(1), objectivity
Enterprises always survive and develop under specific socio-economic and other external environmental conditions. Whether you admit it or not, as long as an enterprise is engaged in marketing activities, it is impossible not to face environmental conditions of one kind or another, and it is impossible not to be affected and restricted by various environmental factors, including micro and macro. Therefore, enterprise decision-makers must be soberly aware of this, make full mental preparations as soon as possible, and respond to various environmental challenges faced by enterprises at any time.
(2) Difference
The difference of marketing environment is not only reflected in the fact that different enterprises are affected by different environments, but also the change of the same environmental factor has different effects on different enterprises. For example, there are wide differences in population, economy, social culture, politics, law and physical geography among different countries, nationalities and regions. The influence of these differences on enterprise marketing activities is obviously very different. Due to the different external environmental factors, enterprises must adopt different marketing strategies to deal with and adapt to this situation.
(3) correlation
The marketing environment is a system, in which all the influencing factors are interdependent, interactive and mutually restrictive. This is because the social and economic phenomena are often not determined by a single factor, but the result of a series of related factors. For example, when enterprises develop new products, they are not only influenced and restricted by economic factors, but also by social and cultural factors. For another example, the price is not only affected by the relationship between market supply and demand, but also by scientific and technological progress and fiscal policy. Therefore, we should pay full attention to the interaction between various factors.
(4) Dynamic
Marketing environment is the basis and condition of enterprise marketing activities, which does not mean that the marketing environment is static. On the contrary, the marketing environment is always in a constantly changing process and is a dynamic concept. As far as the indirect marketing environment in China is concerned, today's environment has changed a lot compared with more than ten years ago. For example, the national industrial policy used to focus on heavy industry, but now it is obviously inclined to agriculture and light industry. This change in industrial structure has brought a decisive impact on the marketing activities of enterprises. For another example, the consumption tendency of consumers in China has changed from the pursuit of material quantification to the pursuit of material quality and individuality, that is to say, consumers' consumption psychology is maturing. This undoubtedly has the most direct impact on the marketing behavior of enterprises. Of course, the changing speed of the marketing environment is different, some change quickly and some change slowly; Some have changed greatly, while others have changed little. For example, science and technology, economy and other factors change relatively quickly and greatly, so the impact on enterprise marketing activities is relatively short and jumping; However, the relative changes of population, social culture and natural factors are relatively slow and small, and the impact on enterprise marketing activities is relatively long and stable. Therefore, the marketing activities of enterprises must adapt to the changes in the environment and constantly adjust and revise their marketing strategies, otherwise, they will lose market opportunities.
(5) Uncontrollability
The factors that affect the marketing environment are various and complicated, and show the uncontrollable nature of the enterprise. For example, a country's political and legal system, population growth and some social and cultural customs cannot be changed at will. Moreover, this uncontrollable performance varies from enterprise to enterprise. Some factors are controllable for some enterprises, while others may be uncontrollable. [[〖BF〗] Some factors are controllable today and may become uncontrollable tomorrow. In addition, there are often contradictions among various environmental factors. For example, consumers' interest and enthusiasm for household appliances may be in contradiction with the objective tension of power supply, so this situation makes enterprises have to make further trade-offs and develop new products on the premise of using existing resources, and the behavior of enterprises must also meet the requirements of the government and various management departments.
Impact:
(A) the impact of changes in the economic environment
200 1, China has successfully joined the WTO. Judging from its impact on enterprises, this major change in the economic environment is mainly manifested in the globalization of marketing and the docking of game rules.
1, the impact of marketing globalization
Before China's entry into WTO, the marketing activities of China enterprises were basically confined to the domestic market. Although some enterprises' products have entered the international market, it is only international trade, not international marketing. International marketing is a transnational behavior of enterprise marketing activities, which refers to a series of activities such as market research, target market selection, market positioning, product design, production, pricing, distribution and promotion.
With the fulfillment of WTO commitments by member countries, the market environment faced by China enterprises is undergoing two major changes:
(1), foreign-funded enterprises are accelerating the pace of entering the China market, and the international marketing of the domestic market is also expanding and deepening. In this regard, we must actively respond and cannot escape. This requires that the marketing activities of China enterprises must establish an international marketing concept, based on the demand of the domestic market, guided by the competition with foreign companies, and analyzed by SWOT.
(2) Foreign markets are opening to China enterprises, and domestic enterprises are beginning to participate in international marketing. Domestic enterprises represented by Haier go abroad and rush to the world. Unfortunately, few enterprises in China have global marketing awareness and global marketing ability. This requires China enterprises to establish global marketing awareness, seek business opportunities from the global scope, search and utilize global resources, and follow the principle of international division of labor to organize global marketing activities.
2. The influence of game rules on docking.
After 20 years of economic system reform, although remarkable achievements have been made, because China's market economy construction was born out of the planned economy for a short time, the rules of the market game that adapt to the market economy and are in line with international standards have not really been formed, and corporate behaviors that do not follow the rules are universal to some extent, and what's more, they are proud of trampling on the rules, and the rules of the game such as legality, honesty and fairness are challenged. China's entry into the WTO means that it must follow the rules of the game in line with the world. Whether it is a government or an enterprise, learning and following the rules of the global game will be the basic qualification for every enterprise to enter the market and survive and develop.
(B) the impact of changes in market demand
With the continuous development of society, the supply and demand pattern of the market will inevitably change accordingly. From the perspective of market demand, many changes are being formed and highlighted.
1, demand creation
Consumers' needs are like icebergs, and they are not fully aware of their own needs. The obvious demand on the iceberg is most easily found by enterprises, and many enterprises will flock to capture and use it, and the natural profit is not rich; The potential demand under the iceberg depends on enterprises to discover, create and guide. Although it is difficult and risky, once it succeeds, it will be profitable. In 1980s, according to the trend of diversification and high-grade cosmetics demand of consumers, Shanghai Jahwa Factory kept shortening the product renewal cycle. Over the years, the average annual product renewal rate reached 25%, and new products were constantly introduced to seize the market, which was difficult for "tailors" to compete with. Take the first domestic "Megatron Mu Si" as an example, it caused a sensation as soon as it was introduced to the market. Although dozens of enterprises have followed suit and formed a nationwide "Mu Si War", Shanghai Jahwa Factory has formed the advantages of economies of scale, and its sales are enduring. Traditional marketing theory emphasizes the adaptation of enterprises to market demand, not creation. However, with the advent of knowledge-based economy, human society has entered a "tenfold speed era" (in the words of Intel President). Factors such as competitive pressure, scientific and technological conditions and the discovery of new profit sources push enterprises to actively develop or introduce new technologies, develop new products that meet people's potential needs and conduct effective demand guidance. The technical orientation of creating and guiding market demand will be highly praised by more and more enterprises, especially high-tech enterprises. Enterprise economic activities aimed at creating demand need to solve two major problems:
(1) new product development
New product development based on meeting potential demand has considerable uncertainty and great risks. Therefore, enterprises should actively adopt joint development, commissioned development, technology licensing, patent purchase and other new product development methods, not limited to independent development. Although independent development may be more profitable, it requires higher R&D conditions and capabilities of enterprises. It is difficult for many enterprises to meet this requirement, or it is difficult to bear R&D risks, or independent research and development is uneconomical, which requires enterprises to seek the most suitable and effective development method in the collection of development methods.
(2) Demand guidance
Once a new product that meets the potential needs of consumers is developed, it needs to be consumer guide in the early stage of market introduction, and even needs a lot of long-term promotion to cultivate the market. This involves many questions: is this product large enough relative to the market size of the enterprise? Is the potential competitive threat small? Do you have the ability to promote this product independently? Wait a minute. Generally speaking, only enterprises that can actively sign the above issues can guide independent demand, otherwise, we should consider adopting commercialization methods such as technology transfer and joint venture.
2. Good quality and low price should also be redefined.
Good quality and low price are the expectations of consumers to meet their needs. The traditional understanding of good quality and low price is basically limited to the product and the price itself. With the continuous enhancement of the buyer's position, the continuous improvement of the demand level and the acceleration of the pace of work and life, people's understanding of good quality and low price has also changed greatly: the standard of good quality and low price has been extended to the relative maximization of product value, value of the image, service value and personal value; The standard of low price extends to the relative minimum integration of monetary cost, time cost, material cost and spiritual cost. Traditional ideas have failed. On the basis of traditional understanding, enterprises must strengthen brand image, attach importance to the whole process service, do a good job in channel construction and reduce the cost of customers' purchase and use.
The non-expert characteristics of consumers determine that consumers' needs can be induced, so promotion is highly praised by enterprises. However, we should note that many new changes are taking place in the promotion environment in today's society; The supply of goods is getting richer and richer; The number of brands is increasing day by day; The types and quantity of media are increasing; Overflow of promotional information; Consumers' enthusiasm and trust in promotional information are weakening, and even trying to avoid it; Honesty has become a crisis. Nowadays, more and more large shopping supermarkets distribute a large number of color page advertisements for promotion every day, which has reached the point of flooding, making consumers more and more numb to all kinds of promotional advertisements. Many enterprises use a lot of newspaper advertisements for publicity, which is counterproductive, and consumers and customers hate it. Many enterprises do not attach importance to the construction of customer satisfaction in products and services. Although the promotion investment is large, the purchase rate is low, the repurchase rate is even lower, and there is no repurchase. It is common for people to make ends meet when sales promotion fails. If we look at successful enterprises such as Dell and Haier, we will find that it is very important to meet customer needs, provide sincere and high-quality services and fully interact. This is a sincere marketing, and it is the cornerstone and foundation of enterprise promotion success. It can not only achieve customer satisfaction and customer loyalty, but also form a good word-of-mouth communication. For consumers in the above promotion environment, the sincere marketing and word-of-mouth formed by enterprises are very important in the process of deciding who to buy products or even what, because sincerity and word-of-mouth are the most reliable.
In addition, the individualization, psychology and variability of demand are all trends that enterprises must pay serious attention to and deal with.
(c) Impact of changes in competitive multipolarization
Since the economic reform, the substantial changes in China's economic structure and economic interest pattern have made it difficult for China enterprises and regions to "agree". The diversification of economic interests will make domestic market competition and international market competition intertwined, and the competition situation will be more complicated. On the other hand, the diversification of interest structure has greatly changed the relationship between China enterprises and foreign enterprises. Chinese and foreign enterprises can become strong rivals in the domestic market competition. It can also become a "partner" in marketing competition. Even some China enterprises or regions will unite with foreign enterprises as a means to compete with other domestic enterprises or regions. Obviously, the diversification of interest structure will make the market competition relationship between Chinese and foreign enterprises become "inseparable from friends and enemies"
(D) Talent environment
Comrade Jiang Zemin once said: "Among all kinds of social resources, talent is the most precious and important resource. Party committees and governments at all levels should constantly promote and actively support all kinds of outstanding scientific and technological talents to stand out and cherish and make good use of talents "(Note 2). "Talent is the most important resource for scientific and technological progress and economic and social development, and intelligence is a living knowledge force." (Note 3)
At present, with the improvement of China's economic openness and marketization, a large number of talents are attracted by good living conditions and flow to developed countries. This is just a process. After China's entry into WTO, the improvement of China's system, technology and market environment will attract a large number of overseas students and other scientific and technological management talents.
After China's entry into WTO, as more and more foreign businessmen enter the China market, they use various preferential treatments and scientific and efficient talent management methods to compete with China enterprises for talents, especially the top talents in the same industry. Large multinational companies are in a leading position in the use and training of talents. For example, McDonald's has its own university and a complete and efficient talent training model. With the gradual escalation of talent competition, it will certainly pose challenges and pressures to domestic enterprises.
(E) the impact of the modernization of marketing methods
As early as the middle of the 20th century, the western developed countries realized the historic transformation from seller's market to buyer's market and from traditional marketing to modern marketing. Compared with traditional marketing, modern marketing has achieved five fundamental changes: from market-centered to consumer-centered; From selling products to customer satisfaction; From quality competition to service competition and brand competition; From product promotion to communication of consumer identity; From pure pursuit of corporate profits to environmental and social benefits. Accordingly, marketing methods such as overall marketing, service marketing, relationship marketing, customized marketing, image marketing, green marketing, network marketing, transnational marketing, subject marketing, direct marketing and so on emerge in an endless stream. China did not enter the buyer's market until 1990s, and the formation of the buyer's market failed to effectively promote the modern transformation of traditional marketing. Outstanding performance is outdated marketing concept, backward marketing means, insufficient marketing power and narrow marketing field.
(6) The upsurge of environmental protection brings great environmental pressure.
Population explosion and economic development have destroyed the ecological environment of the whole earth to a considerable extent. In order to protect the ecological environment of the earth and reduce energy consumption, all countries have strengthened environmental protection legislation, and imposed strict restrictions on the use of energy, the emission of greenhouse gases, the treatment of toxic waste, air pollution, food pollution and the development of environmentally sensitive areas. At the same time, there are several important international environmental conventions to protect endangered animals and plants and the earth's ecological environment. National environmental legislation and international environmental conventions have brought strong environmental pressure to the marketing activities of enterprises. Enterprises must face up to these environmental pressures and consider protecting the earth's ecological environment when making various marketing decisions.