中国移动市场环境分析中英.docx

中国移动市场环境分析中英

第一篇：中国移动市场环境分析中英Acompany’smarketingenvironmentconsistsoftheactorsandforcesoutsidemarketingthataffectmarketingmanagement’sabilitytobuildandmaintainsuccessfulrelationshipswithtargetcustomers.Themarketingenvironmentismadeupofamicroenvironmentandamacroenvironment.(1)MacroenvironmentThemacroenvironmentconsistsofthelargersocietalforcesthataffectthemicroenvironment--demographic,economic,natural,technical,political,andculturalforces.1DemographicEnvironment○Thedemographicenvironmentisofmajorinteresttomarketers.China'stotalpopulationislarge.Withtherapiddevelopmentofsocialistmarketeconomy,people'sincomecontinuestoimprove,theirdemandformobilecommunicationshasbecomeincreasinglystrong,and,intermsofagestructureandgeographicdistribution,minorsandtheruralmarket,demandswillhaveabigchange.Therefore,mobilecommunicationsmarketpotentialisenormous.2EconomicEnvironment○SinceChina'sreformandopeningup,people'slivingstandardshavemarkedlyimproved,thedisposableincomeofresidentsincreasedsignificantly.Sothegreaterproportionofincomeincreasedinthecommunication,thelargermarket'srevenuegrew.Intheaspectofeconomicdevelopment,higherlevelsofregionaleconomicdevelopment,relativelystrongerpopulationdemandformobilecommunicationsservices,viceversa.3PoliticalandLegalEnvironment○TheinformationindustryhasbecomeChina'simportanteconomicpillar.Theprotectivepoliciesofthestateinthecommunicationsindustry,suchasthetelecommunicationsagreementsignedwhenenteringWTO,stipulateforthetimeandtheshareholdingratioofforeigntelecomoperatorstoentertheChinesemarket,haswontheprecioustimeforthedevelopmentofthedomesticmobilecommunicationenterprises.Theintroductionsofrelevantlawsnotonlyprovidealegalguaranteeforthehealthydevelopmentofvalue-addedservices,andregulatethemobilecommunicationcompanyoperatingstrictlyinaccordancewiththelaw.4TechnologicalEnvironment○Mobilecommunicationsindustryisaknowledgeandtechnology-intensiveindustry.Technologiesaredevelopingrapidly,fasterupgrades,newbusinessandnewfunctionsareemerginginanendlesss