企业英语培训经典教案之市场分析

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1、企业英语培训专家Market-leaderCorporateEnglishTraining(week7)www.market-leader.cnCall：400-670-9199公司英语培训商务英语培训员工英语培训SWOTAnalysisStrength优势Weakness劣势Opportunity机会Threat威胁Internal内部External外部StrengthandWeaknessInternalenvironmentanalysis内部环境分析Itisonethingtodisc

2、ernattractiveopportunitiesandtobeabletotakeadvantageoftheseopportunities.是用来辨别看清楚是否可以抓住机会，利用机会Itisimportanttoevaluateitsowninternalstrengthsandweaknesses,fromtimetotime.企业需要三不五时的分析自我内部优劣Seeappendix10:Memo见附件Opportunitiesandthreatsexternalenvironmenta

3、nalysis外部环境分析DemographicEnvironment人口（统计）环境EconomicEnvironment经济环境NaturalEnvironment自然环境TechnologicalEnvironment技术环境Political-legalEnvironment政治法律环境Social-culturalEnvironment社会文化环境DemographicEnvironmentWorldwidepopulationgrowth世界性人口增长Populationagemix

4、人口年龄Ethnicandothermarkets名族文化和其他市场Educationalgroups教育族群Householdpatterns家庭结构Geographicalshiftsinpopulation人口在地理位子上的转变PopulationEconomicEnvironmentPurchasingpower购买力IncomeDistributionMarketersoftendistinguishcountrieswithfivedifferentincome-distributi

5、onpatterns:市场营销人员区分国家是通过5个不同收入的分配模式Verylowincomes低收入（地区）mostlylowincomes绝大多数低收入verylow,veryhighincomes低收入高收入（两级地区）low,medium,highincomes高中低收入mostlymediumincomes绝大多数中等收入NaturalenvironmentGlobalhotconcernShortageofrawmaterials缺乏原材料Increaseenergycost能源成

6、本的增加Anti-pollutionpressures抵制污染的压力Changingroleofgovernment政府角色的转变TechnologicalEnvironmentAcceleratingpaceofchange转变速度的加速Unlimitedopportunitiesforinnovation无限的革新机会VaryingR&Dbudgets调研发展经费的改变Increasedregulationoftechnologicalchange科技规章制度的出台Legislationre

7、gulationbusiness商业法案Growthofspecial-interestgroup特别族群的发展ResearchandDevelopmentPolitical-legalEnvironmentLegislationregulatingbusiness商业法案Businesslegislationhasthreemainpurposes:商业法案的三个目的protectcompaniesfromunfaircompetition保护企业远离不公平竞争protectconsumers

8、fromunfairbusinesspractices保护企业远离不公平商业活动protecttheinterestsofsocietyfromunbridledbusinessbehavior保护社会远离过度激烈的商业活动Growthofspecial-interestgroup特别族群的发展LawsandpoliciesSocial-culturalenvironmentHighpersistenceofcoreculturalvalues高度坚持的文化价值观Existenceofsubcu