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

of races other than white in every decade in the 20th century.

黑人都是其他非白人的種族在人口組成中比例最高的

but in the West each of the races

但在西部，非白人的其他種族的

other than white represented the largest share

從20世紀開始到結束都一直是人口組成中比例

during the twentieth century. so again

最高的。所以，再來

where in the United States --

當在美國

if you're marketing a product

你是某個產品的行銷員

targeted to a specific race

正瞄準某個特定的種族

or Hispanic origin -- where will these people be living?

或者說西班牙裔，他們會住在哪？

look at the number of

看看美國1980到2000年間

Hispanic of any race between 1980 and 2000. in the United States it

西班牙裔（或其他任一種族）的人口數字都是

more than doubled. in just 20 years

成長兩倍以上。而僅僅20年時間

the number of Hispanices in the United States have doubled.

在美國的西班牙裔人口就成長了兩倍

by the end of the century

在本世紀末前

three-state --California Hawaii

有三個州，加州、夏威夷州

New Mexico-- had a

以及新墨西哥州，會有

majority minority populations. in other words the majority

一個以少數民族為主的人口結構。換句話說就是主要的人口

population previously was considered

結構會是

a minority but now when you look at all the minorities

所謂的少數族群，但現在當你把所有少數族群人數

together the states have more

加總起來，剛剛說的那三個州

minority populations than

會有以比非少數族群更多的少數族群

non-minority populations so we're seeing a huge shift

所組成的人口結構，所以我們在這個國家裡

in racial diversity beyond

看見種族多樣性這個類別中

white throughout the country.

有巨幅的移轉

let's look at what's happening to American households. again, the

我們來看美國家戶人口組成的變化。

same source of information.

用同樣的一份資訊來看

in 1902 -- 100 years or more ago --

在1902年，100多年前

the most common household contained seven or more people.

最常見的家戶人口組成會是七個或以上的人數

from 1940 to 2000

從1940到2000年

it contains two people. so one of the things we're seeing is

就變成兩個人。所以從這裡頭可以看見的其中一件事情

fewer people living in household together.

就是家戶人數減少

again this affects the way products and services are marketed.

而這也會影響到產品和服務的行銷策略

I think in grocery stores you see increasing numbers of

我認為你會看到在雜貨市場的

single-serving packages.

一人份包裝變多

in 1900 nearly half the US population lived in households of

在1900年美國幾乎一半的人口都生活在

6 more people. by 2000, more than half

家戶人數六人以上的家庭中。到2000年時，超過半數

lived in households of one, two or three people.

的人會生活在家戶人數只有一個、兩個或三個的家庭中

so we're seeing smaller household size. let's look at what happens to the type of

所以我們會看見更小的家戶人數。我們來看住在這樣類型的

people

家戶人口數的

living in those households. between 1950

人們有什麼變化。在1950年到

and 2000, married couple

2000年間，結婚的家戶數

household declined from more than

減少超過

3/4 our household -- 78 percent all households

四分之三，而在1950年時78%

in 1950 comprised of a married couple.

的家戶組成為一對結婚的夫婦

and in 2000 just over one

而到了2000年就只有

half of all households were comprised of

全部家戶數的一半由

a married couple.

一對夫妻組成

in 1950 people

在1950年代

living alone represented one of every 10 households.

在每十個家戶中就有一戶是一人獨自生活

by 2000 people living

到了2000年獨居的人數

alone -- one-person households -- were one

也就是一人家戶，會是每四個家戶

of every four households. again we're seeing

就會有一個的比例。我們再次看到一個

shift towards smaller numbers of people

朝向更少人的組成的家戶的移轉

living in households and even increasing numbers

且甚至一人家戶

of one person households.

數量的增加

between1960 to 2000 women

在1960到2000年間65歲以上

age 65 and over accounted for 27

由女性組成的一人家戶比例為27%

to 33 percent of one-person household

到33%

but just five to six percent of the total population.

但只佔總人口結構的五到六個百分點

so we're seeing that older people living alone

所以我們會看見老年獨居的

tend to be female.

大多會是女性

female householders were 1 every 5

在1970年代，女性管家的比例是

in 1970. by 2000, female householder

百分之20，到了2000年時，女性管家

are 36 percent -- 1 of every 3.

比例為36%，即約三個中有一個。

its interesting too

而下面的現象也很有趣

that male family householders with no wife present

無妻子的男性主掌家庭卻有孩子的比例

became increasingly likely to have children present in their household -- the

逐漸增加

mister mom concept.

也就是奶爸的概念出現

so again what we're looking at here

所以，再一次我們看到

is how demographic data --

關於性別、年紀、地理分布、種族以及家戶的

data about the age, gender,

人口結構資料是如何

geographic distribution, race,

影響人們居住在一個地區

household data can affect volume of

的數量

people living in an area and therefore

也因此

the market size

影響特定產品和服務

for particular products and services.