管理学原理Ch3 environment

,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Part II Decision Making and Planning,决策与计划,Planning:,Defining objectives and goals,Establishing strategy,Developing subplans to coordinate activities.,Ch3:Management Environment,经营条件研究,Ch4:Mangaging in a global environment,Ch5:Decision Making,决策理论,Ch6:Planning,计划制定,Ch7:Strategic Management,Chapter 3,Management Environment,3.1,Why it,s important,External and internal environment,External environment:to forces and institutions outside the organization that potentially can affect the organization,s performance.,General environment,Specific environment,3.2,Business environment,External environment-forces and institutions outside the organization that may affect organizational performance,3.2.1 General Environment,includes the broad conditions that may affect organizations,1、,Political/legal Conditions,Political conditions,-general stability of country,attitudes of governmental officials toward business,Legal conditions,-federal,state,and local regulation,limit choices available to organizations,The political arena has a huge influence upon the regulation of businesses,and the spending power of consumers and other businesses.,1.How,stable,is the political environment?,2.Will government policy,influence laws,that regulate or tax your business?,3.What is the governments,position,on marketing ethics?,4.What is the governments,policy,on the economy?,5.Does the government have a view on,culture,and,religion,?,6.Is the government involved in trading,agreements,such as EU,NAFTA,ASEAN,or others?,2、,Economic Conditions,interest rates,、,changes in disposable income,、,inflation,、,long-term prospects for the economy Gross Domestic Product(GDP)per capita,、,stage of the business cycle,经济发展水平：,美国学者罗斯顿,(W.W.Rostow)“,经济成长阶段”理论,.,(1),传统经济社会；,(2),经济起飞前的准备阶段；,(3),经济起飞阶段；,(4),迈向经济成熟阶段；,(5),大量消费阶段。,经济指标,GDP,GDP per capita,基尼系数,个人可支配收入,disposable income,CPI,基础设施,经济体制,消费者支出模式和消费结构,3、,Sociocultural Conditions,Cultural Stereotyping:,“,Heaven,”,is where the cooks are French,the mechanics are German,the policemen are English,the lovers are Italian,and it is all organised by the Swiss,“,Hell,”,is where the policemen are German,the mechanics are French,the cooks are English,the lovers are Swiss,and it is all organised by the Italians,教育状况,宗教信仰,价值观念,消费习俗,审美观念,语言,1.What is the dominant,religion,?,2.What are,attitudes,to foreign products and services?,3.Does,language,impact upon the diffusion of products onto markets?,4.How much time do,consumers,have for leisure?,5.What are the,roles,of men and women within society?,6.How,long,are the population living?Are the older generations,wealthy?,7.Do the population have a strong/weak,opinion,on green issues?,4、,Technological Conditions,-most rapidly changing aspect of the general environment,技术水平、技术政策、研发能力、技术发展动向,1.Does technology allow for products and services to be made,more cheaply,and to a better standard of quality?,2.Do the technologies offer consumers and businesses,more innovative products,and services such as Internet banking,new generation mobile telephones,etc?,3.How is,distribution,changed by new technologies e.g.books via the Internet,flight tickets,auctions,etc?,4.Does technology offer companies a new way to,communicate,with consumers e.g.banners,Customer Relationship Management(CRM),etc?,Demographic conditions,-,trends in the physical characteristics of a population,e.g.,“,baby boomers,”,e.g.,“,digital,”,or,“,net,”,generation,3.2.2,Specific Environment,Specific environment,-includes those constituencies that have a,direct,and,immediate,impact on managers,decisions and actions,directly relevant,to goal achievement,is,unique to,each organization,1、现有竞争者,Rivals,：,生产同类产品的企业,（1）、,分析方法：,a,、,基本情况：数量、分布、占据的市场、规模、资金、技术力量,b、,找出,主要竞争对手,c、,对手,发展方向,（2）、同行之间的,竞争手段,（3）、衡量,竞争能力,a、,经济指标：,销售增长率、市场占有率、产品获利能力,(,销售利润率,),b、,影响竞争的因素：,大量势均力敌的对手,产业增长速度,生产能力,产品差异性,野心勃勃、实力雄厚的大公司,退出壁垒大,2、潜在竞争者,New Entrants,：,新建企业以及老企业转产后加入本行业的竞争者,Barriers to Entry:,现有企业的激烈反应,规模经济,Economics of scale,产品的差异性,Product differentiation /Brand identification,现有企业长期以来所积累的各种独有的成本优势：,技术专利和诀窍,Access to latest technology,与分销商长期合作而得到的优势与便利,Access to distribution channels,经验曲线,Experience and learning effects,Switching cost,Capital requirements,Government action,3、替代品竞争者,Substitutes,Availability of close substitutes,Users switching costs,Substitute producers profitability and aggressiveness,Substitute price-value,4、购买者竞争力量,Buyers,a、,总需求,Gross Demand,b、,需求结构,c、,消费者购买力的研究,d、,购买动机研究,5、供应商,Suppliers,Number,of important suppliers,Availability of,substitutes,for the suppliers products,Differentiation,or switching cost of suppliers products,Suppliers threat of,forward,integration,Industry threat of,backward,integration,Stakeholder,利益相关者,Stakeholder Relationship Management,Who are stakeholders?,any constituencies,that are affected by the organization,s decisions and actions,include internal and external groups,can influence the organization,Assessing environmental uncertainty,determined by:,degree of unpredict