中国茶叶宏观营销环境分析（Analysis of macro marketing environment of Chinese tea）.docVIP

中国茶叶宏观营销环境分析（Analysis of macro marketing environment of Chinese tea） Macro marketing environment affects the enterprises overall development strategy and objectives, so the analysis and understanding of the macro environment to help enterprise development goals and development strategies, but also necessary conditions for enterprises to develop marketing strategy. (1) population environment China is the worlds major tea producer and consumer, and Chinas tea production ranks first in the world, but per capita tea consumption is not only lower than the western countries, but also below the world average. Therefore, in the tea culture of such a deep China, with the growth of per capita income in China and the improvement of peoples quality of life, tea consumption market has a lot of room for growth. (2) political and legal environment In recent years, with the continuous progress of Chinas legal construction, the legal system in various fields has been constantly improved, and the legal construction of enterprises has gradually become more and more integrated with the international standards, and the construction of intellectual property rights has been particularly prominent. But at present most of the legal consciousness of tea production enterprises in China are still very weak, on the one hand, leading brand and trademark counterfeiting enterprises and flooded the market but do not know how to safeguard their own interests through legal channels; on the other hand, many small and medium-sized enterprises lack of awareness of protecting their own intellectual property rights, there is no time for their own trademarks, brands and proprietary technology for legal protection. All of these will cause fatal harm to the operation and survival of enterprises, and affect the long-term healthy development of enterprises and industries. (3) economic environment In recent years, with the continuous improvement of peoples quality of life requirements, the consumption of green