This paper expounds how to analyze the macro-environment of bank wealth management product marketing.

is the macro marketing environment analysis, population environment analysis, and population is the first element of the market. The population directly determines the market size and potential capacity, and the gender, age, nationality, marital status, occupation and residence distribution of the population also have a profound impact on the market structure, thus affecting the marketing activities of enterprises. Enterprises should attach importance to the study of population environment, pay close attention to population characteristics and its development trend, and adjust marketing strategies in time to adapt to the changes of population environment. 1. Population analysis Population is a basic factor to determine the market size. If the income level remains the same, the larger the population, the greater the demand for food, clothing and daily necessities, and the greater the market. Enterprise marketing should first pay attention to the population and its changes in the country or region where it is located, especially affecting the content and quantity of people's daily necessities. 2. Analysis of population structure (1) Age structure. Consumers of different ages have different needs for goods and services. Different age structures form a market with age characteristics. By understanding the demand characteristics of different age structures, enterprises can decide the investment of their products and find the target market. (2) Gender structure. Gender differences will bring significant differences to people's consumption demand, which is reflected in the emergence of men's products market and women's products market in the market. Enterprises can produce marketable products according to the different needs of different sexes, formulate effective marketing strategies and develop a larger market. (3) Education and occupation structure. The education level and occupation of the population are different, and they show different tendencies to market demand. With the expansion of the scale of higher education, the education level of the population has generally improved, and the income level has gradually increased. Enterprises should pay attention to the changes in people's demand for newspapers, books and computers. (4) Family structure. Family is the basic unit of commodity purchase and consumption. The number of family units and the average number of family members in a country or region can directly affect the demand for some consumer goods. At the same time, different types of families often have different consumption needs. (5) Social structure. The vast majority of China's population is agricultural, accounting for about 8% of the total population. Such a social structure requires that enterprise marketing should fully consider the rural market. (6) National structure. China is a multi-ethnic country. Different nationalities have different cultural traditions and living habits. Specifically, the consumer demand in terms of diet, housing, clothing and etiquette has its own customs and habits. Enterprise marketing should attach importance to the characteristics of national markets and develop products that are suitable for national characteristics and popular with them. 3. Analysis of population distribution There are geographical differences in population distribution, and the density of population in different regions is different. Different population densities in different places have different market sizes and different consumer demand characteristics. At present, a prominent phenomenon in China is that rural population flows to cities or industrial and mining areas, and the mainland population flows to coastal economic open areas. Enterprise marketing should pay attention to the increase of consumption demand in these areas not only in quantity, but also in the change of consumption structure, and should provide more marketable products to meet the needs of these floating population, which is a market with great potential. Analysis of Economic Environment Economic environment is the main environmental factor that affects the marketing activities of enterprises, including income factor, consumption expenditure, industrial structure, economic growth rate, money supply, bank interest rate, government expenditure and other factors, among which income factor and consumption structure have great influence on the marketing activities of enterprises. 1. Analysis of Consumer Income The income factor is an important factor that constitutes the market, even more important. Because the size of the market, in the final analysis, depends on the purchasing power of consumers, and the purchasing power of consumers depends on their income. Enterprises must study consumer income from the perspective of marketing, usually from the following four aspects. (1) gross national product. It is an important indicator to measure a country's economic strength and purchasing power. The faster the GDP grows, the greater the demand and purchasing power of commodities, and vice versa. (2) per capita national income. This is the ratio of the total national income divided by the total population. This index generally reflects the level of people's living standards in a country, and also determines the composition of commodity demand to a certain extent. Generally speaking, with the increase of per capita income, the demand and purchasing power of commodities will be greater, and vice versa. (3) disposable personal income. Refers to the part of personal income that can be used for consumption or savings after deducting various taxes paid by consumers and non-commercial expenses paid to the government, which constitutes the actual purchasing power. Disposable personal income is the decisive factor that affects consumers' purchase of daily necessities. (4) Individuals can control their income at will. Refers to the remaining part in disposable personal income after deducting the expenses (such as rent, water and electricity, food, clothing, etc.) used by consumers to purchase daily necessities. This part of income is the most active factor in the change of consumer demand, and it is also the main object to be considered when enterprises carry out marketing activities. This part of the income is generally used to buy high-end durable consumer goods, entertainment, education, tourism and so on. (5) family income. The level of family income will affect the market demand of many products. Generally speaking, the family income is high, the demand for consumer goods is large, and the purchasing power is also large; On the contrary, the demand is small and the purchasing power is small. In addition, we should pay attention to the analysis of changes in consumers' actual income. Pay attention to distinguish between monetary income and actual income. 2. Analysis of Consumer Expenditure With the change of consumer income, consumer expenditure will change accordingly, and then the consumption structure of a country or region will also change. (1) consumption structure. In 1857, Ernst Engel, a German statistician, discovered the regularity between the change of consumer income and the change of consumption structure. (2) Engel coefficient. The change of consumption structure revealed by Engel is usually expressed by Engel's coefficient, that is, Engel's coefficient = the amount of food expenditure/the total amount of household consumption expenditure. The smaller Engel's coefficient, the smaller the proportion of food expenditure, indicating that life is rich and the quality of life is high; The greater the Engel's coefficient, the higher the proportion of food expenditure, indicating that life is poor and the quality of life is low. Engel coefficient is an important parameter to measure the living standard of a country, region, city and family. Enterprises can understand the current consumption level of the market from Engel coefficient, and can also infer the trend of future consumption changes and its impact on enterprise marketing activities. 3. Analysis of Consumer Savings: Consumer's saving behavior directly restricts the size of market consumption purchase. When the income is constant, if the savings increase, the actual purchase volume will decrease; On the contrary, if the income used for saving decreases, the actual purchase will increase. Residents' propensity to save is caused by changes in interest rates, prices and other factors. People save for different purposes, some for the elderly, some for future purchases, and of course the ultimate purpose of saving is mainly for consumption. Enterprises should pay attention to the increase and decrease of residents' savings, understand the different motives of residents' savings, formulate corresponding marketing strategies and obtain more business opportunities. 4. Consumer Credit Analysis Consumer credit, also known as credit consumption, refers to a way for consumers to obtain the right to use goods by credit, and then repay the loan on schedule to complete the purchase of goods. Credit consumption allows people to buy goods that exceed their actual purchasing power, creating more consumer demand. With the development of China's commodity economy, people's consumption concept has changed greatly, and credit consumption mode has gradually become popular in China, which is worth studying by enterprises. Analysis of Political and Legal Environment The legal and political environment is an important macro-environmental factor affecting enterprise marketing, including political environment and legal environment. The political environment guides the direction of enterprise marketing activities, while the legal environment provides the code of conduct for enterprises. Politics and law are interrelated, and * * * has an impact on the marketing activities of enterprises and plays a role. 1. Analysis of Political Environment Political environment refers to the external political situation of enterprise marketing activities. Whether a country's political situation is stable or not will have a great impact on enterprise marketing activities. If the political situation is stable and people live and work in peace and contentment, it will create a good environment for enterprise marketing. On the contrary, political instability, sharp social contradictions and disorder will affect economic development and market stability. In marketing, especially in foreign trade activities, enterprises must consider the possible impact of political changes and social stability in the host country. The influence of political environment on enterprise marketing activities is mainly manifested in the principles and policies formulated by the national government, such as population policy, energy policy, price policy, fiscal policy and monetary policy, which will all have an impact on enterprise marketing activities. For example, the state stimulates the growth of consumption by lowering interest rates; Adjust the difference of consumers' income by collecting personal income tax, thus affecting people's purchase: restrain people's consumption demand by increasing product tax and tax on cigarettes, wine and other commodities. In international trade, different countries will also formulate some corresponding policies to intervene in the marketing activities of foreign enterprises in their own countries. The main measures are: (1) import restrictions; (2) tax policy; (3) price control; (4) foreign exchange control; (5) Nationalization policy. 2. Analysis of Legal Environment Legal environment refers to various laws, decrees and regulations promulgated by the state or local government, which is the criterion of enterprise marketing activities. Only when enterprises carry out various marketing activities according to law can they be effectively protected by national laws. In recent years, in order to meet the needs of economic system reform and opening to the outside world, China has successively formulated and promulgated a series of laws and regulations, such as the Product Quality Law of the People's Republic of China, the Enterprise Law, the Economic Contract Law, the Foreign Economic Contract Law, the Trademark Law, the Patent Law, the Advertising Law, the Food Hygiene Law, the Environmental Protection Law, and so on. Marketing managers of enterprises must be familiar with the relevant legal provisions in order to ensure the legitimacy of enterprise operation and use legal weapons to protect the legitimate rights and interests of enterprises and consumers. For enterprises engaged in international marketing activities, they should not only abide by their own legal systems, but also understand and abide by foreign legal systems and relevant international regulations, practices and norms. For example, some time ago, European countries banned the sale of lighters without safety protection devices, which undoubtedly limited the export market of low-priced lighters in China. The Japanese government has also stipulated that any foreign company entering the Japanese market must find a Japanese company to partner with it in order to limit the entry of foreign capital. Only by understanding and mastering the relevant trade policies of these countries can we formulate effective marketing countermeasures and strive for initiative in international marketing. Analysis of social and cultural environment Social and cultural environment refers to the sum total of values, religious beliefs, customs, and moral norms that have been formed under a social form. Any enterprise is in a certain social and cultural environment, and its marketing activities are bound to be influenced and restricted by the social and cultural environment. Therefore, enterprises should understand and analyze the social and cultural environment, formulate different marketing strategies and organize different marketing activities according to different cultural environments. The study of social and cultural environment in enterprise marketing generally starts from the following aspects: 1. Analysis of education status The level of education affects the differences of consumers' requirements for product functions, styles, packaging and services. Usually, consumers in countries or regions with high cultural and educational level require elegant and luxurious packaging of goods, and also have certain requirements for additional functions. Therefore, marketing activities such as market development, product pricing and promotion should take into account the education level of consumers and adopt different strategies. 2. Analysis of Religious Belief Religion is an important factor that constitutes social culture, and it has a great influence on people's consumption demand and purchase behavior. Different religions have their own unique requirements and taboos on holiday etiquette and commodity use. Some religious organizations even have a decisive influence on the purchase decision of believers. For this reason, enterprises can take influential religious organizations as their important objects of public relations, and pay attention to different religious beliefs in marketing activities to avoid losses caused by contradictions and conflicts. 3. Analysis of values Values refer to people's attitudes and views on various things in social life. Under different cultural backgrounds, people's values are often very different, and consumers have their own opinions and attitudes on the color, logo, style and promotion methods of goods. Enterprise marketing must design products and provide services according to different values of consumers. 4. Analysis of Consumption Custom Consumption custom refers to a consumption pattern and habit formed by people in their long-term economic and social activities. Different consumption customs have different commodity requirements. Studying consumption customs is not only conducive to organizing the production and sales of consumer goods, but also conducive to guiding healthy consumption correctly and actively. Understanding the taboos, habits and taboos of consumers in the target market is an important prerequisite for enterprises to carry out marketing. Analysis of natural environment The natural environment refers to various forms of material information provided by nature to human beings, such as sunlight, air, water, forests, land and so on. With the progress of human society and the development of science and technology, all countries in the world have accelerated the process of industrialization, which has created rich material wealth and met people's growing needs. On the other hand, it faces problems such as resource shortage and environmental pollution. Since the 196s, countries all over the world began to pay attention to the impact of economic development on the natural environment, and set up many environmental protection organizations to urge national governments to strengthen environmental protection legislation. These problems are challenges to enterprise marketing. For marketing managers, they should pay attention to the changing trend of natural environment, analyze the opportunities and threats of enterprise marketing and formulate corresponding countermeasures. 1. Analysis of the increasing shortage of natural resources. Natural resources can be divided into two categories. One category is renewable resources, such as forests and crops. These resources are limited and can be produced again, but it is necessary to prevent excessive deforestation and occupation of cultivated land. Another kind of resources is non-renewable resources, such as oil, coal, silver, tin, uranium, etc. This kind of resources is limited. With the extensive exploitation of human beings, some minerals are on the verge of exhaustion. The shortage of natural resources will make many enterprises face the threat of rising raw material prices and production costs; However, on the other hand, it forces enterprises to study ways to make more rational use of resources and develop new resources and substitutes, which in turn provide enterprises with new resources and marketing opportunities. 2. Analysis of the increasingly serious environmental pollution The development of industrialization and urbanization has had a great impact on the natural environment, especially the increasingly serious environmental pollution problem. The pollution in many areas has seriously affected people's health and natural ecological balance. The problem of environmental pollution has attracted the close attention of governments and the public all over the world, which is a kind of pressure and constraint on the development of enterprises, requiring enterprises to pay a certain price for controlling environmental pollution, but at the same time, it also provides enterprises with a new marketing opportunities, prompting enterprises to study pollution control technologies, build green projects, produce green products and develop environmentally friendly packaging. 3, government intervention to strengthen the analysis of the shortage of natural resources and environmental pollution, so that governments around the world have strengthened their intervention in environmental protection and promulgated a series of policies and regulations on environmental protection, which will restrict some.