三星的宏观环境分析(修改)

1、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 market ing environment refers to the major social force which creates the market opport un ities and threats to the environment of en terprise market ing activities. An alysis of the macro marketi ng en v

2、iro nment aims at a better un dersta nding of the environment, to adapt to the social environment and cha nge through the en terprise marketi ng efforts to reach the goal of en terprise marketi ng.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、 Populati o

3、n and environmentPopulation is the first element of the market. The number of population directlydeterm ines the size of the market and the pote ntial capacityof population.Gender, age, nationality, marital status, occupation and residentialdistribution also have a profound impact on the pattern of

4、the market, thus affectingthe en terprisemarketing activities.The world cen sus data图我国的人口普查数据Y1 : total populati on (milli on)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 betwee n 15 to 64 is the ma

5、in con sumer group of electr onic products, and this age of group dominants a quite large proport ion of the populati on of the world. With the continu ous growth of the world populati on, pepple'dema nd forelectro nic products in creases.Among them, Chin ese is a very mporta nt market ofSams un

6、g Electr onics Group, the follow ing is Chin ese in recent years the cen sus data:（这个下面才是你的人口普查数据啊）2、经济环境分析2、 Econo mic 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

7、国民生产总值方面进行分析。The econo mic environment gen erally refers to the econo mic factors that in flue nee the en terprise marketi ng mode and scale, in cludi ng con sumer in come, expe nditure and the situati on of econo mic developme nt. Economy factors directly affect the con sumpti on and the use of pot

8、e ntial con sumers of electr onic products .In come factor is an importa nt factor in the market, or even more important factor, because the size of the market, in the final an alysis depe nds on the purchas ing power of con sumers, but the purchas ing power of con sumers depe nds on their in come.

9、To study the con sumer's in come from the marketi ng point of en terpriset, we must an alyse from the aspects of Gross n atio nal product.600000 500000400000300000200000100000图 我国近几年的国民生产总值The gross n ati onal 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

10、入看世界的发展。The Gross n atio nal product is a measure of a coun try's econo mic stre ngth and the purchas ing power of the importa nt in dex. GDP growth is fast, the dema nd for commodities and purchas ing power are greater, on the con trary, the less.Picture aboveis to see the world in the developm

11、e nt from China gross n ati onal in come.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 importa nt in flue nce on macro environment ofenterprise mark

12、eting, including political environment and legal environment. The political en vir onment is guidi ng the direct ion of en terprise marketi ng activities, the legalen viro nment for the en terprise bus in ess activities prescribes sta ndards of behavior. Political and legal con tact each other, com

13、mon lly effect the en terprise 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

14、。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 exploit ing in Middle East, South America, Easter n Europe, Africa makes sams ung'market share first in

15、 the world.Accord ing to the market i nvestigati on and the specialized age ncies SA announ ced in this mon th 11th, Sams ung Electro nics worldwide in tellige nt mobile phone market share rose to 32.3% in 2013. The first quarter of 2014, Samsu ng in South America (30.3%), Eastern Europe (27.5%), th

16、e Middle East and Africa (26.8%)the tablet market ran ked first, already exceeded Apple. last year, Sams ung Electr on ics in the MiddleEast, Africa area share compared with the previous year in creased by 19.6%, hit a record62.6%. At the same time, the Eastern European market share of 45.2%, in the

17、 LatinAmerica n market share of 37.9%, compared with the previous year growth of4.7%, 2.6% respectively .Samsung Electronics in the European market has gained market share of more tha n 40% for two con secutive years (41.2% in Wester n Europe, Eastern Europe 45.2%) records. Share in the North Americ

18、a n 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, c

19、ustoms and habits, ethics in a social form.Any enterprise in a certain social and cultural environment, the enterprise marketing activities are in evitably in flue need and restricted by the social cultural en viro nment. Therefore, en terprises should un dersta nd and an alyse the social and cultur

20、al en vir onment, accord ing to the differe nt cultural environment to develop differe nt market ing strategies, orga ni zatio n of differe nt market ing activities. The follow ing is the an alysis of the educati on status:图 我国近几年教育经费支出（万元）ZTT-7-=8-*w year200420052006200720082009201020112012201372,4

21、284,18121r4145.0165.0195,6238,6276,9侶&2,4493,003 3f710 4,616 5,802 7,062 8f687 10,2911hS4与研究与试验发展经费支出（亿元）Expe nditure for educati on of our country in recent years (millio n)Expe nditures and research and developme nt test (100 millio n yua n)Y1 : Education fundsY2 : Research and development exp

22、enditure受教育程度的高低， 影响近年来，各国领导人对本国居民的教育程度问题愈来愈重视, 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 pay ing more and more atte nti on to educati on, theeducati on level of the n atio n's reside n

23、ts, affect ing the differe nces in con sumer dema ndsfor commodity function, style, packagi ng and service. Usually a high cultural andeducati on al level of the country or area requires elega nt and luxurious con sume ing goodspackag ing, also has certa in requireme nts for additi onal functions. T

24、herefore, theen terprise marketi ng on the market developme nt, product pric ing and promoti on andother activities should take into acco unt the con sumer educatio n degree, the n adopt a differe nt 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 tech nical factorsS

25、cie nee and tech no logy is the most active factor in the social productivity, it affectes the historical process of huma n society and all aspects of social life, the in flue nee on the marketing activities of enterprises is more obvious.25002.00015001000U12345678910 year20042005200620072008200920102011201220131,032.1.097.1,203.13