變動中的台灣企業行銷環境―宏觀面的分析

Changing Marketing Environment in Taiwan-A Macro Perspective

黃俊英(Jun-Ying Huang)

《臺大管理論叢》 5卷1期 (1994/02) Pp. 1-40

https://doi.org/10.6226/NTURM1994.5.1.1

摘要

台灣企業的行銷環境不斷在變動中。本文分別從人口環境、經濟環境、科技環境、政治法律環境、社會文化環境等層面分析過去四十多年間台灣企業之宏觀行銷環境的變動情形，並對未來宏觀環境的變動趨向作一前瞻性的展望。宏觀環境的變動一方面為企業的行銷活動帶來壓力和挑戰，一方面為企業帶來成長的機會，本文也就宏觀環境的變動對企業行銷的挑戰與機會作一簡要的探討。

關鍵字

行銷 ； 行銷環境 ； 宏觀行銷 ； 宏觀環境

並列摘要

The marketing environment in Taiwan Has been constantly changing. The paper attempts to analyze Taiwan's marketing macroenvironment to illustrate its evolution in the past decades and to forecast its possible changes in the future. The marketing macroenvironment is summed up into five major categories, including demographic, economic, technological, political, and social/cultural environment. The changing macroenvironment on the one hand constitutes threats to the marketing people while on the other hand presents new opportunities for further growth. The paper also explores the future challenges and opportunities facing the marketing people.

並列關鍵字

marketing ； marketing environment ； macromarketing ； macroenvironment