中国移动市场环境分析中英_中国移动营销环境分析
中国移动市场环境分析中英由刀豆文库小编整理，希望给你工作、学习、生活带来方便，猜你可能喜欢“中国移动营销环境分析”。
A company’s marketing environment consists of the actors and forces outside marketing that affect marketing management’s ability to build and maintain succeful relationships with target customers.The marketing environment is made up of a microenvironment and a macroenvironment.(1)Macroenvironment
The macroenvironment consists of the larger societal forces that affect the microenvironment--demographic, economic, natural, technical, political, and cultural forces.1Demographic Environment ○
The demographic environment is of major interest to marketers.China's total population is large.With the rapid development of socialist market economy, people's income continues to improve, their demand for mobile communications has become increasingly strong, and, in terms of age structure and geographic distribution, minors and the rural market, demands will have a big change.Therefore, mobile communications market potential is enormous.2Economic Environment ○
Since China's reform and opening up, people's living standards have markedly improved, the disposable income of residents increased significantly.So the greater proportion of income increased in the communication, the larger market's
revenue grew.In the aspect of economic development, higher levels of regional economic development, relatively stronger population demand for mobile communications services, vice versa.3Political and Legal Environment ○
The information industry has become China's important economic pillar.The protective policies of the state in the communications industry, such as the telecommunications agreement signed when entering WTO, stipulate for the time and the shareholding ratio of foreign telecom operators to enter the Chinese market, has won the precious time for the development of the domestic mobile communication enterprises.The introductions of relevant laws not only provide a legal guarantee for the healthy development of value-added services, and regulate the mobile communication company operating strictly in accordance with the law.4Technological Environment○
Mobile communications industry is a knowledge and technology-intensive industry.Technologies are developing rapidly, faster upgrades, new busine and new functions are emerging in an endle stream.From analog to digital
technologies, from GSM system to GPRS systems, and 3G technology widely used, are illustrated that technology as a significant role in broadening the market and to pursuit higher goals.5Social and Cultural Environment○
Chinese social culture’s inclusivene for mobile communication enterprises' busine innovation and marketing innovation provides a good cultural environment.With the education popularization and improvement of people's education level, put forward higher request to the mobile communication quality and standard.(2)Microenvironment
The mobile communication enterprises’ microenvironment consists of the actors close to the company, suppliers, marketing intermediaries, customers, competitors and the public.1The Company ○
In mobile communication enterprises’ designing marketing plans, marketing management takes other company groups into account—groups such as top management, finance, research and development, purchasing, operations and accounting.All of these interrelated groups from the internal
environment.2Suppliers and Marketing Intermediaries ○
Mobile communications products and services provided by the suppliers, directly affect the quality of mobile communications services and their interests.Intermediaries are important cooperative partners, mobile communication enterprises should cope with both support and management strategies.3Competitors○
If China Mobile wants to keep its position in the China mobile communication industry, it should not only to meet the needs of target consumers, but also to gain a strategic advantage by setting up a more powerful position than other mobile communication enterprises in the consumer mind.4Publics ○
The public is refers to the organizations and individuals who have an actual or potential interest in or impact on the mobile communication enterprises to achieve marketing objectives.5Customers○
Customers are the most important actors in mobile
communication enterprises’ microenvironment, the starting point of mobile communication enterprises should be based on
customers, all marketing activities should be meet the needs of customers, and establish strong ties with customers.市场营销环境是存在于企业营销系统外部的不可控制的因素和力量，这些因素和力量是影响企业营销活动及其目标实现的外部条件，它包括宏观环境与微观环境。
一、宏观环境
宏观营销环境是指会对企业营销活动造成市场机会或环境威胁的主要社会力量，包括人口、经济、自然、技术、政治、法律、文化等因素。
1、人口环境
人口是构成市场的第一位因素。中国人口总量大，随着国内社会主义市场经济的迅速发展，人民收入不断提高，人民群众对移动通信的需求也越来越旺盛，而且，就年龄结构与地理分布而言，未成年人以及农村市场需求将有大的变化。因此，移动通信市场潜力非常巨大。
2、经济环境
改革开放以来,人民生活水平明显提高,居民可支配收入显著增长,所以在通信方面的支出比例越来越大,市场的收入增长幅度也就越大。在经济发展状况方面，地区经济发展水平较高，居民对移动通信服务需求较旺盛，反之则较低。
3、政治法律环境
信息产业已成为我国重要的经济支柱。国家对通信行业的保护性政策，如在进入世贸组织时所签订的电信协定，规定了外国电信运营商进入中国市场的时间和参股比率，为国内移动通信企业的发展赢得了宝贵的时间。
相关法律的出台既为增值服务的健康发展提供了法律保障，又规范移动通信企业严格依法经营。
4、科学技术环境
移动通信行业是知识技术密集型行业，技术发展迅猛，升级换代速度较快，新业务、新功能层出不穷。从模拟技术到数字技术,从GSM系统到GPRS系统,以及3G技术的广泛应用，都说明了技术在拓宽市场、追求更高目标方面的显著作用。
5、社会文化环境
中国社会文化的包容性为移动通信企业的业务创新和营销创新提供了良好的文化环境。随着教育的普及和人民群众教育水平的提高，对移动通信的质量和标准提出了更高的要求。
二、微观环境
移动通信企业的微观环境包括企业本身、供应商、营销中间商、顾客、竞争者和社会公众。
1、企业
移动通信企业的市场营销作决策时需要兼顾公司内部其他团队—诸如高层管理者，财务、研发、采购、运营及会计部门。
2、供应商以及营销中介
供应商所提供的移动通信产品和服务的资源，直接影响到移动通信服务质量和利益。
中间商是重要合作伙伴，移动通信企业应对其实行既扶持又管理的策略。
3、竞争者
中国移动要想保住其在中国移动通信行业的地位，不仅仅要适应目标消费者的要求，还必须通过在消费者心目中建立起比其他移动通信企业更强势的定位来获得战略优势。
4、公众
公众是指对移动通信企业实现市场营销目标的能力有实际或潜在利害关系和影响的团体和个人。移动通信企业面对公众的态度，会协助或妨碍企业营销活动的正常开展。因此，企业应采取积极措施，树立良好的企业形象，力求保持与公众之间的良好关系。
5、顾客
顾客是移动通信企业微观环境中最重要的行为者，移动通信企业要立足于顾客的出发点，一切营销活动都应该满足顾客的需要，与顾客建立牢固的联系。
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