What are the external environmental factors that usually affect the enterprise

External environmental factors 1, macro-environmental analysis It is generally believed that the enterprise's macro-environmental factors have five categories, namely, the political and legal environment, the economic environment, the social and cultural and natural environment and the technological environment.　Political and legal environment, refers to those political elements and legal systems that constrain and influence the enterprise, as well as its operational status. The political environment includes factors such as the country's political system, power institutions, promulgated guidelines and policies, political groups and political situation. The legal environment includes factors such as laws, regulations, decrees enacted by the state and the state's law enforcement agencies. Political and legal factors are the basic conditions to guarantee the production and operation activities of enterprises.　The economic environment refers to the social and economic conditions and the economic policies of the state that constitute the survival and development of the enterprise, including such elements as the social and economic structure, the economic system, the state of development, and the macroeconomic policies. Usually the indicators of the economic environment are gross domestic product, employment level, price level, the scale of distribution of consumer spending, the balance of payments, as well as interest rates, the supply of currency, government spending, exchange rates and other national monetary and fiscal policies. The economic environment has a more direct and specific impact on the production and operation of enterprises.　The social and cultural environment refers to the formation and changes in the social structure, social customs and habits, beliefs and values, behavioral norms, lifestyle, cultural traditions, population size and geographic distribution and other factors in which the enterprise is located. The natural environment refers to the development and change of the natural resources and ecological environment in which the enterprise is located, including land, forests, rivers, oceans, organisms, minerals, energy, water, environmental protection and ecological balance. These factors are related to the enterprise to determine the direction of investment, product improvement and innovation and other major business decision-making issues. Technological environment, refers to the environment in which the enterprise is located in the scientific and technological elements and the elements directly related to the collection of various social phenomena, including the national science and technology system, science and technology policy, science and technology level and development trend of science and technology and so on. The technological environment affects whether the enterprise can adjust the strategic decision in time to obtain new competitive advantages.　2, micro-environmental analysis The micro-environment of the enterprise mainly includes the industrial environment and market environment. Product life cycle, industry five competitiveness, strategic groups within the industry, key factors for success and other analytical methods is an important part of the micro-environmental analysis. The economic analysis of market demand and competition can deepen the understanding and knowledge of the micro-environment. The following is a brief introduction to the analysis of the life cycle of an industry, the analysis of industrial structure, market structure and competition, market demand conditions, strategic groups within an industry, and the analysis of key factors for success.　(1) Life cycle of an industry. In an industry, the business situation of an enterprise depends on the overall development of the industry in which it operates and the competitive position of the enterprise in the industry. A common method of analyzing the development of an industry is to recognize the stage of the life cycle in which the industry is located. The life cycle stages of an industry can be expressed in terms of product cycle stages, which are divided into four stages: development, growth, maturity and decline. Only by understanding the stage of the life cycle in which the industry is currently located, can we decide whether the enterprise should take to enter, maintain or retreat in a certain industry, can we make the right new investment decision, can we make a reasonable combination of the enterprise's business in a number of industrial fields, and improve the overall profitability level.　(2) Analysis of industrial structure. According to Professor Porter's basic framework of industrial structure analysis from the perspective of industrial organization theory - five competitiveness analysis, the intensity of industrial competition and industrial profitability can be analyzed in terms of the resistance between potential entrants, substitutes, buyers, suppliers and existing competitors. The entry threat of potential entrants lies in reducing market concentration, stimulating competition among existing firms, and dividing up the original market share. Substitutes as a product of new technology and new social needs, the severity of the threat of "substitution" of the existing industry is very obvious, but several substitutes for a long period of time **** is also very common, the law of competition between the substitutes is still the higher-value products to gain a competitive advantage. The bargaining power of buyers and suppliers depends on their respective strengths, such as the degree of concentration of the seller (buyer), the degree of product differentiation and asset specialization, the degree of vertical integration, and the degree of information mastery. Competition among existing firms in an industry, i.e., competition among firms in an industry for market share, usually in the form of price competition, advertising wars, introduction of new products, and improvement of services to consumers.　(3) Market structure and competition. The four classifications of market structure in economics: perfect competition, monopolistic competition, oligopoly, and complete monopoly help to estimate correctly the nature of competitors in a market. Perfectly competitive markets, strictly defined, do not exist in real life, but the description of a market in which intense price competition drives prices toward marginal cost is common in many consumer goods markets. In a monopolistically competitive market, product differentiation establishes fixed customers for firms and allows firms some market power over these fixed customers at prices above marginal cost. In oligopolistic markets, firms' decisions depend on the choices made by other firms, and the problem of decision equilibrium under conditions of direct interaction between the behavior of decision-making agents has received increasingly widespread attention. In a full monopoly market, the monopoly manufacturers control the manipulation of prices and output because of the harm to the interests of consumers by the antitrust policy constraints, but the enterprise through innovation to obtain monopoly power and efforts to achieve high profits there is also a certain degree of reasonableness, in the long run on the monopoly of the restrictions on the consumer is unfavorable, because it restricts competition.　(4) Market demand conditions. Market demand can be analyzed from two perspectives: the determinants of market demand and the price elasticity of demand. Population, purchasing power and purchasing desire determines the scale of market demand, in which the factors that can be grasped by the production enterprise is the consumer's desire to buy, while the product price, the degree of differentiation, promotional tools, consumer preferences and so on affect the desire to buy. The main factors affecting the price elasticity of product demand are the degree of substitutability of the product, the importance of the product to the consumer, the proportion of the purchaser's expenditure on the product in the total expenditure, the conversion cost of the purchaser to switch to a substitute, the degree of the purchaser's knowledge of the commodity and the use of the product's complementary products. (5) Strategic groups within the industry. Characterizing the strategic aspects of all major competitors in an industry is an important aspect of industry analysis. A strategic group is a group of firms in an industry that adopt the same or similar strategies in a particular strategy. Strategic group analysis helps enterprises to understand their relative strategic position and the possible competitive impact of changes in corporate strategy, so that enterprises can better understand the competitive situation between strategic groups, find competitors, understand the "moving barriers" between strategic groups, understand the main focus of competition within the strategic groups, predict market changes and identify strategic opportunities. and identify strategic opportunities.　(6) Key success factors. As the skills and assets that a firm must possess to be profitable in a given market, critical success factors may be a price advantage, a capital structure or consumption mix, or a vertically integrated industry structure. Critical success factors vary greatly from industry to industry, and as product life cycles evolve, critical success factors also change, and even individual firms in the same industry may have a different focus on critical success factors for that industry.