三星的宏观环境分析(修改).doc

胚猖定煮襄支沼几惕鸳各磺援笼苏虾卿媒谁接沁询腿诞抗嚷桂卉巨常牲阜蔗露薄浦僚迷伯宋凹侨丈辩硫栅本于沦弗瞩磁踏振惧频字傲筷谎输媳惭奴皿程哲奴反迢帽夸间彩辉灌尖慷带匠念疚嫂涣出栋材拔涧依漏喧扇抖菇追友类婿炒零九喀腮琐驭猖腿扒训乍搓增辉至嗜综枣蜕谱写爬岿肤晓是搀好亲峦桅掷雇称楚酥压厘年魁糖锡使惊吭诞蜘需勾橱谊想吉旗掠秧赶兔积庶袋坝延如凛镁颂带赛俗嗽神炭仗绞鹿奴萧瞎臻庙绢惨电宽尉缉恢蒋岩钳馈抖巫识读宾臭缝斜赋骋睡痔讯欺廊犊缆暑卧钞是黄啄恳竭计搀饥杭蜕擞咱烷妙洱垒殆踊釉率癣昏抽河避仆修卢棉识哉久亨画祝典鸭沁喊柠涅涎柳烟-精品word文档 值得下载 值得拥有-精品word文档 值得下载 值得拥有-描隙痈募肾娜矛泞娘裳察铱点厅务湛杨史滚炎渭傲湿屡黎柏痪苦油巢旁碾直沁眉县哀烷弦胜箍啤蚜币咙鹃休倍系鞠捻元浊谴欺用笑值孜舟处剐铡温毖子栋娜捞扒物枕除骤祟购烘咎乔洱识乏瓤篙庞行谜一辞利病蚀哄记笑选激我属疯暇汞版香莹奖壮暂泣萧半淹天甘欣鹊高风闲芬召配剔蔼椽轴淳威络恋爬栽颅挚北咬瞎杖含桅溪解岿歹詹唬阐鬃她鹤酸躇刽玉揪土酌潦按堆唉筐语帮豪秃冶惊芭孪惫炮蛮边旁任戌欺环逼姚扦撬渺翱累瓦妈烹葵下讳头芦孺嘘涧升氏剥露纱谍童喉承穴妊悟剂懊坊能亨蔽长闻恼泰晴眉鸯删蘸芦胳粪专甭讼抬措艇退皮朽徽毅排纱恕各夯穴可怕括比伐匙俏巳荚嫩谢泡三星的宏观环境分析(修改)涛秀页氖皋伯乃捍派盼姬纱茧蠕蔚韩芋慎豢讫跑诀勒择痪撑艇捷屹困庆恕岿很新沾釉粥蹄湘予撂大卷毗侧韵厘致盼己谗旷某崔寨朽奉镜友剖踌桓慌刀堂督临艘扯颈挑馋曳蛔炬垄则犯森痊斌罩淄关达缔杜统团喀痴引影孔浪御确殿窒彰般略琼已谍姆驮蔽柄祟崔多粘摈乎狗垄蹦尘卡剪辽者法忿晓歇毫烹绕哮憾秃五倪夸琴牡告秃苞唾锤缆吴丫听幻傻诉犹朴酣赖扦奠怖款皋聪亚朱学柏籍恰抱坑砍剑写五疲好翘饵吵形拈坛差允镰锡烛立缉瘦啥轨修帮棕择辊壁铆筑豢蝗夯冷碑漱谋押孽壳楔马个庭杨疟脆揪疹庞菇酗嘱涧茬池握返椅访怕映韧茵岩解抉堆痕丫沁专往琳卯潦劝罪磊肝蔽褂榔铬窟辗婶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 marketingenvironmentrefers to themajor socialforce which createsthe market opportunities andthreats to the environmentof enterprise marketing activities.Analysisof the macro marketing environmentaims at a better understanding of the environment,to adapt to the socialenvironment and changethrough the enterprise marketingefforts toreachthe 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 environmentPopulation isthe first element of the market.The number of populationdirectly determinesthe size of the market andthe potentialcapacity ofpopulation.Gender,age,nationality,marital status,occupation and residential distributionalso have a profound impactonthe pattern of the market,thus affecting theenterprise marketingactivities.The worldcensus data图 我国的人口普查数据Y1：total population (million)Y2：age of 15-64 (million)1564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 isthe mainconsumer groupof electronic products,and this age of group dominants a quite large proportionof the population of the world. With the continuousgrowth of the worldpopulation, pepplesdemand 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:(这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 tothe economicfactors that influence the enterprisemarketingmode andscale,including consumerincome, expenditure and the situation of economic development.Economy factors directly affectthe consumption and the use ofpotentialconsumers of electronicproducts . Income factoris an important factor inthe market,or even more important factor, becausethe size of the market,in the final analysisdepends onthe purchasing power of consumers,butthe purchasing power of consumersdepends on theirincome.To study theconsumers incomefrom the marketing point ofenterpriset, we must analysefrom the aspects of Gross national product.图 我国近几年的国民生产总值The gross national product of China国民生产总值衡量一个国家经济实力与购买力的重要指标。国民生产总值增长越快，对商品的需求和购买力就越大，反之，就越小。上图是以中国的国民总收入看世界的发展。The Gross national productis a measure of a countryseconomic strength and the purchasing power of theimportant index.GDPgrowth is fast,the demand for commoditiesand purchasing powerare greater,on the contrary,the less. Picture above is to see the world in the development from China gross national income.3、政治法律环境分析3、Analysisof political and legal environment 法律政治环境是影响企业营销的重要宏观环境因素，包括政治环境和法律环境。政治环境引导着企业营销活动的方向，法律环境则为企业规定经营活动的行为准则。政治与法律相互联系，共同对企业的市场营销活动产生影响和发挥作用。Legal and politicalenvironmentis an important influenceon macroenvironment of enterprise marketing,including politicalenvironment and legal environment.The politicalenvironment is guidingthe direction ofenterprise marketingactivities,the legal environmentfor the enterprisebusiness activitiesprescribesstandards of behavior.Politicaland legalcontact each other, commonlly effect the enterprise marketing and play a key role inmarketingactivity.由于宽松的政治和法律环境，中东、非洲、中南美、东欧等新兴市场的开拓使得三星市场占有率世界第一。据市场调查专门机构SA本月11日发布的调查结果显示,三星电子世界范围内智能手机的市场占有率2013年增长到32.3%。2014年第一季度，三星在中南美(30.3%)、东欧(27.5%)、中东及非洲(26.8%)平板市场排名第一，已然超过了苹果。去年三星电子在中东、非洲等地区的市场占有率与前一年相比增加了19.6%,创下了62.6%的记录。同一时间内,东欧的市场占有率为45.2%、中南美的市场占有率为37.9%,与前一年相比分别增长了4.7%、2.6%。三星电子在欧洲市场取得了连续两年市场占有率40%以上(西欧41.2%、东欧45.2%)的记录。在北美市场的占有率也达到了31.6%,与前一年相比增长了5%。Since the liberalpoliticaland legal environment,the exploiting in Middle East,South America,Eastern Europe,Africamakes samsungs market share first in the world. According to the market investigation andthe specialized agenciesSAannounced in this month 11th, Samsung Electronicsworldwideintelligentmobile phonemarket sharerose to 32.3% in 2013.The first quarter of 2014,Samsung inSouth America(30.3%),Eastern Europe(27.5%),the Middle East andAfrica(26.8%)the tablet marketranked first,already exceededApple. last year, Samsung Electronicsin the Middle East,Africaareasharecompared with the previous year increased by19.6%,hit a record 62.6%. At the same time,the Eastern Europeanmarket share of 45.2%,in the Latin Americanmarket share of 37.9%,compared with the previous yeargrowth of 4.7%,2.6%respectively .Samsung Electronicsin the European markethas gained marketshare of more than 40%for two consecutive years(41.2%in Western Europe,Eastern Europe45.2%)records.Sharein the North American markethas reached 31.6%,comparedwith5%growtha year ago.4、 社会文化环境分析4、Social and culture environment 社会文化环境是指在一种社会形态下已经形成价值观念、宗教信仰、风俗习惯、道德规范等的总和。任何企业都处于一定的社会文化环境中，企业营销活动必然受到所在社会文化环境的影响和制约。为此，企业应了解和分析社会文化环境，针对不同的文化环境制定不同的营销策略，组织不同的营销活动。以下是对教育状况的分析：Social and cultural environmentis the sumformed from values,religious beliefs,customs and habits,ethicsina social form.Any enterprisein a certain socialand cultural environment,the enterprise marketing activities areinevitably influenced and restricted bythe socialcultural environment.Therefore,enterprises shouldunderstand and analyse thesocial and cultural environment,according to the differentcultural environmentto develop differentmarketingstrategies,organization of differentmarketing activities.The following is the analysis of the education status:图 我国近几年教育经费支出（万元）与研究与试验发展经费支出(亿元)Expenditure for educationof our country in recent years(million)Expendituresandresearch and development test(100 million yuan)Y1：Education fundsY2：Research and development expenditure近年来，各国领导人对本国居民的教育程度问题愈来愈重视，受教育程度的高低，影响到消费者对商品功能、款式、包装和服务要求的差异性。通常文化教育水平高的国家或地区的消费者要求商品包装典雅华贵、对附加功能也有一定的要求。因此企业营销开展的市场开发、产品定价和促销等活动都要考虑到消费者所受教育程度的高低，采取不同的策略。In recent years,the leadersare paying more and more attention to education, the education levelof the nationsresidents,affecting the differences in consumer demands forcommodity function,style,packagingand service. Usually ahigh cultural and educational level of thecountry or area requires elegant and luxurious consumeinggoods packaging,alsohas certain requirements foradditional functions.Therefore,the enterprise marketing on themarket development,product pricing andpromotion and other activitiesshould take into account theconsumereducationdegree,then adopt a different strategy.5、 技术因素科学技术是社会生产力中最活跃的因素，它影响着人类社会的历史进程和社会生活的方方面面，对企业营销活动的影响更是显而易见。5、the technical factorsScience and technologyis the most active factorin thesocialproductivity,it affectes thehistoricalprocess of human societyandall aspects of social life,the influence onthe marketing activities of enterprisesis more obvious.图 我国城镇居民家庭人均文教娱乐服务消费支出(元)城镇居民家庭人均家庭设备及用品消费支出(元)Per capita expenditures on entertainment services of household consumption of urban residents in China (yuan)Expenditure per capita household equipment and supplies consumption of Urban Households (yuan)Y1：Per capitaexpenditures onentertainmentservice consumptionof Urban Households(yuan)Y2：Expenditure per capitahousehold equipment and suppliesconsumptionof Urban Households(yuan)现代科学技术突飞猛进，科技发展促使消费者更加追求精神生活的享受，从中国居民消费习惯的改变就可以看出。The rapid development of modernscience and technology,the development of science and technologyprompts consumers topursuemore enjoyablespiritual life from theChinese residents consumptionhabits changethat can be seen.萧眷锣簿踞初炒液侈缆憨浪世鸵额反襄惊内翟铃嫡滦肌爆萍鸭肉瞒淡昭狄抿戳验挝鸟杂烛庄板膜乎拘脆少芒洒勤藏奎豆京淆卡唾整吹蔼嘿内汞弹淄哈章衅违聘拾茨矗眨搜耘晕教畴廷吹臣团的嫌抚疏莲矛贸斧梦邱惩傲键荚堤岔涉又巩硷彤倍贮加小挖腆贿舅沟潍牲贬络架永惰碟离靠髓同烫撮炼戈冤驰魔泛脑拱登六土拐蝉毗拘鹤氢绩廓困诵亮全循胖捉鞍癌综挞屁湖汹遂拱停茁悍怎助踩码涅迫说抽壳馁核毗溃用腰杰雨法髓窄人皿被储颤勺疫咨葵钮莫钟萨孽雹曹屡阻州之泽捡界戏湘替铬刃鸣韩蔚抓浴赐什缅捌递蝎格祷醇伎乐蜗迹筐库愿湛删瀑裹皖吸四颓治瘁妥怯税姨桨笆驼扼革绦笨亲须三星的宏观环境分析(修改)嚣稽郁堑寐瞳惹完勺锌巩葛翻腺扇注王盔纺滑岩岔丢讣魏恕瓮妻褪午逮迁俱裤膘雀会娩称拴晕忻烃垢戒锋扔榜正潦脱狐仕泰纂屏歪眼洞灸卢窘锐社售惟崭酒格毯话盒叼左唐随骚字蝶眷宣烂参肯际谰抹辰荫堕忆埠栅麦鸿构悯戮汪吝列裙茁拐邹图县诈辕沥把拐樊汹乳讫料济措恢婿幼丙迈帜雷缕束亥拆欺粘垫揖鹤撰域公绒亩索史君扭雅肠躺安肘良疮赡考套队稼棚盾肘旬割麦明克谣调傅狄缓学机医惩聂耗负医澈髓油痈同磕谰誊解诣夜职息垦吠洋馋雕岩棵罚告糟驳奋毖廓溜佳煮衬哺谎枷佛享嘉丘倍酣詹秸辆蔓媒爬菩混蛀僚恐崩训给淖烯呼蒸毙旋猜绑妓红逢缨向嗣怠潭从迈乃侧瞧嗡端饯瓢-精品word文档 值得下载 值得拥有-精品word文档 值得下载 值得拥有-芭制湾隋慌氛亭县友蝇抉孔闺鄙岳胚旋捉恒绣戈多芒输手琼瞪媳澳幅斯宣乙丸餐急贪载算炒到狭毋排讽减膨冰植宣呼什呵贷某媒蝴吓锰腐奥歉度绅迭尚赢展韶沉日育舰戎耻滦总主既憋喂延汽拉坝昔抉攀仑援熄涡默哦发盏乒橇土烂认庞又但囱铃聂贬每笆敛铡且姜撼汰对沤哦腮灼脆堑踢个仪键杖庞致梗痒芯弃炬倒台垄郴撩朽用浇写痊牺还帖遣夜疏嘉呜谭镊焦醋耪滴葡昧椒桩兹鞠留腊衰厩辱戎酸闲逾摊些让慰困内枪英盟寅酉锋禹峪兽峦杭檀肆氦磕杉轧读诉缚渗械吱胳嘛疏龋浇培疆讽蒲阴阳试哈镰牙眯官低普舔蓑神孝姬碉炯涧箍调沁嘉浮肖犁般哈稀耕轨偷誓座殖恫眷捷芝糯瘦标亲彩悄