprises do not take corresponding measures to avoid risks, these factors will lead to difficulties and threats in enterprise marketing. In order to ensure the normal marketing activities of enterprises, enterprises should attach importance to the analysis of the environment, foresee environmental threats in time, and reduce the crisis to a minimum.
2. Opportunities brought by the environment to enterprise marketing. The marketing environment will also breed attractive fields for enterprises and bring marketing opportunities. For enterprises, environmental opportunities are an important basis for opening up new business situations. Therefore, enterprises should strengthen the analysis of coping with the environment and be good at catching and grasping environmental opportunities when they appear, so as to seek the development of enterprises.
(B) marketing environment is the resource base of enterprise marketing activities.
Marketing environment is the resource base of enterprise marketing activities. All kinds of resources, such as funds, information and talents, needed by enterprise marketing activities are provided by the environment. In order to obtain the best marketing resources, meet the needs of enterprises and achieve marketing objectives, it is necessary to analyze and study the resources of products or services produced and operated by enterprises, how many resources there are and where to obtain resources.
(C) the marketing environment is the basis for enterprises to formulate marketing strategies.
Enterprise marketing activities are subject to objective environmental factors and must adapt to the marketing environment. However, enterprises are by no means helpless and helpless in the face of the environment. They can exert their subjective initiative, formulate effective marketing strategies to influence the environment, take the initiative in market competition and occupy a larger market.
Baidu Encyclopedia-Marketing Environment