揭开神秘：最高效策略——以“狼”字为武器

Unveiling the Mysteries: The Most Efficient Strategy – Using the Word "Wolf" as a Weapon

1. ☆市场营销环境的特点与分析研究营销环境的意义，

1. ☆ Characteristics and analysis of the marketing environment, and the significance of studying the marketing environment.

2. 在逃跑的过程中，刘邦嫌弃马车的负重太大，可能会被敌人追杀，于是亲手把自己的一双儿女推下车，差点落入敌人之手。

2. During the escape, Liu Bang,嫌弃 the carriage was too heavy a burden, feared it might be pursued by enemies, so he personally pushed his own two children out of the carriage, nearly falling into the hands of the enemy.

3. 国际营销活动 要对目标市场的技术环境进行考察，以明确其技术上的可接受性。

3. In international marketing activities, it is necessary to investigate the technical environment of the target market to clarify its technical acceptability.

4. 市场营销环境变化的综合反映是市场需求，而市场需求是多种多样的。在各种不同的市场需求的情况下。可采用不同的市场营销策略。营销管理者的任务，就是调整市场需求的水平、时间和特性，使之与供给相协调。

4. The comprehensive reflection of changes in the marketing environment is the market demand, which is diverse in nature. Under various different market demand situations, different marketing strategies can be adopted. The task of the marketing manager is to adjust the level, timing, and characteristics of market demand to coordinate with the supply.

5. 总之，企业的营销管理者对复杂多变的市场营销环境，不仅要认识它、适应它，而且还应当采取积极措施，调节需求，争取达到供给和需求的协调一致。市场营销管理，实际上就是需求管理。这样，不但符合企业的利益，而且符合社会的整体利益。

5. In summary, marketing managers in enterprises not only need to recognize and adapt to the complex and variable marketing environment, but they should also take proactive measures to regulate demand and strive for a harmonious balance between supply and demand. In essence, marketing management is actually demand management. This approach not only aligns with the interests of the enterprise but also with the overall interests of society.

6. 刘邦不过一个市井无赖，如何能够在群雄逐鹿的秦末乱世，杀出一条血路，开创了大汉四百年江山？一个非常关键的原因，就是狠。

6. Liu Bang was nothing but a scoundrel from the streets, how could he break through the chaotic world of the late Qin Dynasty, where the strong were vying for power, and create a four-hundred-year empire for the Han Dynasty? A very key reason was his ruthlessness.

7. 、很多企业在计算促销费用往往没有计算上级下拔的赠品，如礼品、宣传物品等等。这将使促销费用失真，不能反映促销费用的真实效果。

7. Many companies, when calculating promotional expenses, often do not include the gifts allocated by higher-level authorities, such as gift items, promotional materials, and so on. This will distort the promotional expenses and fail to reflect the true effects of the promotional expenses.

8. 活动目的：培养忠实顾客，提高顾客忠诚度，提高门店销售额，同时增加企亲各力，树立优良企业形象。

8. Activity Objective: Cultivate loyal customers, enhance customer loyalty, increase store sales, and simultaneously boost the corporate strength, as well as establish an excellent corporate image.

9. 刘邦对别人，乃至自己亲人的这一股狠劲，又超越了无数竞争者。

9. Liu Bang's resolute and fierce attitude towards others, even his own relatives, surpassed countless competitors.

10. 甲、乙两市场每月销售分别徘徊在15万、5万元左右，为提升业绩，销售主客决定对每个市场均投入2万元组织一场推广活动。经过精心策划、实施后：

10. Market A and Market B have monthly sales hovering around 150,000 yuan and 50,000 yuan respectively. In order to boost sales performance, the sales managers have decided to invest 20,000 yuan in a promotional event for each market. After careful planning and implementation:

11. 环境变化或者给企业带来可以利用的市场机会，或者给企业带来一定的环境威胁。企业能否从中发现并抓住有利于企业发展的机会，避开或减轻不利于企业发展的威胁，就成为企业营销的一个首要问题。

11. Environmental changes may either bring market opportunities that can be utilized by enterprises, or present certain environmental threats to them. Whether an enterprise can identify and seize opportunities that are favorable for its development and avoid or mitigate threats that are unfavorable becomes a primary issue in the enterprise's marketing strategy.

12. 居民储蓄及消费信贷。当消费者的收入一定时，储蓄数量越大，现实支出数量就越小，从而影响企业的销售量。同时，居民储蓄越多，潜在购买力越强。因此，市场营销人员必须了解影响居民储蓄的诸因素，还应了解消费者储蓄目的的差异。以便准确地预测消费需求发展趋势和发展水平，寻求新的市场机会。

12. Residential savings and consumer credit. When consumers' income is fixed, the larger the amount of savings, the smaller the amount of actual expenditure, which in turn affects the sales volume of enterprises. At the same time, the more savings the residents have, the stronger the potential purchasing power. Therefore, marketing personnel must understand the various factors that influence residential savings, as well as the differences in the purposes of consumer savings. This is in order to accurately predict the development trend and level of consumer demand, and to seek new market opportunities.

13. 缺 点：无法体现促销对企业利润的贡献情况

13. Disadvantage: Cannot reflect the contribution of promotions to the company's profits.

14. 乙市场当月实现12万元销售额，增量回报比为：1－2÷（12－

14. In the 14th market, the sales revenue achieved in that month was 120,000 yuan. The incremental return ratio is: 1 - 2 / (12 - 2).

15. 项羽顿时无计可施。

15. Xiang Yu was suddenly at a loss for what to do.

16. 社会文化环境主要是指一个国家、地区或民族的传统文化，如风俗习惯、伦理道德观念、价值观念等。传统文化是经过千百年逐渐形成的，它影响和制约着人们的行为，包括消费行为。市场营销者在产品和商标的设计、广告和服务的形式等方面，要充分考虑当地的传统文化，要研究不同社会阶层和相关群体的需求特点和购买者行为。由于不同社会阶层需求不同，各种档次、各种类型的产品都有一定的市场。

16. The social and cultural environment mainly refers to the traditional culture of a country, region, or ethnic group, such as customs, ethical and moral concepts, and values. Traditional culture has been formed over thousands of years and it influences and restricts people's behavior, including their consumption behavior. Marketers in product and brand design, advertising, and service formats should fully consider the local traditional culture, and study the demand characteristics and buying behavior of different social strata and related groups. Due to the different demands of different social strata, various grades and types of products have a certain market share.

17. 很通透的一段话：“不要脸不要命，走出一切心理疾病。焦虑是你太想要掌控，抑郁是你太想要成功，强迫是你太想要完美，疑病是你太想要长生，社恐是你太想要认同。

17. A very transparent statement: "Lack of face and life, and you can overcome all psychological diseases. Anxiety is because you want to control too much, depression is because you want to succeed too much, obsession is because you want to be perfect too much, hypochondria is because you want to live forever, and social anxiety is because you want to be recognized too much."

18. 减轻策略。就是企业通过改变营销策略，以减轻环境威胁的程度。如以扩大销售来减轻成本的上升。

18. Mitigation Strategy. This refers to the strategy adopted by enterprises to change their marketing strategies in order to alleviate the extent of environmental threats. For example, by expanding sales to mitigate the rising costs.

19. 通过以下分析可知甲市场投入2万元费用仅带来0165万元的毛利增量回款，远低于乙市场。因此，乙市场的促销效果优于甲市场。

19. The analysis shows that the investment of 20,000 yuan in Market A only brought in an increase of 165,000 yuan in gross profit, which is significantly lower than that of Market B. Therefore, the promotional effect in Market B is superior to that in Market A.

20. 活动时间：2003年3月22日-2003年4与20日

20. Activity Time: March 22, 2003 - April 20, 2003

21. 总体环境又叫宏观环境，是由一些大范围的社会约束力量构成的，包括政治、经济、社会文化、法律和科技状况，可细分为人口环境、经济环境、自然环境、技术环境、政治环境和社会文化环境。

21. The overall environment, also known as the macro environment, is composed of some broad social constraints forces, including political, economic, socio-cultural, legal, and technological conditions. It can be further divided into several sub-environments: population environment, economic environment, natural environment, technological environment, political environment, and socio-cultural environment.

22. 对消费者支出的分析，有助于企业了解目标市场的需求特点，把握市场机会，确定市场营销策略。

22. Analysis of consumer expenditures helps businesses understand the characteristics of demand in the target market, grasp market opportunities, and determine marketing strategies.

23. 从增量回报比来看，乙市场的促销效果优于甲市场。

23. From the perspective of incremental return ratio, the promotional effect in Market B is superior to that in Market A.

24. 刺激源头策略：所谓刺激源头策略，就是将消费者视为营销的源头，通过营销活动，不断地刺激消费者购买需求及欲望，实现最大限度地服务消费者的策略。

24. Stimulus Source Strategy: The so-called stimulus source strategy refers to the approach of treating consumers as the source of marketing, continuously stimulating their purchasing demand and desire through marketing activities, and achieving the strategy of maximizing the service to consumers.

25. 适用条件：适用成熟市场推广、多产品组合促销。

25. Applicable Conditions: Applicable to mature market promotion and multi-product portfolio promotion.

26. 媒体组合策略：媒体组合策略就是将宣传品牌的各类广告媒体按适当的比例合理地组合使用，刺激消费者购买欲望，树立和提升品牌形象。

26. Media Mix Strategy: The media mix strategy refers to the rational combination and use of various advertising media for promoting a brand, in appropriate proportions, to stimulate consumer purchase desires and establish and enhance the brand image.

27. 附3：“最忠诚的客”活动 培养最忠诚的顾客，必须让顾客对我超市的信任度很高，很愿意来我超市购物。用“最忠诚顾客卡”主要是为了抓住顾客的回头率，培养一批稳定的消费群体 在这一个月购物累积满500元者再加5元就可获得200ml飘柔洗发水一瓶并可以成为我超市最忠诚的顾客，可获得“最忠诚的顾客”卡一张。最忠实顾客参加2003年4月27日“忠实顾客联谊会”主题PARTY 我们将聆听你宝贵的意见和建议，以便为您提供更好的服务 现场抽奖（从中固定抽出5名，奖价值100左右的礼品） 精彩礼品（凡参加联谊会的忠实顾客均可获得价值20元左右的礼品）

27. Appendix 3: "The Most Loyal Customer" Campaign To cultivate the most loyal customers, it is essential to ensure that customers have a high level of trust in our supermarket and are willing to shop here. The "Most Loyal Customer Card" is primarily used to capture customer repeat visits and cultivate a stable consumer group. Those who spend a cumulative total of 500 yuan in this month can receive a 200ml bottle of Pears shampoo for an additional 5 yuan and become the most loyal customers of our supermarket, thus qualifying for a "Most Loyal Customer" card. The most loyal customers are invited to participate in the "Loyal Customer Association" themed PARTY on April 27, 2003. We will listen to your valuable opinions and suggestions to provide you with better service. There will be a live draw (5 winners will be selected at random, each receiving a gift worth about 100 yuan) and exciting gifts (all loyal customers who attend the association will receive a gift worth about 20 yuan).

28. 对抗策略。就是诬蔑图限制或扭转不利因素的发展，如通过各种方式促使（或阻止）政府通过某种法令或达成某种协议，或制定某项策略来抵制不利因素的影响。

28. Counter-strategy. This refers to smearing and attempting to limit or reverse the development of unfavorable factors, such as through various means to encourage (or prevent) the government from enacting certain legislation or reaching certain agreements, or to formulate strategies to resist the impact of unfavorable factors.

29. 价格适众策略：价格的定位，也是影响营销成败的重要因素。对于求实、求廉心理很重的中国消费者，价格高低直接影响着他们的购买行为。所谓适众，一是产品的价位要得到产品所定位的消费群体大众的认同；二是产品的价值要与同类型的众多产品的价位相当；三是确定销售价格后，所得利润率要与经营同类产品的众多经营者相当。

29. Strategy of affordable pricing: The positioning of prices is also a significant factor affecting the success or failure of marketing. For Chinese consumers who place a strong emphasis on practicality and affordability, the price level directly affects their purchasing behavior. The term "affordable" refers to three aspects: first, the product's price range should be recognized by the general public within the target consumer group; second, the product's value should be comparable to the price levels of many similar products; third, after determining the sales price, the profit margin should be similar to that of many operators dealing with similar products.

30. 通过这次活动不仅可以得到促销作用又可对我超市的忠诚顾客进行一次彻底的调查。有了这份顾客调查报告后，可长期与顾客沟通（如过年、过节向顾客电话问候节日或不定时制作温馨卡，寄予顾客），可稳定顾客对超市的忠诚度，培养一大批稳定的消费者，既可以提高企业的知名度，也对超市发展也有着很大的影响。

30. This event not only serves as a promotional tool but also allows for a thorough survey of our supermarket's loyal customers. With this customer survey report, we can maintain long-term communication with customers (such as sending holiday greetings via phone calls during the New Year or festivals, or periodically creating warm greeting cards to send to customers), which can stabilize customer loyalty to the supermarket, cultivate a large number of stable consumers, improve the company's reputation, and have a significant impact on the development of the supermarket.

31. 有关政策对企业市场营销活动的影响。这些政策包括：人口政策、就业政策、能源政策、物价政策、财政金融与货币政策等。

31. The impact of policies on corporate marketing activities. These policies include: population policies, employment policies, energy policies, price policies, fiscal and monetary policies, etc.

32. 乙市场当月实现12万元销售额，投入产出比为：2万÷12万＝1667%

32. In the B market, the sales revenue achieved in that month was 120,000 yuan, with an input-output ratio of: 20,000 ÷ 120,000 = 1,667%

33. 效益增量回报比评估法优点：能充分体现促销资源的真正价值，为以后促销找出主攻方向。

33. Advantages of Incremental Return on Investment Evaluation Method: This method can fully reflect the true value of promotional resources and identify the main direction for future promotions.

34. 、有部份客户在促销期内购进较大数量的产品，由于滞销或其他私人原因，容易出出退货现象（尽管大部分企业在实施促销时都会注明不允许退货），因此，建议除加强控制外，应根据历史经验预提退货损失，并将其列入促销费用。

34. Some customers purchase large quantities of products during the promotional period. Due to unsold products or other personal reasons, there is a tendency for them to return the goods (although most enterprises will specify that returns are not allowed when implementing promotions). Therefore, in addition to strengthening control, it is recommended to anticipate potential return losses based on historical experience and include them in the promotional expenses.

35. 适用条件：适用市场维护、市场阻击、深度开发等，适用于单一产品或产品毛利率相差不大的促销活动评估。

35. Applicable Conditions: Applicable to market maintenance, market intervention, and in-depth development, etc., suitable for the evaluation of promotional activities for single products or promotional activities with little difference in product gross profit margins.

36. 一般包括党和政府的各项方针、路线、政策的制定和调整对企业市场营销的影响。

36. Generally includes the impact of the formulation and adjustment of the party and government's various policies, guidelines, and strategies on corporate marketing.

37. 在楚汉战争的时候，父亲和老婆成为项羽的俘虏。项羽把他的老父亲绑在柱子上，下面放着煮沸的油锅，项羽朝他喊话：如果你不投降，当着你的面，煮你的父亲！

37. During the Chu-Han War, my father and wife were captured by Xiang Yu. Xiang Yu tied his elderly father to a pillar, with a pot of boiling oil underneath. Xiang Yu shouted to him: If you do not surrender, in front of you, I will cook your father!

38. 利用新技术改善服务，提高企业的服务质量和效率；

38. Utilizing new technology to improve services, enhance the quality and efficiency of corporate services.

39. 现身说法策略：现身说法策略就是用真实的人使用某种产品产生良好效果的事实作为案例，通过宣传手段向其他消费者进行传播，达到刺激消费者购买欲望的策略。通常利用现身说法策略的形式有小报、宣销活动、案例电视专题等。

39. Testimonial Strategy: The testimonial strategy is to use the fact that a real person has achieved a good effect using a certain product as a case, and then spread it to other consumers through promotional means to stimulate the purchase desire of consumers. The forms of using the testimonial strategy usually include small newspapers, promotional activities, case TV specials, and so on.

40. 促销活动的关键在于事前计划、费用预算、事中控制。效果评估只是用于对活动结束后的总结，目的是为以后开展促销活动提供可资借鉴的经验与教训。

40. The key to promotional activities lies in advance planning, cost budgeting, and on-site control. The effectiveness evaluation is only used for summarizing the activities after their conclusion, with the purpose of providing reference experiences and lessons learned for future promotional activities.

41. 投入产出比评估法的优 点：简洁、直观

41. The advantages of the input-output ratio evaluation method: concise and intuitive.

42. 以超市营销为例，随着超市不断发展,竞争日趋激烈,也更加成熟和规范。在这样的市场中, 选择科学合理的市场营销战略尤为重要,而作为一种实用工具,SWOT 分析法在超市市场营销中的应用有着重要的意义。

42. Taking the supermarket marketing as an example, with the continuous development of supermarkets, competition has become increasingly fierce, and the market has also become more mature and standardized. In such a market, choosing a scientific and reasonable marketing strategy is particularly important. As a practical tool, the application of SWOT analysis method in supermarket marketing has significant importance.

43. 利用新技术，提高管理水平和企业营销活动效率；

43. Utilize new technologies to improve management levels and the efficiency of corporate marketing activities.

44. 甲市场当月实现20万元销售额，投入产出比为：2万÷20万＝10%

44. In the current month, Market A achieved a sales revenue of 200,000 yuan, with an input-output ratio of: 20,000 yuan ÷ 200,000 yuan = 10%

45. 单一诉求策略：单一诉求策略就是根据产品的功效特征，选准消费群体，准确地提出最能反映产品功效，又能让消费者满意的诉求点。

45. Single诉求 strategy: The single诉求 strategy refers to selecting the appropriate consumer group based on the product's efficacy characteristics, accurately proposing a诉求 point that best reflects the product's efficacy and also satisfies the consumers.

46. 市场营销环境，泛指一切影响、制约企业营销活动最普遍的因素，这些因素既广泛又复杂，我们把它分成总体环境和个体环境两大类。

46. The marketing environment, generally referring to the most common factors that affect and restrict a company's marketing activities, is both extensive and complex. We categorize these factors into two major types: the overall environment and the individual environment.

47. 刘邦嬉皮笑脸：快煮吧！别忘了分我一杯肉汤喝，我也想尝一尝人肉汤是啥个滋味。

47. Liu Bang with a playful smile: Hurry up and cook! Don't forget to give me a cup of meat soup to drink, I also want to taste what human meat soup tastes like.

48. 你想要逆风翻盘，逆天改命，就必须卯足全部力量和命运交手，你不打败他，他就碾压你，你不超越他，他就折腾你。

48. If you want to turn the tide and change your destiny against the odds, you must put all your strength and fate into the battle. If you don't defeat him, he will crush you; if you don't surpass him, he will trouble you.

49. 缺点：计算过程较为复杂、基层业务员通常无法知道各产品毛利率。

49. Drawback: The calculation process is relatively complex, and frontline business staff usually do not know the gross profit margin of each product.

50. 终端包装策略：所谓终端包装，就是根据产品的性能、功效，在直接同消费者进行交易的场所进行各种形式的宣传。终端包装的主要形式：一是在终端张贴介绍产品或品牌的宣传画；二是在终端拉起宣传产品功效的横幅；三是在终端悬挂印有品牌标记的店面牌或门前灯箱、广告牌等；四是对终端营业员进行情感沟通，影响营业员，提高营业员对产品的宣传介绍

51. 网络组织策略：组织起适度规模而且稳定的营销队伍，最好的办法就是建立营销网络组织。网络组织策略，就是根据营销的区域范围，建立起稳定有序的相互支持协调的各级营销组织。

50. Terminal Packaging Strategy: Terminal packaging refers to various forms of promotion carried out at the place where direct transactions with consumers take place, based on the performance and efficacy of the product. The main forms of terminal packaging include: 1) posting promotional posters or banners introducing the product or brand at the terminal; 2) hanging banners at the terminal to promote the efficacy of the product; 3) hanging signs or light boxes with brand logos or advertising boards at the storefront or entrance; 4) engaging in emotional communication with the terminal sales staff to influence them and improve their promotional efforts regarding the product. 51. Network Organization Strategy: The best way to organize a moderately sized and stable marketing team is to establish a marketing network organization. The network organization strategy involves establishing stable and orderly marketing organizations at various levels, with mutual support and coordination, based on the marketing area scope.

52. 面对环境对企业可能造成的威胁，企业常用的方法有三种：

52. In the face of potential threats to businesses from the environment, there are three commonly used methods by businesses:

53. 功效优先策略：国人购买动机中列于首位的是求实动机。任何营销要想取得成功，首要的是要有一个功效好的产品。因此，市场营销第一位的策略是功效优先策略，即要将产品的功效视为影响营销效果的第一因素，优先考虑产品的质量及功效优化。

53. Performance Priority Strategy: In the motivation of Chinese consumers, the pragmatic motivation ranks first. For any marketing to achieve success, the most important factor is to have a product with good performance. Therefore, the top strategy in marketing is the performance priority strategy, which means that the product's performance should be considered as the first factor affecting the marketing effect, and priority should be given to the product's quality and performance optimization.

54. 严格来说，边际效益法不是促销效果评估方法，而是一种对促销活动的推理手段。主要用于促销资源预算、 费用分配及备选促销方案的选择。

54. Strictly speaking, the marginal benefit method is not a promotional effectiveness evaluation method, but a means of reasoning for promotional activities. It is mainly used for promotional resource budgeting, cost allocation, and the selection of alternative promotional programs.

55. 市场营销环境对企业营销活动的影响具有动态性、强制性和不可控性的特点。一般来说，企业营销管理者无法摆脱和控制营销环境的影响，只能主动适应营销环境的变化，即随机应变；也难以准确无误地预见营销环境未来的变化，但是可以通过设立预警系统，追踪不断变化的环境，及时改变策略。

55. The impact of the marketing environment on corporate marketing activities is characterized by dynamism, coercion, and uncontrollability. Generally speaking, corporate marketing managers cannot escape or control the influence of the marketing environment; they can only actively adapt to the changes in the marketing environment, that is, to be flexible and adaptable; it is also difficult to accurately predict the future changes in the marketing environment, but it is possible to set up early warning systems, track the ever-changing environment, and change strategies in a timely manner.

56. 个体环境又叫微观环境，是指与企业的营销活动直接发生关系的组织与行为者的力量和因素，可细分为企业内部环境、企业的供应者、营销中介、顾客、竞争对手、社会公众等。

56. Individual environment, also known as the microenvironment, refers to the forces and factors of organizations and actors that have direct relationships with the marketing activities of a company, which can be further divided into the company's internal environment, suppliers of the company, marketing intermediaries, customers, competitors, and the general public.

57. 销售增量回报比评估法的优 点：体现促销资源对销售增长的贡献情

57. The advantages of the Incremental Return on Sales Ratio Evaluation Method: Reflects the contribution of promotional resources to sales growth.

58. 适用条件：没有市场基础，或市场基础非常薄弱，重新启动市场及新产品导入期。

58. Applicable conditions: lack of market foundation, or a very weak market foundation, for restarting the market and the introduction period of new products.

59. 人生就是一个攻坚克难的过程。

59. Life is a process of overcoming difficulties and challenges.

60. 消费者市场细分有两个基础：消费者特征和消费者反应。对消费者市场细分的主要细分变量有地理细分（国家、州、地区、县、城镇、街道），人文统计学细分（年龄、家庭人数、家庭生命周期、性别、收入、职业、教育、宗教、种族、代沟、国籍、社会阶层），心理细分（生活方式、个性）和行为细分（时机、利益、使用者地位、使用率、忠诚状况、购买者准备阶段、态度）这些变量可以单独使用，也可以结合起来应用。行业市场除了应用这些变量以外，还有经营变量、购买方法和环境因素。为了使细分有实用价值，市场细分必须考虑可衡量性、足量性、可接近性、差异性和行动可能性。

60. Consumer market segmentation has two bases: consumer characteristics and consumer responses. The main variables for consumer market segmentation include geographic segmentation (country, state, region, county, town, street), demographic segmentation (age, family size, family life cycle, gender, income, occupation, education, religion, race, generational gap, nationality, social class), psychographic segmentation (lifestyle, personality), and behavioral segmentation (timing, benefits, user status, usage rate, loyalty, buyer readiness stage, attitude). These variables can be used individually or combined. In addition to these variables, the industry market also considers operating variables, purchasing methods, and environmental factors. To make segmentation practical, market segmentation must take into account measurability, sufficiency, accessibility, differentiation, and action possibility.

61. 甲市场当月实现20万元销售额，增量回报比为：1－2÷（20－

61. In the current month, Market A achieved a sales revenue of 200,000 yuan, and the incremental return ratio is: 1 - 2 / (20 - 2÷100).

62. 新技术的出现对人民生活方式带来的变化及其由此对企业营销活动可能造成 影响；

62. The emergence of new technologies and the changes they bring to people's lifestyles, as well as the potential impact this may have on corporate marketing activities.

63. SWOT是由优势(Strengths)，劣势(Weaknesses)、机遇(Opportunities)、威胁(Threats)第一个英文字母构成，SWOT分析方法已成为目前最常用的企业内外部环境战略因素综合分析方法，。

63. SWOT is an acronym composed of the first letters of Strengths, Weaknesses, Opportunities, and Threats. The SWOT analysis method has become one of the most commonly used comprehensive analysis methods for strategic factors of both internal and external environments in enterprises.

64. 市场营销的经济环境主要是指企业市场营销活动所面临的外部社会经济条件（具体来说，主要是指社会购买力）。影响购买力水平的因素主要是消费者收入、消费者支出、消费信贷及居民储蓄、币值等因素，而消费者的收入水平是影响企业市场营销的最重要的因素。

64. The economic environment in marketing mainly refers to the external social and economic conditions that enterprises face in their marketing activities (specifically, mainly referring to social purchasing power). The factors that affect the level of purchasing power include consumers' income, consumer expenditure, consumer credit, residents' savings, and currency value, among others. The level of consumers' income is the most important factor affecting enterprise marketing.

65. 营销人员对文化环境的研究，一般从以下几个方面入手：教育状况、宗教信仰、生活方式、风俗习惯、价值观念、审美观念、亚文化群等。

65. Marketing personnel generally approach the study of the cultural environment from the following aspects: educational status, religious beliefs, lifestyle, customs and habits, values, aesthetic concepts, subcultural groups, etc.