Analysis of political and legal environment
Legal and political environment are important macro-environmental factors that affect corporate marketing, including political environment and legal environment. The political environment guides the direction of corporate marketing activities, and the legal environment stipulates the code of conduct for corporate business activities. Politics and law are interconnected, and they both affect and play a role in the marketing activities of enterprises.
1. Analysis of political environment
Political environment refers to the external political situation of corporate marketing activities. The political stability of a country will have a significant impact on corporate marketing activities. If the political situation is stable and people live and work in peace and contentment, it will create a good environment for corporate marketing. On the contrary, political instability, acute social conflicts, and disorder will affect economic development and market stability. In marketing, especially in foreign trade activities, enterprises must consider the possible impact of changes in the political situation and social stability of the host country.
The impact of the political environment on corporate marketing activities is mainly reflected in the policies formulated by the national government, such as population policy, energy policy, price policy, fiscal policy, monetary policy, etc., which will have an impact on corporate marketing activities. Influence. For example, the state stimulates the growth of consumption by lowering interest rates; it adjusts consumer income differences by levying personal income taxes, thereby affecting people's purchases; it suppresses people's consumer demand by increasing product taxes and increasing taxes on cigarettes, alcohol and other commodities. .
In international trade, different countries will also formulate some corresponding policies to interfere with the marketing activities of foreign companies in their own countries. The main measures are: (1) import restrictions; (2) tax policies; (3) price controls; (4) foreign exchange controls; (5) nationalization policies.
2. Analysis of legal environment
The legal environment refers to various laws, decrees and regulations promulgated by the national or local government. It is the criterion for corporate marketing activities. Enterprises can only conduct business in accordance with the law. Only by conducting various marketing activities can you be effectively protected by national laws. In recent years, in order to adapt to the needs of economic system reform and opening up, our country has successively formulated and promulgated a series of laws and regulations, such as the "People's Republic of China and Domestic Product Quality Law", "Enterprise Law", "Economic Contract Law", "Foreign Economic Contract Law", "Trademark Law", "Patent Law", "Advertising Law", "Food Hygiene Law", "Environmental Protection Law", "Anti-Unfair Competition Law", "Consumer Rights Protection Law", "Import and Export Commodity Inspection Regulations" and so on. Enterprise marketing managers must be familiar with relevant legal provisions in order to ensure the legality of enterprise operations and use legal weapons to protect the legitimate rights and interests of enterprises and consumers.
For enterprises engaged in international marketing activities, they must not only abide by the legal system of their own country, but also understand and comply with 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 restricted the export market of China's low-priced lighters. The Japanese government has also stipulated that any foreign company entering the Japanese market must find a Japanese company to partner with it to restrict the entry of foreign capital. Only by understanding the relevant trade policies of these countries can we formulate effective marketing strategies and take the initiative in international marketing.