Typical pest analysis includes:
1. Politics (including laws): environmental protection system, tax policy, international trade regulations and restrictions, contract enforcement law, consumer protection law, employment law, government organization/attitude, competition rules, political stability and safety regulations.
2. Economy:
Economic growth, interest rate and monetary policy, government expenditure, unemployment policy, taxation, exchange rate, inflation rate, business cycle stage, consumer confidence.
3. Society:
Income distribution, demography, population growth rate and age distribution, labor force and social mobility, lifestyle changes, occupational and leisure attitudes, entrepreneurship, education, trends and fashions, health awareness, social welfare and safety, and living conditions.
4. Technology:
Government research expenditure, industrial technology attention, new inventions and technology development, technology transfer rate, technology update speed and life cycle, energy utilization and cost, information technology changes, Internet changes and mobile technology changes.
Case: PEST analysis of architectural decoration design industry
In recent years, with the reform of government functions, China's further comprehensive opening to the outside world after China's accession to the WTO, and the requirements of connecting with the international market, higher requirements have been put forward for the restructured architectural design units. At the same time, the external environment of architectural design enterprises has changed greatly. In this situation, it is very necessary and timely for architectural decoration design units to choose their own development strategies and organize their implementation through the analysis of their internal and external environment.
PEST (political, economic, social and technical) analysis model is an effective environmental analysis method, which provides an idea for the sustainable development of architectural decoration design enterprises in China. It helps the industry or organization to analyze and summarize the relatively key and important factors by summarizing and listing several influencing factors in politics, economy, society and technology, so as to establish the ultimate strategic goal.
First, political factors.
1. Industry management policies tend to be perfect.
Among the policy factors, the government's macro-management policy on the architectural design industry undoubtedly plays an important role directly. During the Ninth Five-Year Plan period, China's survey and design industry carried out in-depth reform and exploration from three aspects: production and operation system, property right structure and internal mechanism, and issued a series of laws and regulations, which made the market, quality, qualification, registration, bidding and other aspects have laws to follow.
At the beginning of 200 1, the Ministry of Construction issued the Opinions on Strengthening the Management of Architectural Decoration Design Market (Jian Jian [2001] No.9), and formulated corresponding policies in view of the problems existing in the current architectural decoration design industry, which will greatly promote the orderly competition in the architectural decoration design market. In the long run, the improvement of qualification management, bidding system, whole-process engineering supervision and engineering accident investigation system in architectural design industry will play an important role in the development of the industry.
2. Opportunities after joining WT0
China's entry into WTO will undoubtedly bring more opportunities to the architectural decoration and design industry in China. First, after China's entry into WTO, the China market will gradually become an open, equal, competitive and transparent market. More domestic and foreign competitors will compete fairly and equally in the China market, and the rules for participating in market competition will gradually become international common rules, which is conducive to formal units to participate in competition. Secondly, with the opening of the market, industry leaders and practitioners will be encouraged to further update their concepts, understand the advanced management and operation methods of foreign firms through cooperation and exchanges, improve their professional level and service level, and enhance their competitive strength. On the other hand, after China's entry into WTO, although China can adopt the policy of "gradually opening up" the market to protect its own interests according to some basic principles and clauses in the existing WTO agreements, this protection time is limited, because China's architectural decoration design market has basically developed under relatively closed conditions, and it is different from foreign countries in terms of market subject behavior, service standards, organizational forms, industry rules and professional ethics, government management system, industry self-discipline, etc. According to relevant data, there are 12000 survey and design units in China, with an annual turnover of 36 billion yuan, equivalent to 4.35 billion US dollars, and the American Begott Engineering Company ranks first in the world. The annual turnover is11200 million USD, and the competition situation is quite severe. We must seize the period when China's architectural design market is gradually opening up, develop our own strength and meet the fierce market competition.
Second, economic factors.
1. The scale of infrastructure investment continues to grow.
Since the 1990s, China's economy has been in a state of sustained and steady growth. In 1995, the target of quadrupling the average annual GDP ratio of 1980 was achieved ahead of schedule. From 65438 to 0999, the central government made a major decision to develop the northwest, and infrastructure investment tilted to the west, which set off a new round of infrastructure investment and construction climax in China. According to relevant media data, in the new upsurge of infrastructure construction, there are about 60 airports that have been started or planned to be built in China, including 6 large hub airports, which makes the decoration and design market of large public facilities show explosive growth.
During the Ninth Five-Year Plan period, Shanghai actually completed the investment in fixed assets of the whole society of 959.7 billion yuan. It is estimated that the total investment scale will reach 654.38 billion yuan during the Tenth Five-Year Plan period. Major projects related to the architectural decoration design industry include the airport, the second railway station, urban landscape engineering and the construction of landmark cultural facilities, which provide a good direction for the innovative development of landscape design and interior decoration.
2. The rapid development of urbanization.
Urbanization is the core driving force for the development of architectural design industry in the future. The typical feature of China's future economic development is urbanization. In recent years, the rapid growth of urban population in China shows the speed and potential of urbanization in China, which also gives China architectural design industry a huge development space.
The urbanization level of Shanghai (70%) is far higher than the national overall level. In the tenth five-year plan of Shanghai, in addition to the municipal engineering facilities in the urban area, the focus of Shanghai's urban construction is the construction of "three cities and nine towns" on both sides of the Huangpu River and in the suburbs, with a total investment of tens of billions; In particular, the 20 10 World Expo will be held in Shanghai, which requires higher construction scale and level.
This provides a huge market for architectural decoration design.
Third, social factors.
1. Improve the level of social fashion taste
With the improvement of living standards and economic conditions, people's concepts and behavior patterns have also begun to change. The influence on architectural decoration design enterprises is mainly manifested in the beautification of people's environmental landscape, the change of decoration taste and even the pursuit of fashion. According to related reports, in 2000, the per capita housing area of urban residents in China reached10m 2, nearly 2m^2 more than 1999. Residential decoration has become a fashion. At present, there are 6 million people engaged in decoration projects in China, including 4 million people engaged in family decoration. This market cannot be ignored.
It is also known that the relevant departments of the state are studying and formulating the pilot management method of "menu-style full decoration" for new residential buildings, and strive to gradually cancel the blank houses in two or three years to realize the immediate purchase and residence of commercial houses. This trend will certainly enhance the attractiveness of home improvement to large decoration design and construction enterprises, and with the differentiation of people's income level and the graded consumption of commercial housing, this market will be subdivided into different consumption levels. Therefore, the decoration design industry should make use of its own advantages to cut into this field in time, such as the decoration design of high-grade commercial housing, villas and other high value-added market segments.
3.2 The pressure and vitality brought by the flow of talents to the industry require the marketization of resource allocation in the market economy, and the human resource policy of architectural decoration and design enterprises is bound to be inseparable from the specific situation of the talent market. Practitioners engaged in architectural decoration design belong to relatively advanced professionals, and the talent market they face belongs to the senior professional talent market, which has pressure and motivation. At present, because the flow of talents is not very smooth, and because of the narrow professional scope, the development time of the whole architectural decoration and design industry in China is not long, and there are relatively few high-level professionals. The source of the talent market cannot provide high-level talents that can directly meet the needs of enterprises. Therefore, it is more important for decoration design enterprises to cultivate and retain talents.
Fourthly, the Fechnologieal factor.
1. Information technology will become the engine of industrial development.
The rapid development of electronic information and communication technology will play an increasingly important role in the future social and economic development, and will greatly affect people's working style and lifestyle. The completion of the information superhighway has made it possible to computerize enterprise management and informationize enterprise operation, greatly improved the labor productivity of enterprises and changed the traditional working mode of enterprises. At present, the popular centralized synchronization mode will be replaced by the decentralized mode that does not need synchronization. Even people's daily consumption, shopping, receiving wages, depositing and withdrawing money and other activities must be carried out through the network. An expert engaged in the research of emerging Internet enterprises once asserted that in a few years, there will be no so-called Internet enterprises, because all enterprises will become Internet enterprises. It can be seen that the changes brought by information technology to enterprises or non-enterprise organizations will be revolutionary. As an intermediary organization directly involved in social and economic activities, architectural decoration and design enterprises must quickly adapt to this technological change, make full use of the convenience provided by information technology in their work mode, and open up new business channels and business scope in the information transformation of society and enterprises.
At present, the application of information technology in decoration design is mostly the production of construction drawings and computer renderings. It is expected that a virtual design enterprise will be established online through e-commerce mode, and the design scheme will be discussed and exchanged online across space and time, and the work will be coordinated efficiently, which is closer to reality. In addition, from the initial conception to the final product display, the application of multimedia and virtual reality technology will become a great progress and an important means of expression in architectural decoration design. For the interior design of large-scale public buildings, the use of this technical means will be more convincing, more conducive to designers to express their design ideas and design intentions to relevant experts and the public, and information technology will become one of the efficient competitive means for decoration design enterprises.
2. The application of new materials makes the development prospect of the industry colorful.
Future decoration materials should not only meet the decorative function of buildings, but also meet the special requirements of building energy saving and comfort. Decoration materials will emphasize low pollution and environmental protection, environmental functions (purifying and optimizing air, absorbing sound waves, adjusting temperature and humidity, preventing bacteria and mildew, etc. ), renewable and recyclable, and can be developed from local materials.
Therefore, some new faces will be added to the decoration materials family, which can be roughly divided into three categories: energy-saving materials, environmental protection materials and environmental protection materials (such materials not only pay attention to the performance of the materials themselves, but also strive to be environmentally friendly throughout the life cycle of the materials).
Due to the requirements for the health and comfort of the indoor and outdoor environment of buildings, a large number of products containing harmful volatile gases that are still used for indoor decoration will eventually be eliminated. Decorative material production enterprises should conform to this development trend, adjust product structure according to the situation, constantly upgrade existing products, select raw materials according to new standards and requirements, adjust material formula and production technology, and promote the development of the industry in the direction of high performance, multi-function and environmental protection.
On the other hand, the development and functional requirements of ecological buildings will expand decorative materials to have more environmental protection functions and lead the new development of decorative materials. These new changes provide more choices for the architectural decoration design industry, and also give designers more inspiration from the design concept.