STEEP 企业外部环境分析法 讲解.docxVIP

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 STEEP?ANALYSIS: REDUCING STRATEGIC SURPRISES AND REVEALING OPPORTUNITIES You must think broadly in a complex, rapidly changing world. At the basis of our competitive analysis is the application of a tool called STEEP Analysis. Used by futurists, this mnemonic device reminds us to consider a wide variety of trends outside of our own industry, specifically: Social trends: aging populations, urbanization, mixed families, increased prevalence of diabetes, hypertension, and kidney failure Technology trends: increased distribution of GPS, IPv6 networking, decreasing price and increase application of robotics in the home, genomic medicine, electric automobiles, nanotechnology Economic trends: Real estate occupancy rates, unemployment rates, sovereign debt, household debt, corporate debt, government intervention in markets, corporate merger and acquisition activity, energy factors, raw material availability Ecological trends: Water availability, biodiversity, soil health, wetlands integrity, climate change Political trends: Legislation, regulation, political parties, authoritarianism versus liberal democracy You may notice that only a few of these factors show up on the radar of many strategic planning tools. A Balanced Scorecard approach might deal with external market factors in a general sense, such as interest rates, unemployment (talent availability), MA activity and energy costs as it attempts to evaluate risk. The rest of the data collected focuses o