一个企业在确定营销策略之前,必须对营销环境作一番分析,尽可能地做到知己知彼,然后有的放矢地作出可行的策略。一般而论,分析营销环境包括下列3项: 一、分析市场需求。 分析市场需求说到底就是分析消费者行为。这种分析由5个步骤所构成,即确认需求、汇集内外部信息、评估各种品牌方案、实际购买和购后行为。消费者行为 Before a company determines its marketing strategy, it must analyze the marketing environment, try to know itself, and then make a feasible strategy. Generally, the analysis marketing environment includes the following three items: 1. Analyze the market demand. Analysing market demand is ultimately analyzing consumer behavior. This analysis consists of five steps, namely, confirming requirements, gathering internal and external information, evaluating various brand solutions, actual purchases, and post-purchase behavior. Consumer Behavior