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Pest分析法及Pest分析模型范文分享

发布时间:2020-03-20 11:02:56 阅读:1271 作者:致远教育
导读:PEST分析法是一个常用的分析工具,主要应用在宏观分析模型角度(例如战略分析),也是商科专业留学生写paper最常用的分析方法。它通过政治P、经济E、社会S及技术T四个方面的因素分析从总体上把握宏观环境,并评价这些因素对企业战略目标和战略制定的影响。PEST分析是指宏观环境...

PEST分析法是一个常用的分析工具,主要应用在宏观分析模型角度(例如战略分析),也是商科专业留学生写paper最常用的分析方法。它通过政治P、经济E、社会S及技术T四个方面的因素分析从总体上把握宏观环境,并评价这些因素对企业战略目标和战略制定的影响。PEST分析是指宏观环境的分析,P是政治(Political System),E是经济(Economic),S是社会(Social),T是技术(Technological)。在分析一个企业集团所处的背景的时候,通常是通过这四个因素来进行分析企业集团所面临的状况。本文致远教育分享Pest分析法及Pest分析模型范文。

Pest分析法

PEST分析定义

PEST分析是指宏观环境的分析,P是政治(Politics),E是经济(Economy),S是社会(Society),T是技术(Technology)。PEST是从政治(Politics)、经济(Economic)、社会(Society)、技术(Technology)四个方面,基于公司战略的眼光来分析企业外部宏观环境的一种方法。公司战略的制定离不开宏观环境,而PEST分析法能从各个方面比较好的把握宏观环境的现状及变化的趋势,有利于企业对生存发展的机会加以利用,对环境可能带来的威胁及早发现避开。

PEST分析方法通常采用矩阵式的方法,就是在坐标中分成四个象限。如拿政治和经济两个做坐标,政治环境和经济环境都好的情况下,就应该发展。政治环境和经济环境都不理想的情况下,就不能发展。环境一个好一个不太好时,就要适当考虑,可以发展也可以不发展。

如何应用PEST分析法

1、构建PEST分析结构

从结构和要素上看:PEST分析方法,在一级要素上分为政治、经济、社会和技术4个因素,这看似清晰简单,实则复杂,因为只要一讲到“宏观”两个字,每个人都有一种“飘忽”的感觉。虽然PEST分析给出了4个必要的分析结构,但这4个因素后面再怎么去分解、再怎样去分析,就并没有说的那么容易了,大部分情况下只能是依靠个人的判断和认知,这让分析者无从下手。

所以,要完善PEST分析方法,首先要解决的应是先建立一个分析框架或是要素结构,把原有以主观、开放为主的分析,变为:有框架可依、有要素参考、有范式操作的系统架构,这是PEST标准化的第一步。

2、设计PEST分析评价准则

我们再继续围绕上文谈到的问题讨论,传统PEST分析中过于依赖专家和个人,主观性强,这个问题不光体现在确立分析要素环节,也发生在因素评价环节(对找出的因素进行评价)。以往的因素评价,主要是靠个人或团体会议,就某一项因素来说,例如:周边地区的政治稳定性(摘录:政治因素(一级)——政治形势(二级)——三级因素),对组织战略或项目的干扰程度是否存在,是有利还是有害,程度如何,全凭主观定性式的论述,即使是采用专家群体评议法,也不能将所有的评价因素考虑全,而且某些集体评议法还会受到权威、跟风等不利因素的影响,输出的结果看似有条有理,但会存在一定模糊性,不利于后期分析。进行PEST分析,最大的输出价值是:能够对总体、局部形势进行全面性量化分析,给决策者一个整体性、可视化表达,同时将得出的关键影响因素,能够定性或量化输入到SOWT分析模型中,供进一步决策使用,这才是PEST分析的价值关键。

所以构建指标评价体系和可视化表达系统是提高PEST可用性的另一个前提。

PEST分析模型

PEST分析模型范文

以下是一篇PEST分析模型范文分享,以供大家参考,希望能够结合上面的提到的PEST分析法定义以及如何应用PEST分析发给大家一些写作思路。

Analysis of Disney with PEST method

1. P (political factor)

Disney films is represented by the United States. The analysis of political factors mainly includes the government's macro control and direct management of the media, laws and regulations of communication, mass media policies, etc. From the political point of view, because the United States is a capitalist country, the free capitalist system is deeply rooted in the hearts of the people, and the competitive culture is also very developed. The United States is a competitive country, and competition is encouraged in many ways. The role of government in competition is very small. The role of government is to play a reference to competition, not as a high standard, not as a participant. Therefore, in terms of the government's macro control and direct management of the media, the United States is quite loose. Here are two factors that I think have a great influence on Disney film production company from a political perspective:

(1) Grading system

The film rating system of the United States is a committee composed of parents organized by the Motion Picture Association of American (MPAA), which evaluates the film on behalf of the views that most parents may give according to the theme, language, violence, nudity, sexual scenes and drug use scenes of the film. The purpose is to provide parents with information about the film in advance, and help parents to judge which films are suitable for children of a specific age. Ratings have nothing to do with the quality of the content.

MPAA serves its members in Los Angeles and Washington. The main members of its Committee are the chairmen and presidents of the seven largest film and television media giants in the United States, which are also members of MPAA. They are:

Influenced by the American rating system, most of the films produced by Disney are g or PG. This may put forward some requirements for Disney's theme expression and content display. However, since most of the movie themes produced by Disney film production company are animation and two of the main members of MPAA belong to Disney Company, in general, the classification system brings some advantages to Disney Company.

(2) Antitrust law

This is the general name of the statute law formulated by Congress to protect competition, oppose monopoly and restrictive trade practices after the United States entered the stage of monopoly capitalism.

The enforcement of anti-monopoly law is the protection of free capitalism, so that, although for a large company like Disney, the interests are damaged. But from the aspect of work innovation, it is precisely because of the pressure of anti-monopoly law that Disney film production companies are encouraged to innovate the old and constantly create and improve different themes, which is also conducive to promoting the development of the American film market towards diversification and health.

2. E (economic factor)

As the world's second largest media giant after AOL Time Warner, Disney ranked the highest in the media industry among the Fortune 500 in 2001, ranking 17th with an annual revenue of US $25.402 billion. This century old entertainment empire, with 120000 employees all over the world, has more than ten cable TV channels, five magazine publishing groups and four newspapers, six music brands and eight major American broadcasting companies, including ABC, 10 TV stations, 29 radio stations, 18 Internet companies, MGM film company, Walt Disney film production company, etc Film production companies; Disneyland in Los Angeles and Paris, Disneyland in Florida, Disneyland animal kingdom, world sports complex kingdom; 27 hotels, two cruise yachts, several hockey and baseball teams, Disney academy, etc.

But it's just 2001 statistics. At that time, Disney claimed that it had enough cash to complete any acquisition plan, enough cash reserves of up to $4.5 billion and strong loan ability to play a leading role in the acquisition market. In fact, he did. In the past 10 years, Disney has spent 15 billion dollars to buy Pixar, marvel and Lucas pictures, and has thousands of characters such as Buzz Light year, Luke Sky walker and iron man. For their huge entertainment empire and film industry has injected a new and strong force.

According to the latest data, the company is now experiencing another peak in its history. In the second quarter ended March 28, 2015, Disney's revenue reached 12.46 billion US dollars (about 77.23 billion yuan), higher than the average analyst's expectation of 12.25 billion US dollars (about 75.9 billion yuan), with a per share profit of 1.23 US dollars, higher than the average analyst's expectation of 1.11 us dollars.

In the past six quarters, Disney has exceeded analysts' average expectations in five quarters. Fortune even thinks the company is going through a peak, and Forbes recently said Disney was the most profitable film company last year. Since this year, the Disney movie Cinderella has made 521 million US dollars (3.23 billion yuan) of global box office, while Avenger League 2 has made 1.2 billion US dollars (7.44 billion yuan). Disney will also release Star Wars 7: the awakening of the force this year, which has attracted more than 200 million viewers. So Disney's earnings in the first half of the year are still strong. Disney is a land of fairy tales.

3. S (social factors)

The consideration and analysis of social factors are mainly from the following aspects:

(1) The number and growth of audiences: with the development of economic globalization, the number of audiences of Disney animated films is no longer limited to the domestic market. Nowadays, the box office market of a Disney animated film is all over the world. In addition to the North American market and European market, in recent years, the Asian market, especially the mainland market, has become a strong box office guarantee for Disney films. The number of Disney animated films is increasing year by year.

(2) Age and change of audience: Disney animation films are basically g or PG, which means Disney animation films are aimed at the audience of the whole year. But in the beginning, animation was considered the exclusive of children, not the type of film. It wasn't until 1937 that Disney Studios released snow white and the seven dwarfs, the first long animated film in the history of the movie, that people changed their minds. Since then, animation film is not only a form of children's entertainment, but also a mainstream form of film, which also broadens the audience age of Disney animation film.

(3) Cultural background, values and belief Aesthetics

Disney Company is based in the United States, so its cultural background, values and belief aesthetics have a inextricable relationship with American culture. Therefore, in Disney's animated films, we can also see the spirit of "American Dream" striving for success, the yearning and praise for freedom and democracy, and the typical American personal heroism.

It can be said that Disney film company is a typical representative of American cultural output, but in order to adapt to the market of other countries, it will also timely adjust and adapt some of it

It can be said that Disney film company is a typical representative of American cultural output, but in order to adapt to the market of other countries, it will also timely adjust and adapt some of its own content. For example, "Mulan" is an animated film with Chinese color created based on Chinese folk stories. Princess and frog not only changes the traditional white princess into the black princess, but also changes the background of the story to the Modern New Orleans. It is also an innovation of Disney.

4. Scientific and technological factors

There is no doubt that technology is a good play for Disney film company. Almost in the 20th century, Disney's animated films are the leading ones in the box office. At the same time, Disney is also the creator of almost all new animation technologies.

The factor analysis of science and technology environment mainly includes social science and technology level, National Science and technology policy and legislation, National Science and technology system. In these respects, the United States is undoubtedly the best. The United States has developed social science and technology, national policies and legislation support and encourage scientific and technological innovation, and the national science and technology system is also very complete. The first computer-based animated film "Toy Story" in the world comes from Pixar Animation Studio (now belonging to Disney film company). By the end of the 20th century, American animation films made a lot of use of digital technology and computer technology to make the picture more realistic. Nowadays, most of American animation films are CG films and TV animations. We can see the difference between American animation pictures and Japanese hand-painted animation pictures. CG film and television animation is computer animation, which is a technology of making animation with the help of computer.

 

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2020-04-28 08:53匿名用户
很全面的PEST模型分析,受益匪浅,果断收藏!

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