整理定义

What is PEST Analysis

In business analysis, PEST analysis ("political, economic, socio-cultural and technological") describes a framework of macro-environmental factors used in the environmental scanning component of strategic management. It is part of an external environment analysis when conducting a strategic analysis or doing market research, and gives an overview of the different macro-environmental factors to be taken into consideration. It is a strategic tool for understanding market growth or decline, business position, potential and direction for operations.

——《PEST analysis - Wikipedia》

The first developer

PEST analysis was developed in 1967 by Aguilar as an environmental scanning framework.[1] Aguilar argued that firms must scan the economic, technical, political and social categories (ETPS) that may affect strategy, defining environmental scanning as follows, “scanning for information about events and relationships in a company’s outside environment, the knowledge of which would assist top management in its task of charting the company’s future course of action.”

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PEST 组成（Political，Economic，Social，Technological）

• 政治因素与政府如何干预经济有关。 具体来说，政治因素包括税收政策、劳动法、环境法、贸易限制、关税和政治稳定等。 政治因素还可能包括政府旨在提供或被提供的商品和服务（优点商品）以及政府不希望提供的商品和服务（缺点商品或缺点）。 此外，政府对一个国家的健康、教育和基础设施具有很大影响。

• 经济因素包括经济增长、汇率、通货膨胀率和利率。 这些因素会极大地影响企业的运营方式。 例如，利率会影响公司的资本成本，从而影响企业增长和扩张的程度。

• 社会因素包括文化方面和健康意识、人口增长率、年龄分布、职业态度和对安全的重视程度。 社会因素的高趋势会影响对公司产品的需求以及公司的运营方式。 例如，人口老龄化可能意味着劳动力规模较小且意愿较差（从而增加劳动力成本）。 此外，公司可能会改变各种管理策略以适应由此引起的社会趋势（例如招聘老年工人）。

• 技术因素包括研发活动、自动化、技术激励和技术变革速度等技术方面。 这些可以确定进入壁垒、最低有效生产水平并影响外包决策。 此外，技术转变会影响成本、质量并带来创新

PEST Composition

The basic PEST analysis includes four factors:

• Political factors relate to how the government intervenes in the economy. Specifically, political factors have areas including tax policy, labour law, environmental law, trade restrictions, tariffs, and political stability. Political factors may also include goods and services which the government aims to provide or be provided (merit goods) and those that the government does not want to be provided (demerit goods or merit bads). Furthermore, governments have a high impact on the health, education, and infrastructure of a nation.

• Economic factors include economic growth, exchange rates, inflation rate, and interest rates. These factors can drastically affect how a business operates. For example, interest rates affect a firm's cost of capital and therefore to what extent a business grows and expands.

• Social factors include the cultural aspects and health consciousness, population growth rate, age distribution, career attitudes and emphasis on safety. High trends in social factors affect the demand for a company's products and how that company operates. For example, the ageing population may imply a smaller and less-willing workforce (thus increasing the cost of labour). Furthermore, companies may change various management strategies to adapt to social trends caused from this (such as recruiting older workers).

• Technological factors include technological aspects like R&D activity, automation, technology incentives and the rate of technological change. These can determine barriers to entry, minimum efficient production level and influence the outsourcing decisions. Furthermore, technological shifts would affect costs, quality, and lead to innovation

适用性

限制性

理解体会

• 政治（Political）： 这一类别包括政府政策、政治稳定性、税收政策、贸易限制和法律法规等因素。这些因素可能会影响组织的运营、成本结构和市场需求。

• 经济（Economic）： 经济因素涉及经济周期、利率、汇率、通货膨胀率、经济增长和消费者信心等。这些因素会影响购买力、成本和公司的财务状况。

• 社会（Social）： 社会趋势、人口统计、教育水平、文化因素、生活方式变化和社会意识等都属于社会类别。这些因素可以影响组织的市场规模和品牌形象。

• 技术（Technological）： 技术因素包括技术发展、创新、自动化、研发活动和技术意识。技术进步可以改变生产方式、产品和市场。

参考