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目录
1 Environmental
profile of a Chinese auto market .................
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1
2 PESTEL
analysis tools About
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1
3 PESTEL analysis of China's auto
marketing environment
.........................................
2
3.1 Analysis of
the political environment ........................
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2
3.2 The legal
environment analysis .............................
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3
3.3 Analysis of
the economic environment
.
..
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3
3.4
Social Environment
.
........
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4
3.5 Technology
environmental analysis
.
....
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5
3.6
The natural environment
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6
1
Environmental profile of a Chinese auto market
China's 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 world's 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 China's
auto sales of 13.8 million, surpassed
the U.S. as the world's 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
China's
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 About
PESTEL
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
organization's 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
第
1
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6
页
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
organization's
activities,
products or services and the
environment interact elements.
3 PESTEL analysis of China's auto
marketing environment
3.1 Analysis of
the political environment
The
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.
Industry
Development
Policy
the
promulgation
of
the
auto
industry
policy
1994
and
promulgated
on
May
21,
2004,
regulate
the
mode
of
development of China's automobile
industry, to accelerate the speed of the domestic
automobile
production
enterprise
product
upgrading,
and
to
mobilize
foreign
investment and transfer of technology
to China's 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
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