企业英语培训经典教案之市场分析.ppt

企业英语培训专家Market-leaderCorporateEnglishTraining(week7),www.market-Call：400-670-9199,公司英语培训商务英语培训员工英语培训,SWOTAnalysis,Internal内部,External外部,StrengthandWeaknessInternalenvironmentanalysis内部环境分析Itisonethingtodiscernattractiveopportunitiesandtobeabletotakeadvantageoftheseopportunities.是用来辨别看清楚是否可以抓住机会，利用机会Itisimportanttoevaluateitsowninternalstrengthsandweaknesses,fromtimetotime.企业需要三不五时的分析自我内部优劣Seeappendix10:Memo见附件,Opportunitiesandthreatsexternalenvironmentanalysis外部环境分析DemographicEnvironment人口（统计）环境EconomicEnvironment经济环境NaturalEnvironment自然环境TechnologicalEnvironment技术环境Political-legalEnvironment政治法律环境Social-culturalEnvironment社会文化环境,DemographicEnvironmentWorldwidepopulationgrowth世界性人口增长Populationagemix人口年龄Ethnicandothermarkets名族文化和其他市场Educationalgroups教育族群Householdpatterns家庭结构Geographicalshiftsinpopulation人口在地理位子上的转变,Population,EconomicEnvironment,Purchasingpower购买力,Income,Distribution,Marketersoftendistinguishcountrieswithfivedifferentincome-distributionpatterns:市场营销人员区分国家是通过5个不同收入的分配模式Verylowincomes低收入（地区）mostlylowincomes绝大多数低收入verylow,veryhighincomes低收入高收入（两级地区）low,medium,highincomes高中低收入mostlymediumincomes绝大多数中等收入,Naturalenvironment,Globalhotconcern,Shortageofrawmaterials缺乏原材料Increaseenergycost能源成本的增加Anti-pollutionpressures抵制污染的压力Changingroleofgovernment政府角色的转变,TechnologicalEnvironmentAcceleratingpaceofchange转变速度的加速Unlimitedopportunitiesforinnovation无限的革新机会VaryingR&Dbudgets调研发展经费的改变Increasedregulationoftechnologicalchange科技规章制度的出台Legislationregulationbusiness商业法案Growthofspecial-interestgroup特别族群的发展,ResearchandDevelopment,Political-legalEnvironmentLegislationregulatingbusiness商业法案Businesslegislationhasthreemainpurposes:商业法案的三个目的protectcompaniesfromunfaircompetition保护企业远离不公平竞争protectconsumersfromunfairbusinesspractices保护企业远离不公平商业活动protecttheinterestsofsocietyfromunbridledbusinessbehavior保护社会远离过度激烈的商业活动Growthofspecial-interestgroup特别族群的发展,Lawsandpolicies,Social-culturalenvironmentHighpersistenceofcoreculturalvalues高度坚持的文化价值观Existenceofsubcultures亚文化区的存在ShiftsofSecondaryculturalvaluesthroughtime第二文化价值观随着时间的转变,Beliefs,valuesandnorms,Strategy,SWOT,ListenningandSpeaking,DiscussthequestionsLookatthephotos.Whoarethepeoplecanyouguess?WhydoyouthinkIanMitchelllooksworried?,ListenningandSpeaking,DiscussthecontinuingquestionsWhendoyoungpeopleinyourhometown/countryleavehome?Whatproblemsarethereforyoungpeoplelivingawayfromhomeforthefirsttime?,ListenningandSpeaking,ListentoIan,wholivesintheNorthofEngland.Heistalkingabouthisdaughter,Evie,whohaslefthometoliveinLondon.Answerthequestions.HowoldisEvie?WhendidshemovetoLondon?Issheenjoyinglivingthere?WhatdoesshethinkofLondon?Whydidshemovethere?Whereissheliving?Whoisshelivingwith?Whatdoesherboyfrienddo?Whatshisname?Whatdoesshedoattheweekend?Whydoesshehavetoearnextramoney?Howoftendoesshephonehome?Whatdoesshesaytoherparents?,ListenningandSpeaking,ListentoEvietalkingaboutherlifeinLondonandanswerthesamequestions.Whichofheranswersaredifferent?SpeakingWhatdoyouthink?ShouldEviesfatherbesoworriedabouthisdaughter?WasEvierighttoleavehomeat18?WhatadvicecanyougivetoEvieandherfahter?,Workintwogroups.GroupA:ParentsDiscussyourworriesaboutEvie.GroupB:EvieDiscusswhattotellyourparentsaboutyourlifeinLondon.Whatcanyousaytostopthemworryingaboutyou?,Evie,itsso