from the marketing point of view, the marketing environment of fast food market is divided into internal environment and external environment. The internal marketing elements of an enterprise in the internal environment include personnel, funds, facilities, equipment, corporate culture, rules and regulations, management level, etc. These environmental factors can be controlled within the enterprise; The external environment consists of the marketing environment outside the enterprise, including the macro environment composed of politics, law, economy, science and technology, social culture, and the micro environment composed of customers, competition, and public relations, which are beyond the control of the enterprise itself.

In the process of planning the target market of fast food, environmental factors have a great influence. Environment includes two aspects, namely, macro environment and micro environment

(1) macro environment

Macro environment refers to the main social forces that bring market opportunities and threats to enterprises, including population environment, political and legal environment, economic environment, academic and technological environment, social and cultural environment and natural environment. These main social forces represent uncontrollable variables in the process of target market planning.

1 population environment

fast food enterprises must pay close attention to the trend of population environment, because the market is made up of people who want to buy Dongliang and have purchasing power, and the more such people, the bigger the market will be. At present, the main trends in population and environment are as follows: (1) The population is growing rapidly, but the birth rate has begun to decline in some developed areas. (2) The trend of population aging is obvious. (3) The floating population in cities and developed areas continues to grow. The study of population environment is helpful for fast food enterprises to determine the accurate target market and open up new market space

2 Political and legal environment < P > Political and legal environment refers to those laws, government agencies and pressure groups that force and influence various organizations and individuals in society. It is also very important for fast food enterprises to pay attention to the political and legal environment in the process of target market planning. China's fast food industry is still in the initial stage of development+there are still many problems. In order to better plan and guide the fast, healthy and orderly development of China's fast food industry, the former Ministry of Internal Trade formulated and promulgated the Outline for the Development of China's Catering Industry in 2117, which specifically pointed out that "the same family should focus on supporting and guiding a number of modern Chinese fast food enterprises with good basic conditions, rapid development and representativeness to develop rapidly, gain experience and promote them, and play a role in demonstrating and promoting the development of the national fast food industry. On the basis of following the principle of market orientation, We should pay attention to strengthening the rational planning and effective guidance for the development of fast food industry in China, and use effective economic, administrative and legal means to avoid the negative effects brought by the spontaneity, blindness and lag of the market itself, and realize the organic composition of the market and the rational allocation of resources. " The Outline also pointed out that "in areas with famous vegetable resources and special customs of food culture, we should organize forces to carry out special development and research according to the requirements of fast food." The support of such policies and regulations has brought a good external development environment to fast food enterprises, especially Chinese fast food enterprises.

3 Economic environment < P > Purchasing power is an important factor that constitutes the market and affects the size of the market, and the purchasing power of the whole market, that is, social purchasing power, is directly or indirectly affected by economic environment factors such as consumer income, price level, savings and credit. Therefore, fast food enterprises must pay attention to the purchasing power of the target market, that is, the trend of the economic environment, and pay attention to the following points: (1) The income of the target market. (2) The consumption and expenditure pattern of the target market. (3) savings and credit situation of the target market population

4 scientific and technological environment

The development of information technology, the innovation of food processing means and the transformation of processing equipment will all provide convenience for fast food enterprises to formulate and expand the target market, so fast food enterprises should pay attention to the changing trend of the world technological environment and strive to absorb advanced technology for their own use and achieve leapfrog development. The equipment of production is one of the main directions for the development of Chinese fast food franchise chains. To meet the requirements of "quality standard", we must get rid of the randomness of manual production and realize the equipment of production, and the equipment of production should be based on the support of science and technology and industry. Comparatively speaking, the success of western-style fast food mainly depends on the advantages of science and technology and productivity. McDonald's found that when the pore diameter of bread is about 5 mm and the thickness is 1.7 cm, it tastes best when chewed in the mouth. When the temperature of Coca-Cola is constant at 4℃, the taste is the best. The thickness of the straw is the most comfortable if you can send the drink into your mouth at the speed of breast milk. From these practical examples alone, we can see that McDonald's has applied modern high-tech science and technology to the kitchen. Therefore, in order to make Chinese fast food really develop, the development and progress of science and technology is essential.

5 social and cultural environment

In a specific social and historical environment, the operators of fast food enterprises naturally engage in business activities according to their accumulated cultural norms, and consumers will also form certain purchasing characteristics such as buying psychology and buying behavior in a specific cultural environment. Therefore, fast food enterprises must consider the influence of this environment in the planning of target market and strive to implement localization strategy in different regions. China is a country with a long history and culture of thousands of years, with its values, ethics, customs and religious beliefs formed under specific conditions. The existence of these social and cultural factors has created a unique style of Chinese food culture, which is also the fundamental reason why Chinese fast food should be based on traditional food culture and develop traditional varieties. However, the modern society has developed into a society with multi-cultural exchanges, mutual penetration, mutual integration and mutual influence of oranges. Nowadays, the fast food market is not a pure Chinese-style Shaanxi food market, but a fast food demand market with both Chinese and western cultures. Therefore, a correct analysis of the social and cultural environment will help fast food enterprises to understand the characteristics of consumers' needs and better determine the marketing target market

6 natural environment

The development and change of the natural environment of fast food enterprises will also cause some environmental threats or market opportunities for enterprises. If there are some natural resources shortages, environmental pollution, government's management of the natural environment, of course, you can also search online.