The external environment of an enterprise is divided into two levels: macro environment and micro environment. Macro-environmental factors include political environment, economic environment, technological environment and social and cultural environment. These factors have great influence on enterprises and their micro-environment.
Generally, it indirectly affects enterprises through micro-environment. Micro-environmental factors, including market demand, competitive environment, resource environment, etc. , involving the nature of the industry, competitors, consumers, suppliers, middlemen and other social interest groups and many other factors, will directly affect the production and business activities of enterprises.
I. Social environment
Social environment refers to those general elements that have no direct effect on enterprise activities but often have a potential impact on enterprise decision-making, mainly including technical, economic, cultural, political and legal forces related to the whole enterprise environment.
There is an interactive relationship between these elements and forces. In the short term, social and cultural forces affect the actions and decisions of enterprises through their roles in the groups of related claimants in the enterprise task environment. In the long run, enterprises can also have an important impact on the relevant requester groups in the task environment through their own activities.
Second, the task environment.
Task environment generally refers to the elements and claimant groups that can directly affect or be affected by the main business activities of an enterprise, such as shareholders, customers, suppliers, competitors, local associations, government departments, financial institutions, etc.
Three. sources of information
The analysis of external environment is mainly an informal process, which largely depends on the subjective value judgment of analysts. The analysis of external environment needs a lot of relevant information, which depends on many information sources, such as users, suppliers, bankers, consultants, public and non-public publications, personal observation and investigation, superior leaders, junior employees, peers and so on.
In order to collect all kinds of information of the whole enterprise into the hands of people engaged in environmental analysis in time, and enable them to give a comprehensive analysis report on the external environment of the enterprise in time through processing and sorting these information, it is necessary to establish a suitable enterprise strategic management information system.
Extended data:
Analysis of external environmental factors of enterprises;
1, macro-environmental analysis
The macro-environment generally includes four factors: politics, economy, technology and social culture, which is called PEST for short.
In addition, there are natural environment, that is, the geography, climate, resource distribution, ecological environment and other factors of the region or market where the enterprise is located. Because various factors in the natural environment change slowly, enterprises are easier to deal with, so they are not the key research objects.
1. Political environment: refers to those political factors and legal systems that affect and restrict enterprises, as well as their operating conditions. Specifically, it includes national political system, political and military situation, principles and policies, laws and regulations, law enforcement system and other factors.
In a stable political environment, enterprises can obtain legitimate rights and interests through fair competition and survive and develop. National policies and regulations can control and regulate the production and operation activities of enterprises, and the same policies and regulations may bring different opportunities or constraints to different enterprises.
2. Economic environment: refers to the social and economic conditions and national economic policies that constitute the survival and development of enterprises. Specifically, it includes social and economic system, economic structure, macroeconomic policy, economic development level and future economic trend. Among them, the key analysis contents are macroeconomic situation, industrial economic environment, market and its competition.
Indicators to measure the economic environment include: gross national product, national income, employment level, price level, distribution scale of consumption expenditure, balance of payments, interest rate, money supply, government expenditure, exchange rate and other national fiscal and monetary policies.
3. Technical environment: refers to the current level, development trend and speed of science and technology related to this enterprise, as well as the national science and technology system and policy. Such as the field of scientific and technological research, the category distribution and advanced degree of scientific and technological achievements, and the strength of scientific and technological research and development.
With the rise of knowledge economy and the rapid development of science and technology, the impact of technological environment on enterprises may be creative or destructive. Enterprises must foresee the changes brought by these new technologies and take corresponding measures to deal with them.
4. Social and cultural environment: refers to the formation and changes of social structure, customs, religious beliefs, values, behavior norms, lifestyle, education level, population size and geographical distribution in the area where the enterprise is located.
The social and cultural environment has a subtle influence on the production and operation of enterprises, such as the education level will affect people's demand level; Customs and religious beliefs may resist or prohibit certain activities of enterprises; Population size and geographical distribution will affect the demand and consumption of products in society.
Baidu Encyclopedia-Enterprise External Environment
Baidu Encyclopedia-Enterprise Environment Analysis