steep 企业外部环境分析法 讲解

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1、Social:（社会上人们对这个产业的影响【关键是对这个产业的态度】）理想状态下的特征，社会各部门收入差距，人口比例，社会阶层的价值体系，出生率死亡率Technological：（这个产业的技术支持）专利，研发预算，技术进步速度，技术群存在，工艺或产品进步速度，Environment：（社会环境变化会影响企业什么；企业可以改变什么社会环境【相互】）能源来源，产品生命周期的进化阶段，污染水平，原材料的可代性，环境监管水平Economic：（产业对其他企业的促进作用；企业对这个产业的带动作用【相互】）【国际国内】GDP增长

2、率，膨胀率，收入分配水平和结构，利率水平，小企业贷款水平，收支平衡Political：（国家政策对产业的发展的促进与制约）政策，监管部门，影响政治决策的能力，公众舆论STEEPANALYSIS:REDUCINGSTRATEGICSURPRISESANDREVEALINGOPPORTUNITIESYoumustthinkbroadlyinacomplex,rapidlychangingworld.Atthebasisofourcompetitiveanalysisistheapplicationofatoolcalled

3、STEEPAnalysis.Usedbyfuturists,thismnemonicdeviceremindsustoconsiderawidevarietyoftrendsoutsideofourownindustry,specifically:Socialtrends:agingpopulations,urbanization,mixedfamilies,increasedprevalenceofdiabetes,hypertension,andkidneyfailureTechnologytrends:inc

4、reaseddistributionofGPS,IPv6networking,decreasingpriceandincreaseapplicationofroboticsinthehome,genomicmedicine,electricautomobiles,nanotechnologyEconomictrends:Realestateoccupancyrates,unemploymentrates,sovereigndebt,householddebt,corporatedebt,governmentinter

5、ventioninmarkets,corporatemergerandacquisitionactivity,energyfactors,rawmaterialavailabilityEcologicaltrends:Wateravailability,biodiversity,soilhealth,wetlandsintegrity,climatechangePoliticaltrends:Legislation,regulation,politicalparties,authoritarianismversus

6、liberaldemocracyYoumaynoticethatonlyafewofthesefactorsshowupontheradarofmanystrategicplanningtools.A"BalancedScorecard"approachmightdealwithexternalmarketfactorsinageneralsense,suchasinterestrates,unemployment(talentavailability),M&Aactivityandenergycostsasitatt

7、emptstoevaluate"risk."Therestofthedatacollectedfocusesoninternalfactors,whichisthefocusofthevastmajorityofmanagerialactivities.Thisisareasonableapproachinatimeofrelativegrowthandstability.Clearly,wearenolongerlivinginatimethatwarrantysuchassumptionsaboutstabilit

8、y.Assuch,leadersneedtoredoubletheresourcestheyprovidetotheexternalfactorsexploredintheSTEEPmethedology.Wecannotstressenough-weknowhowmuchthisfliesinthefaceofmodernman