The external environment of an enterprise is the general name of external political environment, social environment, technical environment and economic environment. The re-evaluation of enterprise strategy should not only evaluate the current mission, objectives, strategies and policies of the enterprise, but also analyze the enterprise environment and determine the key strategic elements. Enterprise environment includes external environment and internal environment. The external environment of an enterprise is composed of variables that exist outside the organization and are not controlled by top managers in the short term. The internal environment of an enterprise is composed of variables that exist within the organization and are not controlled by top managers in a short period of time, including the organizational structure, culture and resources of the enterprise.
1. refers to the national traffic guidelines, policies and regulations, as well as the easy-to-happen situation and development.
2. Social environment refers to the population, residents' income or purchasing power, residents' cultural and educational level, etc.
3. Technical environment refers to the technical level and development trend related to the industry.
4. The environment includes the macroeconomic environment, the world economic situation, the position of industries in economic development, the direct market of enterprises, etc. The direct market of enterprises is the most closely related and influential environmental factor. Specifically, it includes market sales, supply market, capital market and labor market.
It can be divided into general environment and specific environment. General environment refers to the macro environment that can affect all enterprises in a specific society, and its influence on enterprises is relatively indirect. The specific environment refers to the micro-environment that can directly affect the enterprise.
The formation of enterprise strategy is not a continuous process of routine activities, but usually an intermittent process of unconventional activities such as stability and change over a period of time. This means that for most enterprises, once the strategy is formed, it is often in a relatively stable state. Unless there is an abnormal situation in the operation of enterprises, they always tend to move in the established direction. This means that the success of past actions will often become the trap of today's actions, while the success of current actions will often sow the seeds of future failures. Due to the constant change of environment, the strategic response to change will make enterprises lose their sensitivity. Therefore, often due to the deterioration of the enterprise situation, enterprises are urged to re-evaluate their own strategies and start the process of strategy formation.
According to the influence of external environmental factors on the production and business activities of enterprises, the external environment of enterprises can generally be divided into three categories:
(1) overall macro environment;
(2) industry environment;
(3) Business environment and competitive advantage environment;
The three types of environment are interrelated and influence each other, and have the characteristics of complexity, dynamics and uncertainty.