市场营销环境究.ppt

* * * * * * * * * * * * * Weaknesses 没有前置摄像头，这是小米手机无法回避也是无法通过后期优化弥补的缺憾。时代在发展，科技在进步，前置摄像头自然有它存在的价值 Weaknesses 小米横空出世，在市场份额、占有率上明显不足，在大众心中的口碑还没能建立。加上小米手机频频爆出漏光、掉漆、频繁死机、通话破音以及售后服务并不完善的问题，对小米的信誉更是一个挑战 Weaknesses 在小米论坛，发现里面的问题反馈多达近5000条，包括了发货速度慢、掉漆、摄像头拍照不尽人意，照相功能还不完善甚至相机无法拍照、频繁死机、无法开机、通话破音严重等十几个问题，还有部分用户申请退换机。 Threats 硬件成本应该在1300元到1500元之间 。双倍薪水挖取人才，截至目前，小米公司约有400人左右，以研发居多 Threats 传统手机商与芯片以及其他相关合作伙伴都是有着多年合作关系，彼此已经形成稳定的供求关系。小米手机的极少出货量以及与产业链各环节合作商远没到那个份儿上，自然就要先付费，而且也没有建立起良好的供求规划，一旦遇到芯片采购量高峰期，小米手机的供货也将随之奔溃，后果可想而知。 Threats 腾讯科技一项网络调查显示，在超过3万人的调查中，近六成网民表示不会选择购买小米手机。 Negative factors SWOT ANALYSIS * 3Major Forces in the Company’s Macro-environment宏观环境因素 The company and all of the other actors operate in a larger macroenvironment of forces that shape opportunities and pose threats to the company. * 实体书店的困局？ /2013-03-15/100501882.html 背景 2011年，著名人文社科书店“风入松”因资金出现问题停业至今，随后，国内民营连锁书店光合作用也因资金链断裂，关闭北京的7家直营书店；此外，知名书店“单向街”也因租金问题被迫一再搬迁，民营书店集体陷入经营困境 台湾的诚品书店 pageone * * 3The Company’s Macro-environment宏观环境 Demographic - studies populations in terms of size, density, location, age, gender, race, occupation and other statistics. Economic - factors that affect consumer purchasing power and spending patterns. Natural - natural resources needed as inputs by marketers or that are affected by marketing activities. Continued * 3The Company’s Macro-environment宏观环境 Technological - forces that create new technologies, creating new product and market opportunities. Political - laws, agencies and pressure groups that influence and limit organizations and individuals in a given society（特定的社会）. Cultural - institutions and other forces that affect a society’s basic values, perceptions(感知）, preferences（偏好）, and behaviors. * Macro-environmental Trends and Forces Faith Popcorn is a noted trend analyst. Visit her web site for insights into current trends. * 3.1Demographic Environment Demographic Environment Worldwide Populations Growth Geographic Population Shifts Rise o