PAPER - The marketing research The demographical...

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The marketing research The demographical environment: Nantong is a modern big city, which lives in the north of Yangtze River in Jiangsu province. According to the survey in 2009, the population of Nantong totaled 7,630,000. The birth rate from 6.77 per thousand in the fifth census to 2009 had lowered 6.24 per thousand. And the dead rate was7.75 per thousand. Also, the rate of natural increasing was -1.51 per thousand in 2009. In addition, the gender ratio of total population attained 91.71. The density of population was 953 people per square kilometer. ( the demographical environment ) The gender of population: Population Valid Percept Valid Male 3650000 47.8% Female 3980000 52.2% Total 7630000 100% The age of population: Segment Valid percent Valid 1 to 14 17.3% 15 to 65 70.3% 65 and over 12.4% Total 100% The Location of population: Distribution Population Valid percent Valid Urban 3760000 49.3% Rural 3870000 50.7% Total 7630000 100% The Education of population:
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Degree Valid percent Valid Middle school 34.8% High school 12.6% College school 2.7% Illiterate and semi-illiterate 49.9% Total 100% The economic environment: Recently in Nantong, the living level of people has raise continuously. And more and more people have reached the well off level with the increase in the income of people. The annual per capita disposable income of people who lives rural area is 9,914RMB, but the urbanite’s income is 21,825RMB. The per capita disposable income from 18,903 RMB in 2008 to 19,469 RMB in 2009, which has increased 11.0% than last year. Moreover, with the increasing of economic, people pursue the greater quality of life. People pay more attention to how to bring children up better rather than how many children they will deliver. Parents take the quality of children more seriously than the quantity of children. Now the cumulative rate of one child in every family has approximately increased to 90%. (The economic environment) The other environment: The natural environment: There are abundant raw materials in Jiangsu province. There are three large Iron-steel companies: XINGCHENG STEEL, SHA GANG, and NAN GANG. These three companies are not very far from Nantong, which can supply plentiful iron resources for this product with the convenient traffics. In addition, there are lots of timber markets around Nantong, and some large timber markets in Taicang, Xuzhou, and Lianyungang. These markets can offer their
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rich woods resources to this product. ( the natural environment ) Target markets: The main target market-----boarding schools: After 2007, Nantong has developed swiftly and violently, and the whole quality of people should be improved. Therefore, it’s necessary for the government to establish more high schools and college schools to make more people accept high education. Now there are more than 30 boarding schools and 765,200 boarding students. What’s more, with the development of the education cause, more and more boarding schools are built in recent
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PAPER - The marketing research The demographical...

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