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字幕列表 影片播放

  • in this lesson we're going to continue to talk

    在這堂課當中我們要繼續來談

  • about the environmental analysis part of market

    關於市場感知的環境分析

  • sensing. specifically we're going focus on discussing

    那一塊。我們特別要聚焦在

  • the social, cultural, demographic

    社會、文化、人口結構等面相的環境分析上

  • and global aspects of environmental analysis.

    以及全球化的面相上的環境分析

  • previously

    之前

  • we have reviewed in greater detail

    我們已經回顧了大部分關於

  • the aspect of competition, economic,

    競爭、經濟的

  • regulatory legal and political,

    規範性法規和政治的

  • technological and natural environmental

    科技上和自然環境等

  • aspect of the marketing environment. again today we're going to focus on the

    的行銷環境面相的細節。今天我們要再次地聚焦在

  • social, cultural, demographic, and global

    社會的、文化的、人口結構上的以及全球的

  • aspects the marketing environment.

    行銷環境等面相

  • let's start by defining what we mean by the term

    我們首先以定義何謂人口結構

  • demographic. and demographics simply means that when we look

    來開始。人口結構就是說當我們看一個

  • at a population -- or the people that live in an area --

    人口組成 -- 或者住在同一個區域的人們

  • we look at the characteristics of that populations

    我們會看這群人的組成特色

  • such as their age,

    比如說他們的年紀

  • their gender, their marital status,

    性別、婚姻狀態

  • their ethnic background, their race, their income,

    種族背景、收入

  • where they live. basically we do this

    居住的地方等等。基本上我們最這個

  • because, from a marketing perspective, people might buy

    是因為,從行銷的觀點來看,舉例而言,人們之所以會

  • different deodorants, for example, based upon their gender.

    購買不同的止汗劑,是基於他們的性別不同所致

  • they might shop at different stores based upon whether or not they're married or

    他們可能會在不同的店家消費,不論他們結婚

  • not

    與否

  • or their age. and this allows us to better understand

    或者年紀多大,而這也讓我們能夠對

  • who our customer is. one major source of demographic

    誰是我們的客戶有更好的了解,人口結構資料來源的其中一個主要的管道

  • information is the United States Census Bureau.

    就是美國人口調查局

  • and i'd like to right now look

    而我現在想要播放

  • at this brief video from the Census Bureau

    一支由人口調查局製作的簡短影片

  • as soon as it loads for us....

    等它一下載好就開始播放...

  • my take just a minute here...

    這可能會花幾分鐘...

  • the results from the 2010 census provide us with the unique

    2010年的人口普查結果提供了我們獨特的

  • look in the population broken down by race ethnicity

    方式來看我國由種族、年齡、性別和住居情況

  • age sex and housing status of our country the newest feature on our website

    等繪製成我們網站最新的

  • is an interactive population map which allows you to explore these demographic

    互動式人口地圖,

  • as they pertain to various geographical levels

    藉由獲得從國家整體範圍水平一路到社區鄰居範圍等級

  • starting at a national level and continuing all the way down to the

    等不同的地理水平

  • neighborhood level.

    讓你可以探索這些地方的人口組成

  • city and town planners health agencies

    城市和城鎮的規劃者,健康局

  • the business community local and state governments

    企業、社區、當地以及州政府

  • community organizers and many others use the information provided on this map

    社區組織者和許多其他使用這個地圖上提供的資訊的人們

  • to help them make informed decisions. let's take a look at how the map work.

    做出更加的決策。我們來看看這個地圖是如何運作的

  • first go to 2010 census dot gove

    首先到2010年的人口普查網頁,2010census.gov

  • and click on the see more arrow. here we are on

    然後點選更多資訊的箭頭。就會看到

  • interactive maps home page where we can see the nation's population

    互動式地圖的首頁,在那裡我們可以看到國家的人口分布

  • see the most populated places and gain

    看到人口最多的地區,以及輕易地獲得

  • easy access in the interactive map by clicking on any of the xxx located along

    任何地方的人口資訊,只要在螢幕右手邊互動式地圖上

  • the right hand side of the screen

    點選那個地方的名稱

  • you will be prompted to enter your city and state. once inside the map you will

    只要你鍵入你的城市和州。你會立刻

  • find a range of geographical levels.

    找到你搜尋範圍的地理範圍

  • these levels are provided at the comprehensive way to break the

    這些地理範圍都是經過思考計算過的方式來

  • statistics down into separate usable category.

    劃分成有用的類別

  • the interactive map also displays the total population color-coded by

    這個互動式地圖也顯示了全人口分布的顏色編碼

  • size starting from the least populated states in the lightest colors

    最少人口分布的州

  • and moving through the most populated in the darkest colors.

    一直到人口分布最多的地方依序由顏色最淺到最深標記

  • another unique feature ofthe interactive population Map

    這個互動式地圖的另一個獨特的功能是

  • is that you can compare the total population from state to state.

    你只要在州規模中的點選比較的鈕

  • simply click the compare button within the state box

    就能比較州跟州之前的總人口分布

  • and then click at another location located on the upper right hand side.

    然後在右上方點選另一個地點

  • from here you simply click up on another location

    在此你者要簡單地點選另一個位置

  • and then click compare. you can continue to compare

    然後點選比較。你能夠藉由加入另一個地點的方式同時進行

  • up to five locations by clicking add another location.

    最多五個地點的比較

  • you can easily share this comparison chart by embedding it in your website by

    你可以藉由嵌入的方式很簡單地分享這個比較圖在你的網站中

  • clicking embed

    就只需要在螢幕上

  • on the bottom of the display screen. this feature allows you to share relevant

    點選嵌入的選項。這個特色功能可以讓你分享

  • statistical information with members have your online community.

    有相關性的訊息給你的線上群組的成員們

  • soas you can see the Census Bureau

    所以你可以看到人口調查局的

  • interactive population map is a comprehensive way

    互動式人口組成地圖是一個廣泛性的方式

  • for you to gather current demographic and statistical information

    讓你能夠搜集到不同範圍的

  • on a variety of levels. the census bureau

    當前人口組成以及統計的資訊。人口調查局

  • measuring people, places, and our economy.

    量測人、地點和我們的經濟

  • for more information visit our website.

    如需更多資訊請上我們的網站

  • so..

    好...

  • I hope that just gave me a little bit of perspective of demographics and what kind

    我希望這有給我們對於人口組成的觀點多一點點的了解以及了解你能夠

  • of information

    在人口調查局的網站

  • you can find from the Census Bureau. what I'd like to do now

    能夠找到什麼樣的資訊。現在我要來

  • is to talk to you about what are some

    告訴你關於

  • the changing demographics of the US population.

    一些美國人口組成結構改變的事實

  • and we're going to get this information from the

    以及我們從美國人口調查局得到的

  • US Census Bureau demographic trends in the 20th century

    人口組成結構在20世紀變化趨勢

  • report. and so first we want tolook just purely at the size of the population

    報告。所以首先我們想要單看人口組成的規模大小

  • and where people are living. so let's look at some statistics. again this is

    以及人們居住的地方。所以讓我們來看一些統計數據。再次說明

  • the source

    這是我們所使用的

  • that we're using. the US population

    資料來源。美國的人口

  • more than tripled in the last 100 years.

    在過去一百年已經成長了三倍之多

  • so the US population is growing. but

    所以美國人口正成長中。但是

  • in the last 100 years the center

    過去一百年間美中的人

  • of the US population moved West

    逐漸移往美西和

  • and south. so we're not only seeing

    美國南部。所以我們不只看見

  • growth in population but a shift

    人口的成長,也看到了

  • in where people are living. the South

    人口居住地的遷移。美國南部

  • and West accounted for nearly two-thirds of the US population

    和西部佔了美國將近3分之2的人口數

  • increase from 1900 to 2000

    從1900年到2000

  • in the last 100 years.

    過去的一百年間持續增加

  • in 1950 the US

    美國在1950年代

  • population became predominately

    的人口變成主要由

  • metropolitan and it's become increasingly more metropolitan

    居住在大都會區的人口組成,而在接下來的每個十年間

  • each subsequent decade. in other words we are no longer seen population growth

    而有逐漸增加的趨勢。換句話說我們不再看見

  • in rural areas but we're seeing shifts

    鄉村地區的人口增加但我們看見了

  • to metropolitan areas. interestingly enough

    人口遷移至大都會區域。有趣的是

  • that metropolitan

    大都會的人口

  • growth is mostly in the suburbs

    成長的地區大部分在主要城市

  • of the major cities with little change

    的郊區部分而市中心的

  • in the population living in central city.

    人口只有小幅的變動

  • so again what is this matter to marketing?

    所以,這對行銷到底有什麼重要性?

  • well the more people that live in your potential

    這個嘛,越多的人住在你產品銷售

  • area where you want to sell, the more potential people you have to buy.

    的潛在區域,就會有越多的潛在客戶可能會去買你的東西

  • and if you're located in an area that has few

    而若你的想要銷售的區域

  • people. you're going to have fewer potential

    住的人不多,你就會有比較少的潛

  • customers.

    在客戶。

  • so again from this US Census Bureau demographic trends in the 20th century

    所以再次來看這個美國人口調查局在20世紀的人口趨勢

  • report, we're gonna look this time

    報告,我們這次要來

  • at what's happening to the age and gender

    年紀和性別在美國人口組成中的

  • composition of the US population. so

    變化。所以

  • let's look at. it in at the beginning in this century -- in the nineteen hundreds,

    我們看到。在這個世紀初,1900年代

  • half the population was less than 23

    一半的人口年齡

  • basically years old. but by the century's

    基本上是低於23歲的。但到了

  • end, half of the population was more than 35 years

    這個世紀末之前,半數的人口就會超過35歲

  • old. that's the country's highest

    這是這個國家有史以來年齡達到的最高

  • median age ever so we're seeing

    中位數字,所以我們正在

  • the age of the population shift higher.

    觀察到人口結構的年齡往高齡移動趨勢

  • children under the age of five

    五歲以下的小孩

  • represented the largest five-year age group

    在1950年戰後嬰兒潮

  • in nineteen hundred we had a boomlet

    是在19世紀中五年級距計算範圍中最多人口的

  • the baby boom again in nineteen fifty

    一個群組

  • and but by 2000 the largest

    但到了2000年時

  • five-year age group were 35 to 39 years old

    最多人口的五年級距落在35到39歲

  • and 40- 44 years old which

    以及40到44歲

  • we hear a lot about the baby boom generation those people moving

    我們聽到很多關於戰後嬰兒潮遷移

  • through. so again in terms

    居住地。所以再次

  • age we're seeing people be

    以年紀來看的話,我們看到

  • an more older demographic. during this centure between 1900 and 2000 the

    在1900到2000年之間會有一個比較年長的人口結構

  • population people age 65 in

    也就是人口分布在65歲以上

  • older increased 10 fold.

    的人口增加了10倍

  • it declined for the first time

    這個級距人口首次在1990年代下降

  • in the 1990s due partly to the relatively

    部分是因為1920年代晚期到1930年代早期

  • low number births in the late 1920s and early 1930s

    相對低的出生率

  • but we will see rapid growth

    但我們很快就會在2011年再看到

  • of the population age 65 older will begin again

    65歲以上的人口增加的現象

  • in 2011 when the first of the baby boom generation

    也就是第一批戰後嬰兒潮

  • reaches age 65 and will continue to grow

    到達65歲,且會持續

  • for many years. so we're seeing a population shift --

    好幾年,所以我們會看到人口結構的移動

  • products then that are targeted to older people

    所以針對高齡人口的產品

  • will have more people to sell to. let's think

    銷售就會開始成長。我們來看看

  • about the gender

    關於性別

  • or age. the composition shifted from a majority of

    或者是年紀。大約在1950年中期

  • male population to a majority

    從男性居多的人口結構移轉到

  • female population around mid century

    變成以女性居多的

  • around 1950.

    人口結構

  • the males per females has declined every decade

    每一位女性有幾位男性的數據從1919到1980年範圍件

  • from 1910 to 1980 and then

    每隔十年都持續的下降

  • increase again in the eighties and nineties so we are

    然後在80年代和90年代再度上升

  • no longer a predominantly male

    我們的人口結構已不再是

  • population. we've shifted to

    以男性居多。我們已轉移到

  • a majority female population. again

    女性居多的人口結構。再次提到

  • what we can look at is other types of demographics

    我們能夠看到的是可能會影響到我們商品和服務的需求的

  • that might affect demand for products and services.

    其他的人口結構類型

  • and now let's look at race

    而現在我們來看種族與

  • and Hispanic origin and what's happening to the US population

    西班牙裔的人口結構關係以及美國人口結構的相對

  • there. again we're referencing the same demographic trends report.

    改變。我們再一次地引用那份人口結構趨勢報告

  • from 1900 to 2000

    從1900年到2000年

  • the number of non southern States

    非南方州的人口結構

  • with populations of at least 10 percent races

    從至少有10%的非白人種族

  • other than white increased from

    增加到

  • 20 to 26 so we're seeing

    20到26%,所以我們會看到

  • much diversity in terms of racial diversity

    全國一個以種族多樣性來說

  • spread across the country.

    擁有一個更多樣的人口結構

  • in the northeast, the midwest, and the south

    在東北部,中西部,以及南部地區

  • blacks constituted the largest share of population

    在20世紀每個十年期間