營銷環(huán)境研究報(bào)告概述(編輯修改稿)
2025-01-29 13:56 本頁面
【文章內(nèi)容簡(jiǎn)介】 look ? Share new cultural concerns ? Represent $125 billion in annual purchasing power ? Will be primary buyers of most goods by 2023 12 Generation Y / Y代 ? 出生于 1977至 1994年 ? 達(dá) 7200萬人，幾乎和生育高峰一代相同 ? 關(guān)注新產(chǎn)、新服務(wù)和新媒體 ? 熟悉計(jì)算機(jī)、數(shù)字技術(shù)和網(wǎng)絡(luò)技術(shù) ? 對(duì)營銷者來講是具有挑戰(zhàn)性的目標(biāo)市場(chǎng) ? Born between 1977 and 1994 ? 72 million strong。 almost as large a group as their baby boomer parents ? New products, services, and media cater to GenY ? Computer, Inter and digitally saavy ? Challenging target for marketers 13 The Macroenvironment 宏觀環(huán)境 ? Key Demographic Trends ? Changing American household ? Geographic population shifts ? Bettereducated, more whitecollar workforce ? Increasing Diversity ? 主要人口趨勢(shì) ? 家庭的變化 ? 人口的地理變化 ? 更好的教育及更多的白領(lǐng)人口 ? 多樣化趨勢(shì)增加 14 The Macroenvironment 宏觀環(huán)境 ? The Economic Environment ? Affects consumer purchasing power and spending patterns. ? Two types of national economies: subsistence vs. industrial. ? . consumers now spend carefully and desire greater value. ? 經(jīng)濟(jì)環(huán)境 ? 影響消費(fèi)者的購買力和消費(fèi)形式 ? 兩種形式的國家經(jīng)濟(jì)：自給自足經(jīng)濟(jì)和工業(yè)化經(jīng)濟(jì) ? 美國消費(fèi)者目前花錢更小心，追求更高價(jià)值 15 ? Key Economic Trends ? . ine distribution is skewed. ? Upper class, middle class, working class and the underclass. ? Rich are getting richer, the middle class is shrinking, and the underclass remains poor. ? Consumer spending patterns are changing. ? 主要經(jīng)濟(jì)趨勢(shì) ? 美國的收分布發(fā)生傾斜 ?上升階級(jí)、中產(chǎn)階級(jí)、工作階級(jí)和下等階級(jí) ?富得更富、中產(chǎn)階級(jí)在縮小、下等階級(jí)變得更窮 ? 消費(fèi)者的消費(fèi)模式正在改變 The Macroenvironment 宏觀環(huán)境 16 The Macroenvironment 宏觀環(huán)境 ? The Natural Environment ? Concern for the natural environment has grown steadily, increasing the importance of these trends: ? Shortage of raw materials ? Increased pollution ? Increased governmental intervention ? 自然環(huán)境 ? 對(duì)自然環(huán)境的關(guān)注在穩(wěn)步增長，以下趨勢(shì)正在增長： ?原材料短缺 ?污染增加 ?政府干預(yù)增加 17 The Macroenvironment 宏觀環(huán)境 ? Key Technolo
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