Influencing factors of indirect marketing environment: population environment
The population environment of marketing consists of total population, population growth rate, population composition and other factors. The change of population environment directly affects the development of the market, because the demand side of the market is composed of consumers with purchasing power. The more such consumers, the greater the market size and capacity, and the more opportunities for enterprise marketing. However, due to the differences in age structure, geographical distribution and population density, there are significant differences in consumption structure and consumption patterns, which in turn affect marketing activities. Therefore, it is not enough to analyze and understand the population environment only from the perspective of population, but also from a qualitative perspective.
1. Total population
With the progress of science and technology, the development of productive forces and the improvement of people's living conditions, the average life expectancy of the world population has increased, the mortality rate has decreased, and the global population has continued to grow. According to United Nations estimates, the world population will increase by 80 million to 90 million every year.
At the same time, the growth of the world population is extremely uneven. The birth rate in developed countries has declined, and some countries even experienced negative population growth. The fastest population growth is in developing countries, 80% of the world's population is in developing countries, and the fastest population growth is often in those backward and underdeveloped countries.
The rapid growth of population is of great significance to enterprise marketing. Population growth means an increase in market demand. If people have enough purchasing power, population growth means the expansion of the market. On the other hand, if the pressure of population growth on the supply of various resources is too great, the production cost will rise while the profit will drop, and the birth rate in developed countries will drop, resulting in the shrinking of the children's market and the corresponding expansion of the markets of tourism, entertainment, catering and leisure.
2. Geographical distribution
The geographical distribution of population refers to the population density in different areas. The population distribution in any country or region is by no means uniform. The population distribution of China is mainly concentrated in the southeast coastal areas, and the population density gradually decreases to the northwest.
The geographical distribution of population generally shows different consumption habits and demand characteristics. The food structure in different areas of China is very different. For example, southerners live on rice, northerners live on flour, Jiangsu and Zhejiang people like sweets, and Sichuan and Hunan people like spicy food.
The geographical distribution of population is a dynamic concept. From a global perspective, there is such a trend in population mobility:
(1) Move to a sunny area. Take the United States as an example During the ten years from 1980 to 1990, the population in the west increased by 17%, and the population in the south increased by 14%. British companies believe that if this trend intensifies, the demand for cold-proof products and heating equipment will decline, while the demand for refrigeration products will increase.
(2) Migration from rural areas to cities. This trend has lasted for more than a century, because urban life has the advantages of convenient transportation, high income, rich cultural and sports activities and convenient access to goods and services, which has attracted rural population to some extent. The dependence of urban population and rural population on commodity exchange is different. Almost all the commodities needed by the urban population are purchased by the market, while part of the needs of the rural population can be solved by self-sufficiency. Therefore, when the total population remains unchanged, the increase in the proportion of urban population will often increase the market demand.
(3) move to the suburbs of the city. Because the city center is crowded, the space is small and the pollution is heavy, and the fresh air and quiet living environment in the suburbs are attractive to the citizens, and the transportation is more and more convenient, which leads to the flow of urban population to the suburbs. In recent years, the sales of retail institutions such as department stores in the center of some big cities in China have declined, while the sales of some commercial institutions in the suburbs have increased substantially, which confirms this trend.
3. Age distribution
The age structure of population refers to the composition of different ages in a certain period. Consumers of different ages have different characteristics in consumption demand, hobbies and consumption patterns due to their different physiological and psychological characteristics, life experiences, income levels and economic burdens.
(1) childhood (O ~ 6 years old). Its physiological needs are basic, and the main consumption crystals are baby food, diapers, children's clothes, simple toys and so on. Childhood consumption cannot be counted as consumption that can make independent purchase decisions, and its consumption is generally reflected by the consumption behavior of children's relatives. Generally speaking, children's consumption behavior has three characteristics: first, it has developed from a purely physiological demand to a demand with social content, and consciousness has gradually joined its consumption behavior. Second, consumer sentiment has changed from extremely unstable to slightly stable, that is, with the increase of age and the improvement of understanding of external things, children's ability to control emotions has increased. Third, from imitation consumption to consumption with individual characteristics.
(2) adolescence (7 ~ 14 years old). In addition to physical needs, there are also certain psychological needs, and consumer goods have also undergone obvious changes. The main consumption crystals at this stage are nutritious food, novel clothes, more complicated toys (such as electronic game machines), enlightenment culture and entertainment crystals, books and so on. Teenagers' consumers are in a state of rapid change, both physically and psychologically. The specific characteristics are: first, I am eager to improve my independence and consciousness in the process of consumption, and I am eager to have the status and rights of adult consumption decision-making. However, due to the limitations of subjective and objective conditions, they can't get rid of their dependence on consumption. Second, the attitude of purchasing behavior tends to be stable, and conscious consumption behavior has increased significantly. Third, the social content of consumption has increased significantly, and the social impact is also growing.
(3) Youth stage (15 ~ 25 years old). At this stage, physiological needs and psychological needs account for half, and the main consumer goods are fashion clothes, hairstyles, decorations, drinks, school supplies, sports equipment, books, newspapers, movies and entertainment. Its characteristics are: first, the pursuit of novelty. Represent the trend and dare to challenge traditional ideas. Second, the pursuit of independence in the process of consumption, showing a strong sense of self, like to dominate themselves independently. Third, there is a strong emotional color in the consumption process. When buying goods, emotion is more important than reason, which is obviously influenced by the psychological function of goods and commercial promotion, and it is easy to produce impulsive buying.
(4) Adult stage (26-60 years old). During this period, their psychological needs are more vigorous, and the differentiated characteristics of their physiological needs are increasingly obvious. First, consumers' personal consumption behavior is generally independent. Although external factors can exert certain influence, the influence is limited. Second, the purpose of consumption is obvious. When consumer values and stereotypes are formed, consumer behavior has a certain persistence.
(5) Old age (6 1 year or older). The consumption characteristics at this stage are as follows: First, the scope of demand has narrowed and the structure has changed. Due to the decline of energy and physical strength, their activities have narrowed and their consumption behavior has become more concentrated. Second, the pursuit of convenience and practicality of consumption, emphasizing comfort and safety, not pursuing flashy things. Third, I believe in consumer experience and have a strong habit. I don't want to buy and use goods I don't know easily. Internationally, countries and regions where the population over 60 accounts for 10% of the total population, or the population over 65 accounts for 7% of the total population are called aging societies. At present, China has entered an aging society. At present, China's elderly population over 60 years old has reached 65.438+0.26 billion, accounting for one fifth of the world's elderly population, ranking first in the world. According to statistics, the purchasing power of the elderly in China is about 320-400 billion yuan at present, and it will reach 654.38+0.4 trillion yuan by 2025. This huge potential consumer market is undoubtedly a lasting economic growth point for expanding domestic demand in the future.
However, according to a survey of 20 shopping malls conducted by the China Association for the Aged, less than 3% of the products are specially provided for the elderly. Even in those "franchised stores for the elderly", the clothes and articles for the elderly are either gray in color or irregular in specifications and outdated in style. The diet, daily life and medical care of the elderly are also unsatisfactory, and many fields are even blank, which is in sharp contrast with the booming "silver wave" in developed countries.
The elderly have special needs for daily life, and daily necessities such as tableware, measuring cups, dentures and digestible low-sugar and low-fat foods will be widely favored in the future; I have a special liking for bed rest, mattress, medicine pillow, bathtub, urine bag, hearing aid, massager, functional walking stick, bidet, automatic sphygmomanometer and so on. Emergency alarms, automatic fire extinguishers and anti-theft devices will bring considerable benefits to enterprises. The elderly are most concerned about diseases and health care, so there must be a big market for specific drugs and nourishing crystals for senile diseases, skilled care workers and housekeeping services. Others, such as apartments for the elderly, education for the elderly, tourism for the elderly and financial insurance for the elderly, all need our careful development.
4. Family unit and family size
Some goods are not sold to individuals, but to families, such as refrigerators, washing machines, televisions, microwave ovens, furniture and so on. According to the survey of the United States Population Commission, in the mid-1990s, the world generally showed a trend of shrinking family size, which meant that the number of family units was increasing. The survey also shows that the more economically developed areas, the smaller the family size. For example, the family size in Europe and North America is basically maintained at around 3 people, and the average family population in developing countries in Asia, Africa and Latin America is around 5 people. On the one hand, this trend leads to an increase in the total demand for household goods; On the other hand, the specifications and structure of products are different from the requirements of large families with several generations living under the same roof, and enterprises should respond positively to this.
5. Gender
The gender composition of the population is closely related to the market demand. Because of their physiological and psychological differences, their different consumption contents and characteristics are determined. Some products have obvious gender attributes, but with the development of society, the gender roles of men and women are also changing quietly, which makes the market demand change accordingly. There are also women's cigarettes, women's jeans, women's ties, men's perfumes, men's cosmetics and other commodities on the market.
Influencing factors of indirect marketing environment: economic environment
The economic environment has many influences on the marketing activities of enterprises, which not only restricts the level and structure of the total purchasing power of society, but also restricts the scale and scope of suppliers. Economic and environmental factors mainly involve the following contents.
(A) the level of consumer income
Consumer income level determines purchasing power, which is a factor that cannot be ignored in analyzing market size. To understand the income level of consumers, we must accurately understand the following questions:
1. Total personal income, disposable personal income, disposable personal income? Total personal income: including salary, bonus, allowance, dividend, interest, bonus, rent and other monetary income.
? Disposable personal income: The remaining part of a person's total income after tax deduction.
? Disposable personal income: Disposable personal income after deducting daily living expenses (food, clothes, rent and other necessities).
Obviously, the more individuals can spend at will, the more they spend on non-essential crystals (such as luxury goods, tourism, culture and entertainment, intellectual investment, etc.). ).
2. Monetary income and actual income
In real life, monetary income and actual income are always inconsistent. Monetary income is only nominal income, which does not mean that consumers can buy the value of actual goods. Due to the restriction of price level and other factors, sometimes the monetary income increases, while the actual income may decrease.
3. Consumer savings and credit
A part of consumers' personal income is always saved in various forms, which is a delayed and potential purchasing power. The greater the savings, the lower the immediate purchasing power, and the later purchasing power will increase. Contrary to savings, consumer credit is an "advance payment of future income", which enables consumers to buy more goods beyond the existing income limit. At present, China's housing, cars and other commodities are generally purchased through consumer credit.
4. The actual purchasing power of RMB
In the past, we often used the method of calculating GNP per capita at the exchange rate of US dollars to judge the actual purchasing power of RMB. Research shows that the actual purchasing power of RMB in China is much higher than the purchasing power calculated according to the exchange rate of RMB against the US dollar. Therefore, experts at home and abroad adopt a new judgment method, namely purchasing power parity method.
(2) Macroeconomic situation
Although a country's macroeconomic development is not the direct environment of enterprise marketing, its influence on marketing far exceeds some direct economic environment factors. This is because macroeconomic development affects marketing activities in three aspects: first, different stages of economic development have different market demands; Second, different economic development conditions have different products and services; Third, different economic development conditions have different distribution channels and product sales methods.
There are several ways to measure a country's macroeconomic development:
1. Rostow's theory of economic growth stages
According to this theory, a country's economic development can be divided into six stages, namely, traditional social stage, preparation stage before takeoff, takeoff stage, maturity stage, mass consumption stage and pursuit of quality of life stage. Countries in the first three stages of economic development belong to developing countries, while those in the last three stages can be called developed countries.
Because Roth only discussed the stage of economic growth in general, and did not discuss the stage to delimit and define the boundary, it is impossible to accurately judge which stage of development China has entered. However, experts generally tend to think that China is in a transitional period from takeoff to maturity. This stage is the most important stage in economic development, which provides a rare opportunity for enterprise marketing. First, the economic take-off has significantly improved the consumption level of residents, promoted the optimization of residents' consumption structure to a certain extent, and provided the possibility for market expansion. Second, the rapid economic development has promoted the progress of science and technology, laid a solid material and technical foundation for the technological transformation of enterprises, and thus promoted the development of marketing. Third, the rapid economic development objectively provides the possibility for the innovation of various marketing strategies, such as new means of communication, promotion and distribution. All these have effectively promoted the development of marketing concept and practice.
2. Ernest's Law
Ernst, German economist and statistician? On the basis of 1857' s survey of families with different incomes in Britain, France, Germany, Belgium and other countries, Engel found the regularity of the proportional relationship between family income changes and various expenditures, and put forward the famous Engel's law.
Engel's Law: When other factors in the demand function remain unchanged, with the increase of income, the proportion of food expenditure in income will continue to decrease.
? Engel coefficient: the proportion of food consumption expenditure to total income.
According to Engel's law, the proportion of food expenditure in total household income is the standard to measure the living standard of a country, a region, a city and a family. The smaller the Engel's coefficient, the richer the life, and the larger the Engel's coefficient, the lower the living standard.
3. Per capita GDP level
Per capita GDP is an important indicator reflecting the comprehensive economic strength of the+region, and it is closely related to residents' consumption.
According to the classification of the World Economic Development Report issued by the World Bank 1999, countries (regions) with per capita GDP below 760 dollars are "low-income countries"; $760 to $30,365,438 +0 is "low-and middle-income countries (regions)"; The per capita GDP of $30,365,438 +0 to $9,360 is "upper middle income country (region)"; Countries (regions) with per capita GDP exceeding 9360 US dollars are "high-income countries".
Economic structure will also have a certain impact on marketing activities. For example, the development of primary industry, secondary industry and tertiary industry presents certain laws. The proportion of primary industry including agriculture, forestry, animal husbandry, fishery and extractive industry will gradually decrease, while the proportion of tertiary industry including transportation, commerce, finance and service industry will further increase, while the proportion of secondary industry (Lilit industry and construction industry, etc. ) will remain relatively stable. It is this trend that leads to the rapid development of global service marketing, but it also brings difficulties to some traditional industries.
National income is distributed and redistributed in the whole society, forming accumulation funds and consumption funds. The proportional relationship between provident fund and consumption fund affects the consumption level of consumers and the demand of various enterprises for means of production; The proportional relationship between social group consumption and individual consumption in consumption funds affects the consumption scale and structure of consumers.
(D) the relationship between supply and demand
The relationship between market supply and demand is an important factor in marketing. The sufficient supply of people, money, goods and information in the market provides sufficient conditions for marketing, and the market demand directly determines the survival of enterprises. The relationship between market supply and demand determines the application of price strategy and the nature of market competition.
(1) The market situation that the demand exceeds the supply. In this market situation, strong purchasing demand will make commodity producers under inferior production conditions flood into the market, and the market price at this time is determined by the individual value of production under inferior production conditions. In this way, suppliers can easily make profits. Without competitive pressure, the fierce competition of buyers will lead to tying and snapping up, and the price will remain high.
(2) The market situation of oversupply. In this market situation, the choice of the market is biased towards the buyer, and the commodity price falls below the market value. The goods produced under medium conditions may not only lose money, but the goods produced under the worst conditions may not even maintain the cost. An over-saturated market will lead to a large number of idle production forces, a backlog of goods and difficulties in capital turnover.
(3) The market situation with relatively balanced supply and demand. The market price with a basic balance between market supply and demand is determined by the value of goods produced under moderate conditions. When the supply is slightly greater than the demand, the seller's competition will be strengthened, which will lead to the price drop, thus stimulating the demand and restraining the excessive demand; When the demand is slightly greater than the supply, it will cause the price to rise, thus inhibiting consumption and stimulating the supply to increase.
Influencing factors of indirect marketing environment: cultural environment
Cultural environment is a complex system. Broadly speaking, it includes material culture, institutional culture and spiritual culture. Material culture is the material achievement of people's transformation of the natural world, which is reflected in the progress of people's material production, the accumulation of material wealth and the improvement of material life. Spiritual culture is the spiritual achievement made by people in the process of transforming the objective world, which is embodied in values, traditions and moral standards. Institutional culture is an intermediary culture, which influences and restricts the scale, direction and speed of spiritual and cultural development through systems, organizations and rules and regulations. At the same time, spiritual culture and institutional culture also restrict the development of material culture.
Some people think that among many factors in the marketing environment, cultural factors have relatively little influence on marketing. In fact, the influence of cultural factors exceeds other factors in depth and breadth.
tradition
Tradition is an important part of the cultural environment, which is gradually formed and developed in the long historical process. As a relatively stable environmental factor, it has an inestimable influence on people's consumption psychology and behavior. For example, in China, every year during the Lunar New Year, we have to do a general cleaning, bid farewell to the old and welcome the new, and buy many kinds of goods for the New Year. Westerners buy a lot of Christmas items (such as Christmas trees) and send Christmas cards to each other on February 25th every year. Under the influence of certain cultural traditions, people form certain customs and habits. It shows its unique psychological characteristics, moral ethics, behavior and living habits in diet, clothing, residence, weddings, festivals and interpersonal relationships. There is an old saying in China: "Entry is forbidden; When you are in the country, you are asked about customs; Ask taboos when you enter the door. " Understanding the taboos, customs, taboos, beliefs and ethics of consumers in the target market is an important prerequisite for enterprises to carry out marketing activities. If the Japanese have unique manners, they must not make mistakes in this respect when negotiating business; When negotiating with a Saudi Arabian businessman, never greet the other wife, because men in Saudi Arabia discriminate against women; If you are negotiating business with Mexicans, it is necessary to say hello to them. Therefore, marketers must analyze, study and understand the historical traditions and customs of the target market, because this is the basis of market positioning and marketing strategy combination.
(2) Values
Values refer to the general attitudes, opinions or evaluations of most people living in a certain social environment. Generally speaking, people's values are similar when they live in the same social environment; On the contrary, people live in different environments and have different values. Consumers' demand for goods and purchase behavior are deeply influenced by values, so marketing should adopt different strategies for different consumer groups with different values. For example, for consumers who are willing to change, like novelty and adventure, we should emphasize the novelty and strangeness of products; For some consumers who pay attention to tradition and like to follow traditional consumption patterns, it is best for enterprises to link their products with the cultural traditions of the target market when formulating promotion strategies.
(3) Religion
Religious belief also has a certain influence on marketing activities, especially in some countries and regions that believe in religion, and its influence cannot be underestimated. According to statistics, there are 654.38 billion people in the world, including 700 million Muslims, 580 million Catholics, 470 million Hindus, 340 million new Buddhists and 300 million Buddhists. Every religion has its own teachings, and every believer has his own beliefs and taboos. Marketing must respect believers' beliefs and not violate their religious taboos.
(4) Language and writing
Language is one of the elements of culture and the basic tool of human communication. Different countries, different regions and different nationalities often have their own unique languages. Even in the same country or region, their languages may not be exactly the same. Therefore, when enterprises enter a new market, they must consider the use of language. For example, there is a kind of playing cards in China, which is called "M9xiPuke," in Chinese pinyin. It sells well in China, but it is not popular in English-speaking countries because it means "maximum vomiting" in English.
(V) Social organization system
The social organization system includes the system, organizational system and political structure of a society. In different systems and organizations, individuals play a certain role and have different consumption behavior patterns accordingly. This is because different systems and organizational structures determine different political environments, educational systems and management methods of social organizations. Under these conditions, consumers' ability to identify and accept products is also different.
Influencing factors of indirect marketing environment: political and legal environment
Under any social system, the marketing activities of enterprises must be forced and constrained by the political and legal environment. This political and legal environment is composed of laws, government agencies and public organizations, which force and influence the behavior of various organizations and individuals in society. Enterprises can always feel the impact in this respect, or always operate in a certain political and legal environment.
(A) the political system
Political system refers to the organizational form of state power and its related systems, including state structure, political organizational form, political party system and related institutional system. Different state structures (that is, centralized system or federalism) and political organization forms determine different state management methods. In a centralized country, all localities must absolutely obey the leadership of the central government, and the whole country has a unified constitution and laws, and various trade regulations and commercial policies are relatively unified, so it is easier to master the formulation of marketing strategies. In mixed countries, all kinds of laws and policies are trivial and varied, and the differences between different places are also great, which is uncontrollable and uncontrollable, which increases the difficulty of marketing to some extent.
(2) Laws and regulations
In order to establish and maintain a certain social and economic order, protect normal social competition, and protect consumers' rights and interests, the government will attach great importance to the promulgation and adjustment of laws and regulations. The promulgation of each new law and regulation or the adjustment of the original laws and regulations will affect the marketing activities of enterprises.
(3) the government's principles and policies
If laws and regulations are relatively stable, then the government's principles and policies have certain variability. In order to meet the needs of macroeconomic development, the government often has to make a five-year annual plan.
Planning and longer-term development planning, in order to ensure the completion of various plans, there must be a series of industrial structure policies, price policies, fiscal and monetary policies, etc. The government's principles and policies will have a direct or indirect impact on enterprise marketing.
(4) Public organizations
Various public organizations organized to safeguard the interests of social members aim to influence legislation, policies and public opinion. With the progress of society, such public organizations are not only increasing, but also playing an increasingly important role in social and economic life. The activities of these public organizations will also have certain pressure and influence on the marketing activities of enterprises.
Influencing factors of indirect marketing environment: scientific and technological environment
Science and technology is the greatest force that affects the future of mankind. Some people call it "the essence of the overall process of historical development" and "the revolutionary force of the highest significance". Every new scientific and technological achievement will bring profound changes to social production and life. Marketers should accurately grasp the development trend of science and technology, pay close attention to the influence of changes in the scientific and technological environment on marketing, and take appropriate measures in time.
(A) the new trend of scientific and technological development
1. The pace of technological change has been accelerated. Many goods on the market today were unheard of in previous years. The time difference between new ideas and successful applications is rapidly shortening, and the time difference between technology introduction period and production peak period is greatly shortening.
The scope of scientific and technological development has been greatly expanded. Researchers are engaged in a surprising range of new scientific and technological research. After World War II, microelectronics, computer technology, biotechnology, laser technology, aerospace technology and so on all destroyed the old market and created new markets to some extent.
3. The budget for scientific research and development is getting bigger and bigger. Because the significance of science and technology is far broader and deeper than we feel, governments and far-sighted enterprises all over the world spend huge sums of money on research and development. According to the survey of developed countries and multinational companies by Shanghai Foreign Economic Commission, the annual expenditure on R&D in the United States is about $74 billion, and that in Japan is also $30 billion. The investment of European and American multinational companies in R&D has basically reached more than 10% of their sales.
There are more and more regulations on science and technology. With the increasing complexity of products, consumers need to ensure the safety of products. Therefore, the government has a series of new rules and regulations on safety, health and environmental protection to monitor and prevent corporate behavior.
(B) the impact of science and technology environment on marketing
The rapid development of science and technology environment puts forward new requirements for enterprise marketing. Marketers should not only be familiar with science and technology, but also know the influence of science and technology on marketing.
1. Due to the rapid development of science and technology, some old industries have been impacted, new products are constantly emerging, and new markets are replacing the old ones. For example, laser disc technology robbed the tape market, and photocopiers hurt the carbon paper industry. Marketers should pay attention to finding new sources of science and technology and new market opportunities.
In some economically developed countries, more and more consumers are more willing to enter the internet space to browse the information they need. At the same time, personalized needs are becoming more and more obvious, and they can search anything they are interested in from the Internet. The development of e-commerce technology makes it possible for new communication and promotion methods to appear. Marketing personnel should seriously study the communication efficiency, reduce the promotion cost, and study the updated promotion combination scheme.
3. The change of people's work and lifestyle and the progress of science and technology have greatly changed the distribution strategy. As people's lifestyle and shopping behavior have changed, consumers have a direct demand for the style, price and function of goods, which makes the delivery time of some goods shorter, and some production enterprises must strengthen direct sales. Even if goods are distributed through middlemen, middlemen are required to provide convenient and comfortable shopping conditions. Therefore, all kinds of supermarkets, fast food restaurants, convenience stores and hypermarkets have been fully developed. In addition, due to the development of new technology, a series of revolutions in the field of logistics have been caused, and fast, low-cost and high-service logistics methods and technologies have been accepted by more and more enterprises.
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