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Research on the Marketing Strategy of Enterprises Based on the Change of Marketing Environment

机译：基于营销环境变迁的企业营销策略研究

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The existence and development of the enterprise can not be separated from the market environment, and the marketing environment is an important factor for the enterprise to formulate marketing strategies and carry out the marketing activities. The impact of market environment on enterprises is mainly reflected in the two aspects of providing market opportunities or causing environmental threats. How to excavate and grasp the market opportunity, and avoid the threat of environment to the enterprise is the focus of the enterprise and the marketing. Based on the analysis of the relationship between market environment, environmental characteristics and environment and business marketing activities, this paper puts forward corresponding marketing strategies for Chinese enterprises in view of changing marketing environment. Market environment is the uncontrollable or uncontrollable factors and forces that exist outside the marketing system of enterprises. These factors and forces are the external conditions that influence the marketing activities and goals of enterprises. [1] as a social and economic organization, an enterprise is an important part of the society. Its survival and development cannot be separated from the market environment. It always carries out operation, management and marketing activities under certain market conditions. At the same time, has the characteristics of development and changes in the environment, so the operation, management and marketing activities of enterprises to adapt to the environment, as marketers should pay attention to the environment influence on marketing activities. There are two main categories of market environment that enterprises face, namely, macro marketing environment and micro marketing environment. The macro marketing environment is the sum of all kinds of social forces that influence the marketing activities of the state and society, such as demographic environment, economic environment, natural environment, political and legal environment, technological environment and social and cultural environment. The macro environment is not controllable environment for enterprises, has indirect effect on the marketing activities of enterprises, enterprises should actively adapt to the macro environment. The micro marketing environment is closely related to enterprises, and can affect all kinds of factors, including internal, suppliers, customers, competitors and all kinds of public. These factors are closely related to the enterprise, and the impact on the enterprise is directly affected, so the marketers pay attention to these factors.
机译：企业的存在和发展不能与市场环境分开，营销环境是企业制定营销策略并开展营销活动的重要因素。市场环境对企业的影响主要反映在提供市场机会或造成环境威胁的两个方面。如何挖掘和掌握市场机遇，避免对企业的环境威胁是企业和营销的重点。基于对市场环境，环境特色和环境和商业营销活动之间关系的分析，本文对中国企业进行了相应的营销策略，看了改变营销环境。市场环境是企业营销体系之外的无法控制或无法控制的因素和力量。这些因素和力量是影响企业营销活动和目标的外部条件。 [1]作为一个社会和经济组织，企业是社会的重要组成部分。它的生存和发展不能与市场环境分开。它始终在某些市场条件下进行操作，管理和营销活动。同时，有发展的特点和环境的变化，因此企业的运作，管理和营销活动适应环境，因为营销人员应该关注环境对营销活动的影响。企业面临的市场环境有两大类，即宏观营销环境和微营销环境。宏观营销环境是影响国家和社会营销活动的各种社会力量的总和，如人口环境，经济环境，自然环境，政治和法律环境，技术环境和社会和文化环境。宏观环境不控制于企业的环境，对企业的营销活动进行间接影响，企业应积极适应宏观环境。微营销环境与企业密切相关，可以影响各种因素，包括内部，供应商，客户，竞争对手和各种公众。这些因素与企业密切相关，对企业的影响直接受到影响，因此营销人员关注这些因素。

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