What are the main market macro-environmental surveys?

Market macro-environmental survey mainly includes:

(1) Overall environmental survey

(2) Investigation of industrial environment

(3) Investigation of competitive environment.

Survey content

1, corporate political environment

Political environment refers to the external political situation, situation and system faced by enterprises, which can be divided into domestic political environment and international political environment.

The investigation of domestic political environment mainly analyzes the formulation and adjustment of the line, principles and policies of the party and the government and their influence on the market and enterprises.

2, the enterprise legal environment

Enterprises must abide by various laws, decrees, regulations and rules in market operation.

The investigation of legal environment is to analyze and study various laws and regulations of countries and regions, especially economic laws and regulations.

With the formation of buyer's market, the influence of consumer organizations on enterprise marketing activities is increasing day by day. Enterprise managers must seriously consider the interests of consumers in market activities and provide consumers with good products and services.

Extended data:

Influencing factors of macro-environmental investigation:

I. Population factors

People are the primary factor that constitutes the market. Where there are people, there will be consumer demand and there will be a market. Population factors involve the total population, geographical distribution, age structure, gender composition, population quality and many other aspects. People of different ages and regions spend differently. Most southerners like rice, while northerners like pasta.

With the improvement of the income level of urban and rural residents in China, people put forward higher requirements for agricultural products, and green food and health food are favored. Agricultural enterprises must consider these changes in production and arrange production according to demand.

Second, economic factors.

Refers to the consumer income of a country or region. Consumer expenditure, price level, consumer credit and household savings, commodity supply, etc. Under the condition of market economy, product exchange is mediated by money, so purchasing power directly affects people's demand for products.

When analyzing economic factors, we should pay attention to the income differences of different classes, the extent to which people's consumption structure is affected by prices, and analyze the motives of ordinary people to save. In foreign countries, ordinary people can borrow money for consumption, which is called consumer credit. This form is currently limited to housing credit in China, and it is estimated that it will develop in the future, so we should also pay attention to it.

In addition, from a national perspective, the overall economic situation has a great impact on the market. During the period of economic growth, the market will expand; On the contrary, when the economy stagnates, the market will shrink.

Baidu Encyclopedia-Market Environment Survey