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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,andkidneyfailureTechnologytrends:inc
4、reaseddistributionofGPS,IPv6networking,decreasingpriceandincreaseapplicationofroboticsinthehome,genomicmedicine,electricautomobiles,nanotechnologyEconomictrends:Realestateoccupancyrates,unemploymentrates,sovereigndebt,householddebt,corporatedebt,governmentinter
5、ventioninmarkets,corporatemergerandacquisitionactivity,energyfactors,rawmaterialavailabilityEcologicaltrends:Wateravailability,biodiversity,soilhealth,wetlandsintegrity,climatechangePoliticaltrends: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