1, the macro environment includes:
1) Political and legal environment: At present, some cities in China have set up wedding associations one after another, and relevant national systems and policies advocate the development of wedding business.
2) Economic environment: With the rapid development of the capital market, China's per capita GDP is now more than 3,000 US dollars, and the national disposable income and savings are constantly increasing. Weddings still have certain consumption potential, which can be continuously expanded.
3) Social and cultural environment: With the rapid development of today's society, people's lifestyles and living standards have been improved to a certain extent, and people's pursuits are constantly changing. As a new service industry, wedding will meet the needs of consumers.
4) Natural environment: The relationship between the wedding industry and the natural environment is not great, so the natural environment does not constitute an obstacle to the wedding.
5) Technical environment: Technical environment refers to the technological development degree of the environment in which the enterprise is located, including technical level and technical development trend. In the wedding industry, technology is still very important, such as large lighting, large electronic walls or screens, various stage effects, high-tech shooting and post-production.
2, the micro environment includes:
1) life cycle of industry: the life cycle of industry can be expressed by product cycle, which is divided into four stages: development stage, growth stage, maturity stage and decline stage. As far as the current market analysis is concerned, the wedding industry is in a period of rapid growth. As far as the industry itself is concerned, there will never be a recession, which is very beneficial to the development of wedding.
2) Industrial structure: the profit of the industry depends on the role of five competitive forces in the industry and the bargaining power of potential entrants, substitutes, buyers and suppliers with existing competitors.
A) The threat of potential entrants: The threat is to increase the total output of the industry, carve up the original market share and stimulate the competition among existing enterprises. This is inevitable in any industry and has always existed.
The possibility of an enterprise entering an industry depends on two factors: barriers to entry and the expectation of retaliation against existing enterprises. The obvious barriers to entry are: economies of scale: the wedding industry does not constitute an obstacle.
Product differentiation: the greater the choice gap, the more unfavorable it is to our development. Capital demand: the wedding industry needs less investment and does not constitute an obstacle.
Switching cost: The lower the switching cost, the more unfavorable it is to start a business, and vice versa. Distribution channels: not obvious in the wedding industry, hardly an obstacle. Government policy: The policy of expanding domestic consumption and stimulating economic growth is conducive to the development of weddings. Expected revenge: At present, the wedding ceremony is in the growth stage, and it will not be very intense, and the revenge will not be so intense.
B) Threat of substitutes: In many industries, enterprises actively participate in competition and develop new substitutes in order to pursue strategic competitiveness and surpass profits, so the wedding industry is no exception.
Excerpted from the network!