STEEP企業外部环境分析法讲解.docx

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 OPPORTUNITIESYou 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 failureTechnology trends: increased distribution of GPS, IPv6 networking, decreasing price and increase application of robotics in the home, genomic medicine, electric automobiles, nanotechnologyEconomic 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 availabilityEcological trends: Water availability, biodiversity, soil health, wetlands integrity, climate changePolitical trends: Legislation, regulation, political parties, authoritarianism versus liberal democracyYou 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 on internal factors, which is the focus ofthe vast majority of managerial activities. This is a reasonable approach in a time of relative growth and stability.Clearly, we are no longer