影响企业市场营销策略的因素分为宏观环境因素和微观环境因素,而作为宏观环境因素之一的人文环境对于企业营销策略的变化起着越来越重要的作用。改革开放以来,大家电企业的飞速发展和体量上的扩张就得益于“人口红利”带来的福利。不过,伴随人口结构的变化、“人口红利”效应的逐渐减弱以及互联网大潮的入侵,家电企业正迎来下一个历史拐点。“后人口红利”时代家电企业市场营销的特点2012年全国劳动年龄人口首现下滑 The factors influencing the marketing strategy of enterprises are divided into macroscopic environmental factors and micro-environmental factors, and the humanistic environment as one of the macro-environmental factors plays an increasingly important role in the changes of marketing strategies. Since the reform and opening up, the rapid development of large household electrical appliance enterprises and the expansion of body mass have benefited from the “demographic dividend” benefits. However, with the changes in population structure, the gradual weakening of the “demographic dividend” effect and the invasion of the Internet tide, the household appliance enterprises are ushering in the next historical turning point. “Post-demographic dividend ” era of the characteristics of the marketing of home appliance business in 2012 the first decline in the working-age population of the country