三星的宏观环境分析(修改).doc

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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 marketing environment refers to the major social force which creates the market opportunities and threats to the environment of enterprise marketing activities. Analysis of the macro marketing environment aims at a better understanding of  the environment, to adapt to the social environment and change through the enterprise marketing efforts to reach the 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 environment
Population is the first element of the market. The number of population directly determines the size of the market and the potential capacity of population.Gender, age, nationality, marital status, occupation and residential distribution also have a profound impact on the pattern of the market, thus affecting the enterprise marketing activities.
The world census data
图 我国的人口普查数据
Y1： total population (million)
Y2： age of 15-64 (million)
15—64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 is the main consumer group of electronic products, and this age of group dominants a quite large proportion of the population of the world.  With the continuous growth of the world population, pepple’s demand 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 to the economic factors that influence the enterprise marketing mode and scale, including consumer income, expenditure and the situation of economic development. Economy factors directly affect the consumption and the use of potential consumers of electronic products . Income factor is an important factor in the market, or even more important factor, because the size of the market, in the final analysis depends on the purchasing power of consumers, but the purchasing power of consumers depends on their income. To study the consumer's income from the marketing point of enterpriset, we must analyse from 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 product is a measure of a country's economic strength and the purchasing power of the important index. GDP growth is fast, the demand for commodities and purchasing power are 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、Analysis of 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 political environment is an important influence on macro environment of enterprise marketing, including political environment and legal environment. The political environment is guiding the direction of enterprise marketing activities, the legal environment for the enterprise business activities prescribes standards of behavior. Political and legal contact each other, commonlly effect the enterprise marketing and play a key role in marketing activity.
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 liberal political and legal environment, the exploiting in Middle East, South America, Eastern Europe, Africa makes samsung’s market share first in the world. According to the market investigation and the specialized agencies SA announced in this month 11th, Samsung Electronics worldwide intelligent mobile phone market share rose to 32.3% in 2013. The first quarter of 2014, Samsung in South America (30.3%), Eastern Europe (27.5%), the Middle East and Africa (26.8%)the tablet market ranked first, already exceeded Apple. last year, Samsung Electronics in the Middle East, Africa area share compared with the previous year increased by 19.6%, hit a record 62.6%. At the same time, the Eastern European market share of 45.2%, in the Latin American market share of 37.9%, compared with the previous year growth of 4.7%, 2.6% respectively .Samsung Electronics in the European market has gained market share of more than 40% for two consecutive years (41.2% in Western Europe, Eastern Europe 45.2%) records. Share in the North American market has reached 31.6%, compared with 5% growth a 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 environment is the sum formed from values, religious beliefs, customs and habits, ethics in a social form.
Any enterprise in a certain social and cultural environment, the enterprise marketing activities are inevitably influenced and restricted by the social cultural environment. Therefore, enterprises should understand and analyse the social and cultural environment, according to the different cultural environment to develop different marketing strategies, organization of different marketing 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 education of our country in recent years (million)
Expenditures and research and development test (100 million yuan)
Y1：Education funds
Y2：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 leaders are paying more and more attention to education, the education level of the nation's residents, affecting the differences in consumer demands for commodity function, style, packaging and service. Usually a high cultural and educational level of the country or area requires elegant and luxurious consumeing goods packaging, also has certain requirements for additional functions. Therefore, the enterprise marketing on the market development, product pricing and promotion and other activities should take into account the consumer education degree, 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 factors
Science and technology is the most active factor in the social productivity, it affectes the historical process of human society and all aspects of social life, the influence on the marketing activities of enterprises is 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 capita expenditures on entertainment service consumption of Urban Households (yuan)
Y2：Expenditure per capita household equipment and supplies consumption of 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 modern science and technology, the development of science and technology prompts consumers to pursue more enjoyable spiritual life from the Chinese residents' consumption habits change that 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
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