Marketing评估微软新产品进入中国的变量(DOC 35页)

Summary……………………………4
1.0Introduction....8
1.1 Authorisation and Aim of the Report....8
1.2 limitations....8
1.3 Scope....8
2.0 Background....9
2.1 Background of Microsoft Corporation....9
2.2Background of the Windows 8 Operating System....9
2.3Why Choose China....10
3.0 Environment Analysis....11
3.1 Economic Environment Analysis....11
3.1.1Stage of Market Development....11
3.1.2 Macroeconomic Conditions....11
3.1.3Market Size Analysis....11
3.1.4 Findings and Potential Implications....12
3.2 Political, Legal and Regulatory Environments Analysis....13
3.2.1 Political Environment....13
3.2.2 Legal environment....14
3.2.3Findings and Potential Implications....15
3.3The Social and Cultural Environments Analysis....16
3.3.1 The Social and Cultural Environments Analysis....16
3.3.2 Findings and Potential implications....17
3.4 Technological Environment Analysis....17
3.4.1 Technological Environment Analysis....17
3.4.2Findings and Potential implications....18
3.5Contemporary Environmental Considerations Analysis....19
3.5.1Contemporary Environmental Considerations Analysis....19
3.5.2Findings and Potential implications....20
3.6 Competitive environment analysis....20
3.6,1 Introduction of Competitive environment....21
3.6.2Industry analysis....21
3.6.3Analyzing competitors....22
3.7 Internal evaluation....23
3.7.1Resource-based View of the Firm....23
3.7.2 Competitive strength assessment....23
4.0 Conclusion....25
List of references....27
Appendics
Appendix 1: Per capita of GNI in China in 2010....28
Appendix 2: Three major industries in China in 2010....28
Appendix 3: Growth rate of GDP of China in 2010....28
Appendix 4: Balance of payments of China in 2010....29
Appendix 5: CPI of China....30
Appendix 6: Market share of Windows in China in2012....30
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