1、,环境分析SWOT分析,市场营销实务,趋利避害 适者生存,企业,微观,宏观,市场营销环境概述,市场营销环境构成因素,市场营销微观环境,是指对企业服务其顾客的能力构成直接影响的各种力量。具有直接性、部分可控性。,社会公众,供应企业,企业内部环境,经销企业,顾客,竞争者,市场营销微观环境,一、企业,供应商营销中介（1）中间商（2）物流公司（3）营销服务机构 （4）财务中介机构,市场营销微观环境,二、营销渠道企业,市场营销微观环境,三、顾客,市场营销微观环境,四、竞争者,品牌竞争者：同一产品不同品牌形式竞争者：同类产品不同品种一般竞争者：满足同一需求的不同产品愿望竞争者：争夺同一购买力的不同需求,如
2、果您的公司的产品是格兰仕普通微波炉，您的竞争者有可能是哪些产品？,格兰仕普通微波炉松下普通微波松下多功能微波炉电磁炉、电烤箱时装、旅游,市场营销微观环境,五、公众,市场营销环境概述,市场营销环境特征,市场营销环境分析方法,SWOT是一种分析方法，用来确定企业本身的竞争优势，竞争劣势，机会和威胁，从而将公司的战略与公司内部资源、外部环境有机结合。,市场营销环境分析方法,环境分析市场环境机会与企业营销机会环境机会：存在某种未满足的市场需求营销机会：（1）存在环境机会（2）适合企业资源条件（可开发）（3）企业具有竞争优势市场威胁对企业营销不利的影响因素利用机会规避威胁,四、环境分析,环境综合分析（S
3、WOT分析）,四、环境分析,市场营销环境分析方法,（一） “SWOT”分析法优势（strengths).是企业较之竞争对手在哪些方面具有不可匹敌、无法模仿的独特能力。劣势（weakness).是企业较之竞争对手在哪些方面具有的缺点与不足。机会（opportunities）.是对企业市场营销管理富有吸引力、享有差别利益的领域或范围。在该领域内，企业将拥有竞争优势。威胁（threats).是指环境中一种不利的发展趋势所形成的挑战和干扰，若不采取果断的市场营销行动将会损害企业的市场地位。,（二）威胁与机会的分析、评价,3、环境分析综合评价表,理想业务,冒险业务,困难业务,成熟业务,威胁水平,机会水平
4、,低,低,高,高,（二）威胁与机会的分析、评价,分析结果： 1、理想业务：高机会、低威胁2、风险业务：高机会、高威胁3、成熟业务：低机会、低威胁4、困难业务：低机会、高威胁,理想业务,冒险业务,困难业务,成熟业务,（三）企业市场营销对策,3、企业营销对策对理想业务 迅速行动对冒险业务 创造机会条件对成熟业务 作为企业的常规业务对困难业务 努力改变环境,立即转移,案例分析：丰田公司打入美国市场时是如何进行环境分析：,1.美国几家汽车公司名声显赫，实力雄厚，在技术、资金方面有着别人无法比拟的优势。,2.美国汽车公司的经营思想是：汽车应该是豪华的。它们忙于比豪华，因而其汽车体积大，耗油多。,3.竞争
5、对手除了美国几家大型汽车公司外，较大的还有已经先期进入美国市场的日本大众汽车公司，该公司已在东海岸和中部地区站稳了脚跟。该公司成功的原因主要有：以小型汽车为主，汽车性能好，定价低；有一个良好的服务系统，维修服务很方便，成功地打消了美国消费者对外国车“买得起，用不起，坏了找不到零配件”的顾虑。,4. 竞争公司忽视了美国人的一些喜好，许多地方还是按照日本人的习惯设计的。,5. 日美之间不断增长的贸易摩擦，使美国消费者对日本产品有一种本能的不信任的排斥和敌意。,6. 消费者已意识到交通拥挤状况的日益恶化和环境污染问题，乘公共汽车的人和骑自行车的人逐渐增多,7.美国人的消费观念正在转变，他们将汽车作为
6、地位、身份象征的传统观念逐渐减弱，开始转向实用化。他们喜欢腿部空间大、容易行驶且平稳的美国车，但又希望大幅度减少用于汽车的耗费，如价格低、耗油少、耐用、维修方便等。,在美国，核心家庭大量出现，家庭规模 正在变小。,练习：柳州某月饼厂做SWOT分析,某生产低档散装广式月饼的食品厂在中秋节前夕对月饼市场需求情况进行了详细的调查，了解到如下情况：今年月饼需求量较往年有一定幅度的减少其中云式月饼等非传统月饼更受消费者欢迎部分消费者表示对广式月饼已不再感兴趣国家对月饼生产环境颁布了更严格的卫生标准（QS认证)今年月饼市场上礼品包装居多，而中低档散装月饼生产商较少本市有三个食品厂也看好月饼市场，准备投入生
7、产本企业的产品价格相对较高本企业产品质量优良；受消费者好评9. 本企业尚未与主要销售点签定经销协议,,Thank You !,案例分析：丰田公司打入美国市场时是如何进行环境分析：,1.美国几家汽车公司名声显赫，实力雄厚，在技术、资金方面有着别人无法比拟的优势。,（影响程度小，概率大 ）,2.美国汽车公司的经营思想是：汽车应该是豪华的。它们忙于比豪华，因而其汽车体积大，耗油多。,（机会大，可能性大）,3.竞争对手除了美国几家大型汽车公司外，较大的还有已经先期进入美国市场的日本大众汽车公司，该公司已在东海岸和中部地区站稳了脚跟。该公司成功的原因主要有：以小型汽车为主，汽车性能好，定价低；有一个良好
8、的服务系统，维修服务很方便，成功地打消了美国消费者对外国车“买得起，用不起，坏了找不到零配件”的顾虑。,（影响程度大，概率大）,4. 公司忽视了美国人的一些喜好，许多地方还是按照日本人的习惯设计的。,(机会小，可能性大）,5.日美之间不断增长的贸易摩擦，使美国消费者对日本产品有一种本能的不信任的排斥和敌意。,（威胁大，概率大 ）,6.消费者已意识到交通拥挤状况的日益恶化和环境污染问题，乘公共汽车的人和骑自行车的人逐渐增多,（威胁大，概率小）,7.美国人的消费观念正在转变，他们将汽车作为地位、身份象征的传统观念逐渐减弱，开始转向实用化。他们喜欢腿部空间大、容易行驶且平稳的美国车，但又希望大幅度减
9、少用于汽车的耗费，如价格低、耗油少、耐用、维修方便等。,（机会大，可能性大）,8.在美国，核心家庭大量出现，家庭规模正在变小。,（机会大，可能性大）,要求学生掌握好市场营销环境的概念，对企业所处的内外部环境要素有较好的认识，能根据具体企业面对的环境做出科学的决策。,学习建议,Contents,Add Your Text in here,Add Your Text in here,Add Your Text in here,Add Your Text in here,Add Your Text in here,Hot Tip,How do I incorporate my logo to a s
10、lide that will apply to all the other slides? On the View menu, point to Master, and then click Slide Master or Notes Master. Change images to the one you like, then it will apply to all the other slides., Image information in product Image : Note to customers : This image has been licensed to be us
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