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Pest分析法及Pest分析模型范文分享

發布時間:2020-03-20 11:02:56 閱讀:11419 作者:致遠教育
導讀:PEST分析法是一個常用的分析工具,主要應用在宏觀分析模型角度(例如戰略分析),也是商科專業留學生寫paper最常用的分析方法。它通過政治P、經濟E、社會S及技術T四個方面的因素分析從總體上把握宏觀環境,并評價這些因素對企業戰略目標和戰略制定的影響。PEST分析是指宏觀環境...

PEST分析法是一個常用的分析工具,主要應用在宏觀分析模型角度(例如戰略分析),也是商科專業留學生寫paper最常用的分析方法。它通過政治P、經濟E、社會S及技術T四個方面的因素分析從總體上把握宏觀環境,并評價這些因素對企業戰略目標和戰略制定的影響。PEST分析是指宏觀環境的分析,P是政治(Political System),E是經濟(Economic),S是社會(Social),T是技術(Technological)。在分析一個企業集團所處的背景的時候,通常是通過這四個因素來進行分析企業集團所面臨的狀況。本文致遠教育分享Pest分析法及Pest分析模型范文。

Pest分析法

PEST分析定義

PEST分析是指宏觀環境的分析,P是政治(Politics),E是經濟(Economy),S是社會(Society),T是技術(Technology)。PEST是從政治(Politics)、經濟(Economic)、社會(Society)、技術(Technology)四個方面,基于公司戰略的眼光來分析企業外部宏觀環境的一種方法。公司戰略的制定離不開宏觀環境,而PEST分析法能從各個方面比較好的把握宏觀環境的現狀及變化的趨勢,有利于企業對生存發展的機會加以利用,對環境可能帶來的威脅及早發現避開。

PEST分析方法通常采用矩陣式的方法,就是在坐標中分成四個象限。如拿政治和經濟兩個做坐標,政治環境和經濟環境都好的情況下,就應該發展。政治環境和經濟環境都不理想的情況下,就不能發展。環境一個好一個不太好時,就要適當考慮,可以發展也可以不發展。

如何應用PEST分析法

1、構建PEST分析結構

從結構和要素上看:PEST分析方法,在一級要素上分為政治、經濟、社會和技術4個因素,這看似清晰簡單,實則復雜,因為只要一講到“宏觀”兩個字,每個人都有一種“飄忽”的感覺。雖然PEST分析給出了4個必要的分析結構,但這4個因素后面再怎么去分解、再怎樣去分析,就并沒有說的那么容易了,大部分情況下只能是依靠個人的判斷和認知,這讓分析者無從下手。

所以,要完善PEST分析方法,首先要解決的應是先建立一個分析框架或是要素結構,把原有以主觀、開放為主的分析,變為:有框架可依、有要素參考、有范式操作的系統架構,這是PEST標準化的第一步。

2、設計PEST分析評價準則

我們再繼續圍繞上文談到的問題討論,傳統PEST分析中過于依賴專家和個人,主觀性強,這個問題不光體現在確立分析要素環節,也發生在因素評價環節(對找出的因素進行評價)。以往的因素評價,主要是靠個人或團體會議,就某一項因素來說,例如:周邊地區的政治穩定性(摘錄:政治因素(一級)——政治形勢(二級)——三級因素),對組織戰略或項目的干擾程度是否存在,是有利還是有害,程度如何,全憑主觀定性式的論述,即使是采用專家群體評議法,也不能將所有的評價因素考慮全,而且某些集體評議法還會受到權威、跟風等不利因素的影響,輸出的結果看似有條有理,但會存在一定模糊性,不利于后期分析。進行PEST分析,最大的輸出價值是:能夠對總體、局部形勢進行全面性量化分析,給決策者一個整體性、可視化表達,同時將得出的關鍵影響因素,能夠定性或量化輸入到SOWT分析模型中,供進一步決策使用,這才是PEST分析的價值關鍵。

所以構建指標評價體系和可視化表達系統是提高PEST可用性的另一個前提。

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,以供大家參考,希望能夠結合上面的提到的PEST分析法定義以及如何應用PEST分析發給大家一些寫作思路。

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匿名用戶
很全面的PEST模型分析,受益匪淺,果斷收藏!

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