《文化市场学》第3章文化市场营销环境.ppt

吃 喝 玩 乐 有100元钱的小A 稀粥 咖啡 茶 奶 速溶咖啡 咖啡豆 咖啡饮料 雀巢 麦斯韦尔 力神 愿望 竞争者 一般 竞争者 产品 形式 竞争者 品牌 竞争者 六、公众 公众（Public）——指对企业经营活动有实际或潜在的兴趣或影响的团体。 政府公众 内部公众 金融公众 媒体公众 市民团体 社区公众 一般公众 六、公众 * * * The Macroenvironment This CTR corresponds to Figure 4-4 on p. 105 and relates to the material on pp. 105-126. Teaching Tip: This CTR overviews the major forces in the company’s macroenvironment. You might use it as an introduction before exploring each area in detail. Each of the six major forces is covered in greater detail on subsequent CTRs. Macroenvironmental Forces Demographic. The demographic environment monitors population characteristics on such items as size, density, age, location. Economic. The economic environment includes income and spending pattern concerns. Natural. The natural environment addresses pollution concerns, energy costs, raw materials availability, and growing government roles in resource management. Technological. The technological environment includes such issues as the fast pace of change, emerging product forms, and high RD. Political. The political environment addresses the role of government and policy in the regulation of business. Cultural. The cultural environment recognizes the influence of values and beliefs of a society on purchase decisions and consumption patterns. PEST分析法： 　　（1）（政治法律）：政治制度体制方针、政府的稳定性、特殊经济政策、环保立法反不正当竞争法、对外国企业态度、法律法规。 　　（2）E（经济）：GNP变化、财政货币政策、利率汇率通货膨胀率失业率、可任意支配收入、市场需求价格政策。 　　（3）S（社会文化）：民族特征、文化传统、宗教信仰、教育水平、生产方式、就业预期、人口增长率、保护消费者运动、社会结构、风俗习惯。 　　（4）T（技术）：国家研究支出、行业研究开发支出、专利保护状况、新产品新技术商品化、互联网的发展。 * 如2001年8月，中宣部等出台《关于深化新闻出版广播影视业改革的若干意见》规定，传媒集团可以实行多媒体兼营和跨地区经营，并且可以通过开辟安全有效的融资渠道以提高资本运作效率。 * * * The Microenvironment This CTR relates to the discussion on pp. 100-104. And Figure 4-1 on p.101. Teaching Tip: This CTR provides a visual overview designed to balance the coverage provided on the macroenvironment in the text. Each area of the microenvironment is covered in more detail on subsequent CTRs. Microenvironmental Forces Suppliers.