PESTEL 分析.doc

目錄1 Environmental profile of a Chinese auto market12 PESTEL analysis tools About13 PESTEL analysis of Chinas auto marketing environment23.1 Analysis of the political environment23.2 The legal environment analysis33.3 Analysis of the economic environment33.4 Social Environment43.5 Technology environmental analysis53.6 The natural environment 61 Environmental profile of a Chinese auto marketChinas auto industry has been started since 1953, after 50 years of development, has now become the car producing countries, international manufacturer of organizations as one of the producing countries of the worlds top ten car. Automobile production and sales in 2003 reached 4.44 million and 4.39 million year-on-year growth rate of 35.2% and 34.2%, which is following since its WTO accession, the domestic auto industry for the second consecutive year of rapid growth. 2010 Chinas auto sales of 13.8 million, surpassed the U.S. as the worlds largest auto market. In the 10 years 2000-2010, the Chinese cars and motorcycles increased by 20 times. In the next 20 years, this number is expected to be doubled. This means that, in 2030, China has a number of cars than in 2000 the number of cars worldwide.The status of Chinas automobile market performance in the following areas: economic cars occupy a dominant position; gradual decline in the degree of consumer concern; made cars than imported cars have obvious advantages; new models listed active in the automotive market.2 PESTEL analysis tools AboutPESTEL analysis model, also known as the environment, an effective tool for the analysis of the macroeconomic environment, not only able to analyze the external environment, but also able to identify all the force of the impact of the role of organizations. It is the method of the external factors that affect the organizations surveyed, each letter represents one of the factors can be divided into six major factors: political factors, economic factors, social factors, environmental factors and legal factors.(1) Political Factors (Political): refers to the actual and potential impact of political forces and the relevant policies, laws and regulations and other factors on the organizational and operational activities.(2) An Integrated System Of Legal Factors (Legal): Organization external laws, regulations, judicial status, and civic awareness of the law.(3) Economic Factors (Economic): by the external to the organizations economic structure, industrial layout, resource status, level of economic development and future economic trends.(4) Social Factors (Social): by members of the organization where the social, historical development, cultural traditions, values, level of education as well as customs and other factors.(5) Technical Factors (Technological): technical elements include not only those caused by the invention of revolutionary change, but also with the production of relevant new technologies, new processes, new materials, the emergence and development trends and application prospects.(6) Environmental Factors (the Environmental): an organizations activities, products or services and the environment interact elements.3 PESTEL analysis of Chinas auto marketing environment3.1 Analysis of the political environmentThe political environment is an important macro-environmental factors of corporate marketing, and political environment to guide the direction of corporate marketing activities. Of the relevant policies of the well that the automobile industry to make more stable and better development of the automotive industry.(1) Automobile industry development policy to the domestic auto industry to increase the positive force.Automobile Industry Development Policy, the promulgation of the auto industry policy in 1994 and promulgated on May 21, 2004, regulate the mode of development of Chinas automobile industry, to accelerate the speed of the domestic automobile production enterprise product upgrading, and to mobilize foreign investment and transfer of technology to Chinas automobile industry.Industrial policy aimed at protecting the domestic auto industry to improve the competitiveness of the domestic auto companies. Therefore, further liberalization of the domestic manufacturers a variety of regulatory, to promote its growth is set to become an important part of the new industrial policy. This is the so-called pro-active strategic adjustment.(2) To strengthen energy conservation and new energy vehicles policy.Ministry of Finance in the clear notification of years ago, continue to implement a structural tax cut is 2011 an important part of the proactive fiscal policy. 2011, to accelerate automotive industrial restructuring and upgrading, promote energy conservation and recycling of resources, continue to take a financial subsidy policy support to promote fuel-efficient cars and increase the promotion of new energy vehicle demonstration efforts, continue to implement the old car is scrapped update the subsidy policy . There are 272 finalists energy saving of 1.6 liters and below passenger car car allowance catalog, and consumers to buy these models available subsidies of 3,000 yuan per vehicle. The old car is scrapped each vehicle will receive a subsidy of 5,000 yuan to 15,000 yuan.(3) Chinas industrial policy support. As capital-intensive and technology-intensive industries, the car has a strong role in boosting the national economy, the state will be divided into one of the focus on the development of pillar industries.3.2 The legal environment analysisThe legal environment also affect marketing in one of the important factors, the legal environment of the business activities of the Code of Conduct. Only to recognize and understand the automotive industry, all kinds of laws, regulations and rules and regulations, in order to better develop the automotive industry.(1) Defective auto product recall regulations and the car three guarantees policy to protect the interests of consumers.This is Chinas auto market regulations to improve and perfect, is to create a favorable market environment for Chinas auto manufacturers, distributors and consumers to provide legal and regulatory protection.The former eliminates the insecurity of the defective car security risk to society as a whole, to maintain public safety. The latter implementation of automotive products for repair, replacement or return operators to consumers due to a contractual liability is a contractual obligation. Its implementation will be to provide a strong legal basis for consumer rights.(2) Automotive Finance Corporation management approach standardize automobile consumption credit business management.Procedures promulgated and implemented in China to fulfill to join the WTO commitments, standardize automobile consumption credit business management initiatives will foster and promote the diversification of auto financing business, automobile consumption credit market specialization produce positive and far-reachinginfluence and promote the development of Chinas automobile industry, and promote sustained and healthy development of all aspects will play an active role.3.3 Analysis of the economic environmentThe economic environment refers to those economic factors that can influence customer purchasing power and consumption patterns.(1) GDP smooth high-speed growth. Since the reform and opening up, Chinas national economy level of continuous improvement, the gross domestic product (GDP) increased from 362.4 billion yuan in 1978 to 18.2321 trillion yuan in 2005, the first industry was 2.2718 trillion yuan, an increase of 5.2%, secondary industry 8.6208 trillion yuan, an increase of 11.4%, the tertiary industry was 1.3395 trillion yuan, an increase of 9.6%. The consumption structure of residents are from the yuan level to 100,000 yuan-level transition, the major consumer goods, automobile, housing, communications, education.(2) Internationalization of the market. Chinas auto industry faces a huge global market. 2005 global vehicle sales to more than 4000 million, while the Chinese car exports only 170,000 in the international market share of very few.3.4 Social EnvironmentSocial and cultural environment refers to the formation of the sum of the values, religious beliefs, customs, ethics, etc. in a social form.(1) A nations traditional culture, peoples propensity to consume and demand will have a huge impact, which includes customs, ethics and values, they are deeply rooted in peoples thoughts and ideas about peoples preferences. Now, young peoples ideas are gradually westernized, to spend tomorrows money to do things today, the credit as a fashion consumer attitudes; pursuit of fashion, like the maverick, the transformation of these ideas on impact of the automotive market.(2) Consumer era of personalized vehicle customization era. The survey shows that 30 to 45-year-old emerging knowledge of the managerial or professional who is the main consumer of high-end cars, are more concerned about the inherent quality and personalized taste of the brand, the consumer culture of the high-end cars will become more and more internationally oriented, personalized and diversification.(3) Low consumer brand loyalty, price-sensitive, follow the trend of consumption. Most people are first-time buyers, low brand recognition, about half of the people in accordance with the views of family and friends. Consumers require manufacturers and distribution tours offer more services and support.3.5 Technology environmental analysisScience and technology are the most active factor in the social productive forces, which affects all aspects of the historical process of human society and social life, the impact of marketing activities is obvious. Modern science and technology advances, the development of science and technology influence the performance of corporate marketing activities in the following areas.(1) Development of automobile technology. The car speed up product renewal, deepening the impact on peoples lives, the constant application of other high-tech, automotive electronics and other hot spots are emerging.(2) Chinas domestic automobile enterprises to insufficient capital investment, weak R & D capabilities, the lack of core technology. Technology development costs of foreign auto companies invested about 3% -5% of annual sales, the amount of up to hundreds of millions or even billions of dollars, the 2002 Ford R & D expenditure of $ 7.2 billion $ 5.4 billion, General Motors, Toyota, $ 4.6 billion. some of our key enterprises, less than 1%.(3) The impact of international technology. The world has entered the era of high-tech economy, industry, the rapid development of various new materials, new process of continuous development and application, to meet peoples growing material and cultural needs, while the use of new scientific management methods, to improve labor productivity. played an important role to promote social progress. Promotion of new energy research and development of hybrid vehicles, pure electric vehicles, fuel cell vehicles, as well as the key technology to drive fuel vehicles and auto parts industry development is the theme of the automotive industry in the world today.3.6 The natural environmentThe natural environment refers to the social production of natural factors, including natural resources and ecological environment. The impact of cars on the resources and the environment mainly from two aspects: the demand for fuel led to the depletion of oil resources and the burning of oil pollution on the environment. The car of the future will be more new materials and new technologies, and will greatly reduce the pollution caused by the environment.(1) The climatic factorsThe quality of the natural climatic conditions of the cars cooling, lubrication, starting and charging efficiency, braking performance, power play, and the normal work of the automotive parts and even the life of a direct impact, while the drivers working conditions also have a substantial impact. The car companies in the marketing process, you should pay attention to local climatic conditions, to market the car to suit the local climate characteristics, and make the appropriate service.(2) Geographical factorsGood or bad from a regional geographical conditions largely determine the environmental conditions of the regions economy and population, but also determine the role and status of the motor transport, impact on the target market and its size and demand characteristics ; natural and geographical conditions on the quality of roads (such as road width, slope, bend radius, smoothness, sturdy, tunnels, bridges, etc.) has a decisive influence on the specific performance of the automotive products have different requirements. Therefore, the auto companies in different areas should be introduced to the performance of different products.(3) Road traffic factorsRoad traffic factors refers to factors affecting a count