电子商务营销实务课件 (2).pdf

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1、1 Marketing Environment:Macroenvironment2 Macroenvironment The larger societal forces that affect the microenvironment:Demographic forces Economic forces Natural forces Technological forces Political forces Cultural forces 3 Macroenvironment(1/6):Demographic Environment 1.Population size Countries w

2、ith pop.over 100 Million as of 2018 1 China 1,393 M 2 India 1,353 3 United States 327 4 Indonesia 268 5 Pakistan 212 6 Brazil 209 7 Nigeria 196 8 Bangladesh 161 9 Russian Federation 144 10 Japan 127 11 Mexico 126 12 Ethiopia 109 13 Philippines 107 World 7,594 source:www.worldbank.org Chinas Top 5 pr

3、ovinces in terms of population as of 2018(Million)1 Guangdong 113 M 2 Shandong 100 3 Henan 96 4 Sichuan 83 5 Jiangsu 81 source: Populations of Beijing,Shanghai and Tianjin as of 2018(Million)1 Shanghai 24.2 M 2 Beijing 21.5 3 Tianjin 15.6 source: 4 Macroenvironment(1/6):Demographic Environment 2.Pop

4、ulation growth rate Population growth of the 13 countries as of 2018 (Million)1 India 13.96 2 China 6.34 3 Nigeria 5.00 4 Pakistan 4.32 5 Indonesia 3.02 6 Ethiopia 2.82 7 United States 2.02 8 Bangladesh 1.69 9 Brazil 1.64 10 Philippines 1.48 11 Mexico 1.41 12 Russian Federation-0.02 13 Japan-0.26 Wo

5、rld 83.28 source:www.worldbank.org Population growth rate of the 13 countries as of 2018 (%)1 Ethiopia 2.59 2 Nigeria 2.55 3 Pakistan 2.03 4 Philippines 1.39 5 Indonesia 1.13 6 Mexico 1.12 7 Bangladesh 1.04 8 India 1.03 9 Brazil 0.78 10 United States 0.62 11 China 0.45 12 Russian Federation-0.01 13

6、Japan-0.20 World 1.10 source:www.worldbank.org 5 Macroenvironment(1/6):Demographic Environment 3.Age structure of the POP 3 age groups 014:1564:65+:2018(China)16.9%71.2%11.9%Top 10 countries in terms of the 65+%as of 2018 1 Japan 27.6 2 Italy 22.8 3 Portugal 22.0 4 Finland 21.7 5 Greece 21.7 6 Germa

7、ny 21.5 7 Bulgaria 21.0 8 Croatia 20.4 9 Malta 20.3 10 Sweden 20.1 source:www.worldbank.org 6 Macroenvironment(1/6):Demographic Environment 4.Gender structure of the POP In China,males are more than females,especially under the age of 20(approximately 20 million).Gender ratio of the age groups under

8、 20 as of 2018(female=100)04 113.9 59 118.0 1014 118.6 1519 118.1 source: 7 Macroenvironment(1/6):Demographic Environment 5.Urbanization of China China has been in the process of its urbanization for more than 20 years.The proportion of urban population(PUP)as of 2018 is 59.58%.Chinas top 5 regions

9、in terms of the PUP as of 2018(%)1 Shanghai 88.1 2 Beijing 86.5 3 Tianjin 83.2 4 Guangdong 70.7 5 Jiangsu 69.6 source: The PUP of 8 countries as of 2018 1 Japan 91.6 2 Australia 86.0 3 United Kingdom 83.4 4 United States 82.3 5 Canada 81.4 6 France 80.4 7 Germany 77.3 8 Russian Federation 74.4 sourc

10、e:www.worldbank.org 8 Macroenvironment(2/6):Economic Environment 1.Income(1/3):GDP Top 10 countries in terms of 2018 GDP(in trillion USD)and their percentages 1 United States 20.5 24%2 China 13.6 16%3 Japan 5.0 6%4 Germany 3.9 5%5 United Kingdom 2.9 3%6 France 2.8 3%7 India 2.7 3%8 Italy 2.1 2%9 Bra

11、zil 1.9 2%10 Canada 1.7 2%World 85.9 66%source:www.worldbank.org Chinas top 10 provinces in terms of 2018 GDP(in trillion RMB)and their percentages 1 Guangdong 9.7 11%2 Jiangsu 9.3 10%3 Shangdong 7.6 8%4 Zhejiang 5.6 6%5 Henan 4.8 5%6 Sichuan 4.1 4%7 Hubei 3.9 4%8 Fujian 3.9 4%9 Hunan 3.6 4%10 Hubei

12、 3.6 4%China 91.7 61%source: 9 Macroenvironment(2/6):Economic Environment 1.Income(2/3):GDP per capita 2008 GDP p.c.of some countries(in USD)1 Switzerland 82,839 2 United States 62,641 3 Australia 57,305 4 Germany 48,196 5 United Kingdom 42,491 6 France 41,464 7 Japan 39,287 8 Korea,Rep.31,363 9 Wor

13、ld 11,297 10 Russian Federation 11,289 11 China 9,771 source:www.worldbank.org Chinas top 10 regions in terms of 2018 GDP p.c.(in USD)1 Beijing 21,271 2 Shanghai 20,373 3 Tianjin 18,220 4 Jiangsu 17,380 5 Zhejiang 14,803 6 Fujian 14,764 7 Guangdong 12,956 8 Shangdong 11,502 9 Inner Mongolia 10,310 1

14、0 Hubei 10,054 source: 10 Macroenvironment(2/6):Economic Environment 1.Income(3/3):disposable income per capita(DIPC)Urban(2019,monthly):National:RMB 3,530,or USD 510 Shanghai:RMB 6,130,or USD 890 Rural(2019,monthly):National:RMB 1,330,or USD 190 Shanghai:RMB 2,760,or USD 400 11 Macroenvironment(2/6

15、):Economic Environment 2.Spending(1/2):consumption per capita Urban(2019,monthly):National:RMB 2,330,or USD340;Shanghai:RMB 4,020,or USD580;Rural(2019,monthly):National:RMB 1,110,or USD160;Shanghai:RMB1,870,or USD270;%of DIPC 66%66%83%68%12 Macroenvironment(2/6):Economic Environment 2.Spending(2/2):

16、marginal propensity to consume China:60%70%USA:over 90%13 Macroenvironment(2/6):Economic Environment 3.Savings(1/2):marginal propensity to save China:30%40%USA:less than 10%14 Macroenvironment(2/6):Economic Environment 3.Savings(2/2):deposit per capita Individual(as of 2019):National:RMB 58k,or USD

17、8k Shanghai:RMB 137k,or USD 20k Household(as of 2019):National:RMB 174k,or USD 25k Shanghai:RMB 333k,or USD 48k 15 Macroenvironment(3/6):Natural Environment The physical environment and the natural resources that are needed as inputs by marketers or that are affected by marketing activities.3 trends

18、 of the natural environment:Shortages of raw materials Increased pollution Increased government intervention 16 Macroenvironment(4/6):Technological Environment Forces that create new technologies,creating new product and market opportunities,such as:IoT 5G telecommunication AI e-cars,This environmen

19、t changes very rapidly and dramatically.Companies,especially the technology companies,should pay close attention to its evolution.17 Macroenvironment(5/6):Political Environment Laws,government agencies,and pressure groups that influence or limit various organizations and individuals.Business legisla

20、tion has been enacted to protect companies,consumers,and the interests of society.Meanwhile,beyond written laws and regulations,business is also governed by social codes and rules of professional ethics.18 Macroenvironment(6/6):Cultural Environment Institutions and other forces that affect a societys basic values,perceptions,preferences,and behaviors.Its core beliefs and values are persistent,but secondary beliefs and values are more open to change.The major cultural values of a society are expressed in Peoples Views of Themselves Others Organizations Society Nature the Universe

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