Influencing factors of marketing strategy

The factors that affect marketing strategy are macro-environmental factors and micro-environmental factors. Macro-environmental factors refer to the external environment in which enterprises operate. For enterprises, it is neither controllable nor influential, which plays a very important role in the success of enterprise marketing.

1. humanistic environment: humanistic environment can be defined as a function of cultural variables inside and outside a certain social system, including the same attitude, concept, belief system and cognitive environment. The humanistic environment is an invisible environment hidden in the social ontology and a subtle national soul.

1) Population factor: the relationship between population and market composition; The relationship between population urbanization and market; The relationship between the age structure change of the world population and the market;

2) Geographical migration factors of population: the relationship between the characteristics and laws of passenger movement and geographical environment; The relationship between purchase motivation and geographical environment;

3) Social factors: family; Social status class, affecting market segments.

2. Economic environment: The so-called economic environment refers to the social and economic conditions and national economic policies that constitute the survival and development of enterprises, and is a factor that affects consumers' purchasing power and consumption patterns, including changes in income and changes in consumer consumption patterns.

1) gross national product;

2) Personal income reflects the purchasing power level;

3) foreign trade balance.

3. Natural environment: shortage and protection of natural resources; Environmental deterioration; The effects of the disease.

4. Technological environment: the impact of technology on enterprise competition: the impact on consumers.

5. Political and legal environment: The stability of the national political structure and the political and legal environment directly affect the marketing strategy.

6. Social and cultural environment: education level, religious beliefs and traditional habits. Microenvironment refers to various factors and conditions that exist around an enterprise and closely affect its marketing activities, including suppliers, competitors, the public and the enterprise itself.

1. Supplier: resource guarantee and cost control.

2. Buyer

1) Private buyers: There are many people and the demand varies greatly. Most of them are small purchases with high frequency. Most of them are non-experts, and the purchase liquidity is large;

2) Group buying: the number of group buyers is small, but the size of buyers is large; Belonging to derivative demand; The elasticity of group buying demand is small.

3. Middlemen: They buy products and services mainly for monopoly and profit; Purchased by experts; Less purchases; Single batch is large.

4. Competitors:

1) competitors and their number and scale;

2) The relationship between consumer demand and competitive supply.

5. The public: financial public, government public, citizen action public, local public, enterprise internal public and general public.

6. Cooperation among departments within the enterprise.