北京燕京八絕仿古家具營(yíng)銷策劃方案畢業(yè)論文(編輯修改稿)
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【文章內(nèi)容簡(jiǎn)介】 擅自更改促銷內(nèi)容及其產(chǎn)品價(jià)格；，否則追究相關(guān)責(zé)任人責(zé)任；。 參考文獻(xiàn)參考文獻(xiàn)[1][D].2012[2]－以華美古典家居公司為例[D].2009[3]鄒望嬌, 楊永樂, 許媚盼, [J].(26):5455[4][J].:17[5]秦亮, [J].:229[6][J].:1819[7][J].:6667[8][J].(4):120－123[9][D].2008[10]宋佳, [J].:298－299 [11]Philip Kotler，Kevin Keller. Marketing Management[M].2012附錄一附錄一Marketing ManagementAnalyzing the MacroenvironmentSuccessful panies recognize and respond profitably to unmet needs and trends.Needs and TrendsEnterprising individuals and panies manage to create new solutions to unmet was created to meet the need for nextday mail was created to meet the needs of baby boomers who could no longer really wearor fit into their jeans and wanted a physically and psychologically fortable pair of distinguish among fads,trends,and fad is unpredictable, shortlived,and without social, economic and political significance. A pany can cash in on a fad such as Beanie Babies, Furbies,and Tickle Me Elmo dolls,but getting it right is more a mat173。ter of luck and good timing than anything else.A trend is a direction or sequence of events that has some momentum and durability. Trends are more predictable and durable than trend reveals the shape of the future and provides many example,the percentage of people who value physical fitness and wellbeing has risen steadily over the years,especially in the under3D group,young women,upscale consumers,and people living in the West.Megatrends have been described as large social,economic, political,and technological changes [that] are slow to form,and once in place, they influence us for some time between seven and ten years, or longer.23 See Marketing Memo: Trends Shaping the Business Landscape for a look into some of the broad forces that are likely to e into play during the next decade or so. A new market opportunity doesn39。t guarantee success, even if the product is technically example, some panies sell portable electronic booksor ebooks。but there may not be a sufficient number of people interested in reading a book on a puter screen or willing to pay the required is why market research is necessary to determine an opportunity39。s profit potential. To help marketers spot cultural shifts that might bring new opportunities or threats,several firms offer socialcultural forecasts. The Yankelovich Monitor interviews 2,500 people nationally each year and has tracked 35 social trends since 1971,such as antibigness, mysticism, living for today, away from possessions, and sensuousness.Identifying the Major ForcesCompanies and their suppliers, marketing intermediaries, customers, petitors, and publics all operate in a macroenvironment of forces and trends, increasingly global, that shape opportunities and pose threats. These forces represent noncontrollables,which the pany must monitor and to which it must respond. The beginning of the new century brought a series of new challenges: the steep decline of the stock market, which affected savings, investment,and retirement funds。increasing unemployment。corporate scandals。and of course,the rise of dramatic events were acpanied by the continuation of existing trends that have already profoundly influenced the global 2005,more transistors were produced (and at a lower cost) than grains of rice。 the . blogreading audience is already 20% of the size of the newspaperreading population。and insatiable world oil consumption is expected to rise 50% by 2030.Within the rapidly changing global picture, the firm must monitor six major forces:demographic, economic, socialcultural, natural, technological, and 39。ll describe these forces separately, but marketers must pay attention to their interactions, because these will lead to new opportunities and example, explosive population growth (demographic) leads to more resource depletion and pollution (natural), which leads consumers to call for more laws (politicallegal),which stimulate new technological solutions and products (technological), which, if they are affordable (economic), may actually change attitudes and behavior (social cultural).Breakthrough Marketing: Google describes how that pany has successfully capitalized on the new marketing environment.The Demographic EnvironmentThere39。s little excuse for being surprised by demographic developments. The Singer Company should have known for years that its sewing machine business would be hurt by smaller fa
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