First of all, I want to say that it is unethical to directly use other people’s papers. Here I have collected 6 relevant information for you. I have collected each part in detail. You can sort it out yourself. , or in other words, take the essence and discard the dross. I believe you will write a good paper!

1. Marketing environment analysis

☆Characteristics and analysis of the marketing environment The significance of studying the marketing environment,

The marketing environment generally refers to all influences, The most common factors that restrict corporate marketing activities are extensive and complex. We divide them into two categories: the overall environment and the individual environment.

The overall environment, also called the macro-environment, is composed of a wide range of social constraints, including political, economic, social and cultural, legal and scientific and technological conditions, and can be subdivided into demographic environment, economic environment, natural environment and so on. environment, technological environment, political environment and socio-cultural environment.

The individual environment, also called the micro-environment, refers to the forces and factors of organizations and actors that are directly related to the company’s marketing activities. It can be subdivided into the company’s internal environment, the company’s suppliers, marketing intermediaries, Customers, competitors, the public, etc.

The impact of the marketing environment on corporate marketing activities is dynamic, mandatory and uncontrollable. Generally speaking, corporate marketing managers cannot escape and control the influence of the marketing environment. They can only proactively adapt to changes in the marketing environment, that is, adapt to changes in circumstances. It is also difficult to predict future changes in the marketing environment accurately. However, they can set up an early warning system to continuously track and adapt to changes in the marketing environment. Change the environment and change strategies in a timely manner.

Environmental changes may bring market opportunities that companies can exploit, or they may bring certain environmental threats to companies. Whether an enterprise can discover and seize opportunities that are beneficial to its development and avoid or mitigate threats that are not conducive to its development has become a primary issue in corporate marketing.

1. Contents of marketing environment analysis

Research on the overall marketing environment (macro-environment), including six aspects: politics, population, economy, social culture, technology and law .

(1) Political environment

Political environment refers to the impact that the external political situation and conditions of an enterprise's marketing activities have or may have on marketing activities. It is generally divided into two parts: domestic political environment and international political environment analysis.

1. Domestic political environment

Generally includes the impact of the party and government's various guidelines, lines, policy formulation and adjustments on corporate marketing.

2. International political environment

The study of international political environment is generally divided into two parts: "political power" and "political conflict". With the development of economic globalization, it will become increasingly important for Chinese enterprises to study the international political environment.

(2) Population environment

People are the main body of the market. To analyze the population environment, we can start from the changing trends in the quantity, quality, structure, distribution and other aspects of the population.

(3) Economic environment

The economic environment of marketing mainly refers to the external social and economic conditions faced by corporate marketing activities (specifically, it mainly refers to social purchasing power). The factors that affect the level of purchasing power are mainly factors such as consumer income, consumer spending, consumer credit, household savings, and currency value. The income level of consumers is the most important factor affecting corporate marketing.

1. Consumer income. Mainly refers to the actual income of consumers. Marketers should pay attention to trends in real income, but also to per capita income and income distribution.

2. Consumer spending. Mainly refers to the impact of changes in expenditure structure or demand structure on marketing. Consumer spending mainly depends on the income level of consumers. After deducting various taxes, consumers' monetary income constitutes "disposable personal income". If basic living expenses such as food, clothing and housing are deducted, it constitutes "disposable income".

Engel’s Law points out: when household income increases, the proportion of various types of consumption will increase accordingly, but the proportion spent on food purchases will decrease, while the proportion spent on clothing, transportation, health care, entertainment, and education The proportion of spending and saving will increase. Engel's coefficient is the percentage of total income spent on food. It reflects the general trend of changes in expenditure when people's income increases, and has become an important parameter to measure the wealth of families, regions and countries.

Analysis of consumer spending helps companies understand the demand characteristics of target markets, seize market opportunities, and determine marketing strategies.

3. Residents’ savings and consumer credit. When the consumer's income is constant, the greater the amount of savings, the smaller the actual amount of expenditure, thus affecting the company's sales volume. At the same time, the more residents save, the stronger their potential purchasing power. Therefore, marketers must understand the factors that affect residents' savings and also understand the differences in consumers' savings purposes. In order to accurately predict the development trend and level of consumer demand and seek new market opportunities.

(4) Social and cultural environment

Social and cultural environment mainly refers to the traditional culture of a country, region or nation, such as customs, ethics, values, etc. Traditional culture has been gradually formed over thousands of years. It affects and restricts people's behavior, including consumption behavior. Marketers must fully consider local traditional culture in the design of products and trademarks, forms of advertising and services, and study the demand characteristics and buyer behavior of different social classes and related groups. Due to the different needs of different social classes, products of various grades and types have certain markets.

Marketers generally start from the following aspects when researching cultural environment: education status, religious beliefs, lifestyle, customs and habits, values, aesthetic concepts, subculture groups, etc.

(5) Science and Technology Environment

Science and technology is the primary productive force and a great force that affects the future and destiny of mankind. Once science and technology are closely integrated with production, it will have a significant impact on various departments of the national economy. This will be followed by the emergence of emerging industries, the transformation of traditional industries, and the elimination of backward industries, which will put the marketing of enterprises in a difficult situation. New opportunities and threats. Therefore, enterprises should pay attention to the following when analyzing the technological environment:

1. The influence of the emergence of new technologies and the direct and indirect impact it can have on the company’s marketing activities;

2. Understand and learn new technologies and grasp new development trends in order to adopt new technologies to develop or transfer to new industries in order to survive and develop;

3. Use new technologies to improve services and improve corporate services Quality and efficiency;

4. Use new technologies to improve management levels and the efficiency of corporate marketing activities;

5. The changes brought about by the emergence of new technologies on people’s lifestyles and their causes This may have an impact on corporate marketing activities;

6. The emergence of new technologies has caused changes in the flow of commodity entities;

7. International marketing activities must examine the technical environment of the target market. , to clarify its technical acceptability.

(6) Legal environment

Legal factors refer to laws, regulations, standards, practices and decrees related to marketing. The impact of legal factors on corporate marketing is mainly reflected in the following aspects:

1. Relevant laws and regulations restrict corporate marketing activities.

2. Relevant laws and regulations also bring marketing opportunities to many companies.

3. The impact of relevant policies on corporate marketing activities. These policies include: population policy, employment policy, energy policy, price policy, fiscal, financial and monetary policy, etc.

2. Analysis of market opportunities and environmental threats

There are two main possible impacts of changes in the marketing environment on enterprises: First, changes in the environment lead to new market opportunities for enterprises The so-called marketing environment opportunities refer to areas that are attractive to enterprise marketing management due to environmental changes; the second possible impact is the new marketing environment threats caused by changes in the marketing environment to enterprises, the so-called marketing environment Threats refer to the impacts and challenges to an enterprise's existing operations that are or may be caused by changes in the environment (such as energy crisis, rising lending rates, etc.).

However, the marketing environment is an uncontrollable factor, and companies generally cannot change it and can only try to adapt to it. It is necessary to adopt corresponding countermeasures to seek the ability to survive and develop in the ever-changing marketing environment.

(1) Countermeasures for enterprises to deal with environmental threats

In the face of possible threats to enterprises from the environment, there are three commonly used methods by enterprises:

1. Confrontation Strategy.

It is a slanderous attempt to limit or reverse the development of unfavorable factors, such as through various means to prompt (or prevent) the government from passing a certain decree or reaching an agreement, or formulating a certain strategy to resist the influence of unfavorable factors.

2. Mitigation strategies. It is the extent to which companies change their marketing strategies to mitigate environmental threats. Such as expanding sales to reduce cost increases.

3. Transfer strategy. That is to transfer threatened products to other markets, or transfer investment to other more beneficial industries, and implement diversified operations.

(2) Enterprise strategies for adjusting market demand

The comprehensive reflection of changes in the marketing environment is market demand, and market demand is diverse. under various circumstances of different market demands. Different marketing strategies can be employed. The task of marketing managers is to adjust the level, timing, and nature of market demand to coordinate it with supply.

1. Reversal marketing strategy.

2. Exciting marketing strategy.

3. Developmental marketing strategy.

4. Restorative marketing strategy.

5. Coordinated marketing strategy.

6. Sustainability marketing strategy.

7. Restrictive (reducing) marketing strategies.

8. Resistance marketing strategy.

In short, enterprise marketing managers must not only understand and adapt to the complex and ever-changing marketing environment, but also take active measures to adjust demand and strive to achieve coordination between supply and demand. Marketing management is actually demand management. This is not only in line with the interests of the enterprise, but also in line with the overall interests of society.

2. SWOT analysis

SWOT is composed of the first English letters of Strengths, Weaknesses, Opportunities, and Threats. SWOT analysis method It has become the most commonly used comprehensive analysis method of enterprise internal and external environmental strategic factors.

SWOT analysis is to list the various major internal strengths, weaknesses, opportunities and threats that are closely related to the research object through investigation and arrange them in a matrix form, and then use the idea of ????system analysis to analyze each These factors are matched and analyzed to draw a series of corresponding conclusions, and the conclusions usually have a certain degree of decision-making.

SWOT analysis is a method that can analyze and study the actual situation of a unit more objectively and accurately. Using this method, you can find out the factors that are good for you and worth promoting, as well as the things that are bad for you and how to avoid them, discover existing problems, find solutions, and clarify the future development direction.

SWOT analysis method has been introduced into many fields in China. It has begun to be widely used in brand life cycle research, competitive intelligence practice research, financial industry research, business management research, marketing research and other fields.

Take supermarket marketing as an example. As supermarkets continue to develop, competition is becoming increasingly fierce and more mature and standardized. In such a market, it is particularly important to choose a scientific and reasonable marketing strategy, and as a practical tool, the application of SWOT analysis in supermarket marketing is of great significance.

3. Determine targets

In order to select markets and serve them well, companies must target their markets. Target marketing includes three projects: market segmentation, target market selection and market positioning.

As the diversification of advertising media and distribution channels makes mass marketing of a single product increasingly difficult, companies are increasingly turning to four levels of micro-marketing: segmentation, gap filling, localization and individual marketing. Market segmentation requires identifying a large number of various groups in the market. Gap filling is the refinement of those identified groups, usually by subdividing market segments into sub-segments, or identifying a differentiated group of small numbers of people who are grouped together for a specific benefit. At the localization level, marketers define their marketing activities for trade areas, neighboring regions, and even individual stores. At the individual marketing level, companies carry out individual and customized campaigns on a certain scale. The future will see more self-marketing, a form of individual marketing in which individual consumers take more responsibility for determining which products and brands to buy.

Consumer market segmentation has two bases: consumer characteristics and consumer responses.

The main segmentation variables for consumer market segmentation include geographical segmentation (country, state, region, county, town, street), humanistic segmentation (age, family size, family life cycle, gender, income, occupation, Education, religion, race, generation gap, nationality, social class), psychological segmentation (lifestyle, personality) and behavioral segmentation (timing, interests, user status, usage rate, loyalty status, buyer readiness stage, attitude) these Variables can be used individually or in combination. In addition to applying these variables, industry markets also have operating variables, purchasing methods, and environmental factors. To make segmentation useful, market segmentation must consider measurability, sufficiency, accessibility, differentiation, and likelihood of action.

Once companies have identified market segment opportunities, they must evaluate the various segments and decide how many segments to serve. When evaluating a market segment, it must examine whether the segment's attractiveness is consistent with the company's goals and resources. After selecting a number of markets to target, the company decides whether to concentrate its efforts on a single market segment, a few market segments, product specialization, market specialization, or complete market coverage. If it decides to serve the entire market, it must decide between undifferentiated and differentiated marketing. Differentiated marketing can generally increase total sales, but it increases operating costs compared to undifferentiated marketing.

Marketers must consider social responsibility issues when selecting target markets. The question is not who is targeted, but how the targets are chosen and what to do. Marketers must also monitor intra-segment relationships to identify the potential for economies of scale and super-segment marketing. Marketers should develop market entry plans for each segment, entering one market at a time and keeping the entire plan confidential. Finally, the segment manager should prepare a program of internal collaboration to improve the company's overall performance.

IV. Marketing Strategy

Marketing Strategy Applicable to China

1. Efficacy Priority Strategy: The top purchasing motivation among Chinese people is pragmatic motivation. For any marketing to be successful, the first thing is to have a product that works well. Therefore, the first marketing strategy is the efficacy-first strategy, which means that the efficacy of the product should be regarded as the first factor affecting the marketing effect, and the quality and efficacy of the product should be optimized first.

2. Price-appropriate strategy: Price positioning is also an important factor affecting the success or failure of marketing. For Chinese consumers who are very pragmatic and cheap, the price directly affects their purchasing behavior. The so-called mass appeal means that firstly, the price of the product must be recognized by the consumer group where the product is positioned; secondly, the value of the product must be equivalent to the price of many products of the same type; thirdly, after the sales price is determined, the profit margin must be in line with the operating profit Many operators of similar products are comparable.

3. Brand promotion strategy: The so-called brand promotion strategy is a strategy to improve and enhance various factors that affect the brand, and to increase brand awareness and reputation through various forms of publicity. Improving the brand requires both quantity and quality. Seeking quantity means constantly expanding the popularity and seeking quality means constantly improving the reputation.

4. Stimulation source strategy: The so-called stimulation source strategy is to regard consumers as the source of marketing, and through marketing activities, constantly stimulate consumers’ purchase needs and desires, and achieve the goal of serving consumers to the maximum extent. Strategy.

5. Personal experience strategy: The personal experience strategy is to use the fact that real people have used a certain product to produce good results as a case, and spread it to other consumers through publicity means to stimulate consumers' desire to buy. Commonly used testimonial strategies include tabloids, publicity campaigns, case TV specials, etc.

6. Media mix strategy: Media mix strategy is to rationally combine and use various advertising media to promote the brand in appropriate proportions to stimulate consumers' desire to purchase and establish and enhance the brand image.

7. Single appeal strategy: The single appeal strategy is to select the right consumer group based on the functional characteristics of the product, and accurately put forward the appeal points that best reflect the efficacy of the product and satisfy consumers.

8. Terminal packaging strategy: The so-called terminal packaging refers to various forms of publicity based on the performance and efficacy of the product in places where transactions are directly conducted with consumers.

The main forms of terminal packaging: first, posting posters introducing products or brands at the terminal; second, pulling up banners to promote the efficacy of products; third, hanging store signs or door light boxes or billboards with brand marks on the terminal. etc.; the fourth is to communicate emotionally with terminal salespersons, influence them, and improve their promotion and recommendation of products. The survey shows that 20% of health product buyers want to seek the opinions of salespersons.

9. Network organization strategy: The best way to organize a moderately sized and stable marketing team is to establish a marketing network organization. Network organization strategy is to establish stable, orderly, mutually supportive and coordinated marketing organizations at all levels based on the regional scope of marketing.

10. Dynamic marketing strategy: The so-called dynamic marketing strategy is to constantly adjust marketing ideas and improve marketing measures according to changes in various factors in the market, so that marketing activities can dynamically adapt to market changes. The core of dynamic marketing strategy is to grasp the changes of various factors in the market, and to grasp the changes of various factors, we must conduct research.

5. Action plan

Take the supermarket marketing action plan as an example:

Activity ideas: As a supermarket in the retail industry, low prices are what attract customers However, with the development of society and the improvement of consumer quality, service is the key to attracting customers. Based on the principle of "20% of customers create 80% of sales", the purpose of organizing the "Good Neighbors, Good Partners" activity is to cultivate loyal customers, improve customer loyalty, increase corporate affinity, and establish an excellent corporate image.

Purpose of the event: Cultivate loyal customers, improve customer loyalty, increase store sales, increase corporate efforts, and establish a good corporate image.

Activity theme: Good neighbor, good partner

Activity time: March 22, 2003 - April 20, 2003

Activity arrangement: A. "We will deliver oil, salt, firewood, rice, sauce, vinegar and tea to your home" activity (see attachment 1) B. "The most loyal customer" activity (see attachment 2) C. "The most satisfying gift" activity (see attachment 3)

Attachment 1: We will deliver oil, salt, firewood, rice, sauce, vinegar and tea to your home. This is a long-term activity, mainly based on door-to-door service. During the event, KT boards were used in each store to produce advertising slogans with the slogan "You, salt, firewood, rice, sauce, vinegar and tea, we will deliver it to your home", which mainly served to deepen and consolidate the campaign. Suggestion: Each supermarket store should set up a customer service department; the customer service center is mainly composed of loss prevention members. If a customer needs help, he or she can directly request the customer service center; (the requirement must be no more than 1 kilometer away from my supermarket)

Attachment 2: "The Most Satisfactory Gift" Activity The "Most Satisfactory Gift" activity is mainly based on customers' accumulation of shopping. As long as the customer reaches a certain amount of shopping during the activity, our supermarket will give away a warm daily necessities for the family. Requirements: Customers who meet the following shopping standards only need to fill in their name, contact number, and home address (correspondence address) on the "Most Loyal Customers" form to receive gifts in our supermarket. After the event, each store must submit the "most loyal customers" form to the operations department. During the event (March 22, 2003 to April and 20, 2003), those who purchase over 120 yuan in one week will receive a bag of refined iodized salt, and those who spend over 280 yuan in every two weeks will receive a bag of Tide washing powder every three weeks. Those who make a purchase of 380 yuan or more will receive a bottle of Jiajia soy sauce. Those who make a purchase of 580 yuan or more in a month will receive a 200ml bottle of Rejoice shampoo for an additional 5 yuan. And is the "most loyal customer" of Century Hailian Supermarket.

Through this activity, we can not only obtain promotional effects but also conduct a thorough survey on the loyal customers of my supermarket. With this customer survey report, you can communicate with customers for a long time (such as calling customers to greet customers during the New Year and holidays, or making warm cards from time to time and sending them to customers), which can stabilize customers' loyalty to the supermarket and cultivate a large number of stable consumers. It can not only improve the visibility of the company, but also have a great impact on the development of supermarkets.

Gift redemption dates: Week 1: March 29 Week 2: April 6 Week 3: April 12 Week 4: April 20 Please see the store poster for details

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Attachment 3: The "Most Loyal Customer" activity cultivates the most loyal customers. Customers must have a high degree of trust in our supermarket and be willing to shop in our supermarket.

The purpose of using the "Most Loyal Customer Card" is to capture customers' return rates and cultivate a stable group of consumers. Those who accumulate 500 yuan in shopping this month can get a 200ml bottle of Rejoice shampoo with an additional 5 yuan. Become the most loyal customer of our supermarket and you will get a "Most Loyal Customer" card. The most loyal customers will participate in the "Loyal Customers Association" themed PARTY on April 27, 2003. We will listen to your valuable opinions and suggestions in order to provide you with better services. On-site draws will be held (5 will be drawn from them, with a prize value of about 100 Gifts) Wonderful gifts (all loyal customers who participate in the sorority will receive gifts worth about 20 yuan)

Cost budget: 1. "Good Neighbors, Good Partners" event news 30000X0.12=3600 yuan2 , 5000 bags of refined iodized salt in 9 stores: 5000×0.83=4150 yuan 3. 500 bottles of Jiajia soy sauce in 9 stores: 500×4.1=2050 yuan 4. 1000 bags of Tide washing powder in 9 stores: 1000×2.3 =2300 yuan 5. 200 bottles of 200ML Yaorou shampoo in 9 stores: 200×(12.3-5)=1460 yuan Total: 13560 yuan , self-purchase 1/2) 6. Loyal customer prizes: 500 yuan 7. Loyal customer gifts: 200×20=4,000 yuan 8. The total cost of POP advertising of more than 500 yuan in each store: 11,280 yuan

6． Effect evaluation

1. Input-output ratio evaluation method

The input-output ratio mainly reflects the balanced relationship between promotional investment and sales output, that is, the sales return obtained per unit investment. The calculation formula is: Promotional expenses ÷ Promotional output

Example:

In order to develop two markets, A and B, the sales director decided to invest 20,000 yuan in both markets to organize a After careful planning and implementation of a promotional activity:

? Market A achieved sales of 200,000 yuan that month, and the input-output ratio was: 20,000 ÷ 200,000 = 10%

? Market B achieved sales of 120,000 yuan that month, and the input-output ratio is: 20,000 ÷ 120,000 = 16.67%

? From the perspective of the input-output ratio, the promotional effect of market A is better than that of market B

Advantages of the input-output ratio evaluation method: concise and intuitive

Disadvantages: too general and unable to reflect the actual actual use effect of promotional resources.

Applicable conditions: There is no market foundation, or the market foundation is very weak, restarting the market and new product introduction period.

2. Sales incremental return ratio evaluation method

Sales incremental return ratio mainly reflects the balanced relationship between promotional investment and sales growth, that is, the sales growth obtained per unit investment. The calculation formula is: 1 - (Promotion fee ÷ sales difference before and after promotion)

The monthly sales in markets A and B hover around 150,000 and 50,000 yuan respectively. In order to improve performance, the sales host and customer decide Invest 20,000 yuan in each market to organize a promotional event. After careful planning and implementation:

? Market A achieved sales of 200,000 yuan that month, and the incremental return ratio is: 1-2÷(20-15)=60%

? Market B achieved sales of 120,000 yuan that month, and the incremental return ratio is: 1-2÷(12-5)=71.43%

? From the perspective of the incremental return ratio, the promotional effect of Market B Better than market A.

Advantages of the sales incremental return ratio evaluation method: reflect the contribution of promotional resources to sales growth

Disadvantages: unable to reflect the contribution of promotion to corporate profits

Applicable conditions: It is suitable for market maintenance, market blocking, in-depth development, etc. It is suitable for the evaluation of single products or promotional activities with similar gross profit margins.

3. Evaluation method of incremental benefit return ratio

The incremental benefit return ratio evaluation method mainly reflects the contribution of promotional resources to the incremental benefit of the enterprise. It is mainly reflected in the form of gross profit. That is the growth in sales gross profit obtained per unit investment.

The calculation formula is: 1 - (Promotion fee ÷ gross profit difference before and after promotion)

Through the following analysis, it can be seen that the investment of 20,000 yuan in market A only brought in an incremental gross profit of 1,650 yuan, which is much lower. In market B. Therefore, the promotional effect of market B is better than that of market A.

Advantages of the incremental benefit return ratio evaluation method: it can fully reflect the true value of promotional resources and find the main direction for future promotions.

Disadvantages: The calculation process is relatively complex, and grassroots salesmen usually cannot know the gross profit margin of each product.

Applicable conditions: Suitable for mature market promotion and multi-product combination promotion.

4. Marginal benefit evaluation method

Strictly speaking, the marginal benefit method is not a promotional effect evaluation method, but a method of reasoning about promotional activities. Mainly used for promotional resource budget, expense allocation and selection of alternative promotion plans.

5. Precautions for marketing effect evaluation

1. Evaluation cycle: Effect evaluation should combine single evaluation and mid-term evaluation

As Due to reasons such as customers' increasingly rational consumption choices and the lag in information dissemination, the promotions organized and implemented in the current month can still play a certain sales promotion role even several months after the event ends. At the same time, the person in charge of promotional activities can control the results of promotions to a certain extent, such as stocking up, etc., which can easily create the illusion of increased sales. Therefore, when implementing effect evaluation, it is recommended to adopt a combination of short-term and medium-term methods, so as to make the effect evaluation more reasonable and fair

2. Calculation of marketing expenses:

1) , many companies often do not calculate the gifts from superiors, such as gifts, promotional items, etc., when calculating promotional expenses. This will distort the promotional expenses and fail to reflect the true effect of the promotional expenses.

2) Some customers who purchase a large quantity of products during the promotion period are prone to returns due to unsalable or other personal reasons (although most companies will indicate this when implementing promotions) Returns are not allowed), therefore, it is recommended that in addition to strengthening control, return losses should be withheld based on historical experience and included in promotional expenses.

3. The key to promotional activities lies in advance planning, cost budgeting, and in-process control. The effectiveness evaluation is only used to summarize the activities after the end, with the purpose of providing experience and lessons that can be used for future promotional activities.