Unit4

MarketAnalysis

从改革开放到经济奇迹Reformandopening-uptoeconomicmiracleAmeetingheldin1978wasaturningpointinChinaseconomicdevelopment,becauseitdecidedtoreorientthefocusoneconomicdevelopmentbylaunchingreformandopening-up.Thusaneweconomicsystemstartedtakingshape.AlthoughSOEs(国企)remainedthemainstay,diverseformsofbusinessesdevelopedtogether.?Bytheendof2020,morethan770millionpeoplehadbeenliftedoutofpoverty,andChinahadbuiltamoderatelyprosperoussocietyinallrespects.?Asaresult,theChinesepeopleareleadingbetterlivestoday.?Underthebigvisionandbroadguidanceofthereformandopeninguppolicies,Chinahasachievedwhathasbeenrightlycalledaneconomicmiracle.Atthesametime,itisalsofacingmoreintensemarketcompetition.Howtoknowyourcompetitorsandbefullypreparedinthefiercemarketcompetition?

Unit4MarketAnalysisUnitOverviewBystudyingthisunit,youareexpectedto:learnsometermsandbasicsofmarketanalysis;knowhowtodoaSWOTanalysisforacompany;knowhowtopositionacompanyanditsproductsbasedonmarketanalysisreports;knowhowtocustomizeprice;writeasimpleproductreport.

ContentsLead-inReadingAReadingBListeningCommunicationProjectWritingMoralReflections

1.SWOT:__________,__________,__________,__________2.SCP(Model):__________,__________,__________3.STP:_____________,__________,__________4.PEST(Analysis):__________,__________,__________,__________Unit4MarketAnalysisstrengthweaknessopportunitythreatstructureconductperformancesegmentationtargetingpositioningpoliticaleconomicsocialtechnologicalThefollowingareabbreviationsofsometermsonmarketanalysis.Pleasewritethefullnameofthem.Task112Task

1.marketshare ________________2.existingmarket ________________3.targetmarket ________________4.marketsegmentation ________________5.marketresearch ________________6.productpositioning ________