The difference between macro and micro is that the research object is different and the micro research object is single. The macro research object is the whole;
The research methods are different, and the microscopic research method is quantitative analysis. The macro research method is overall analysis;
The problem to be solved is different. The micro-level problem is the problem of resource allocation, and the macro-level problem is to study the problem of resource utilization within the social scope on the premise of resource allocation.
The basic assumptions are different. The basic assumption of microeconomics is that the market is clear, completely rational and fully informed, and the "invisible hand" can freely adjust and optimize the allocation of resources; Macroeconomics assumes that the market mechanism is imperfect, and the government has the ability to adjust the economy and correct the defects of the market mechanism through the "visible hand".
Macro environmental analysis includes the contents of macro environmental analysis:
1. Population environment: population quantity analysis, population structure analysis and population distribution analysis.
2. Economic environment: consumer income analysis, consumer expenditure analysis, consumer savings analysis and consumer credit analysis.
3. Political and legal environment: analysis of political and legal environment.
4. Cultural environment: analysis of education, religious beliefs, values and consumption customs.
5. Natural environment: analysis of increasing shortage of natural resources, analysis of increasing environmental pollution, and analysis of increasing government intervention.
6. Science and technology environment: the development of science and technology promotes the adjustment of social and economic structure, changes consumers' buying behavior, affects the innovation of enterprise marketing mix strategy, and promotes the modernization of enterprise marketing management.
What factors does microenvironment include? Micro-environment includes suppliers, marketing agents, consumers, competitors, the public, the internal environment of enterprises and other factors.
Within the enterprise organization, marketing organization and marketing personnel are the core, and other organizations and personnel constitute the internal environmental factors of enterprise marketing. Micro-environmental factors have a direct impact on the marketing activities of enterprises. Micro-marketing environment refers to the sum of various forces and factors that are closely related to enterprises and directly affect their marketing ability and efficiency.