Macro-environment and Micro-environment for the Development of School Tourism Specialty

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, mainly including enterprises themselves, suppliers, marketing intermediaries, consumers, competitors and the public. Because these environmental factors have a direct impact on the marketing activities of enterprises, it is also called direct selling environment. Macro-marketing environment refers to the factors that enterprises can't directly control, and it is a series of huge social forces that affect the marketing ability and efficiency of enterprises by influencing the micro-environment, including population, economy, politics and law, science and technology, social culture, natural ecology and so on. Because these environmental factors have an indirect impact on the marketing activities of enterprises, it is also called indirect marketing environment. The relationship between micro-marketing environment and macro-marketing environment is not parallel, but master-slave relationship. The micro-marketing environment is subject to the macro-marketing environment, and all factors in the micro-marketing environment are influenced by various forces and factors in the macro-marketing environment.