Macro-environment includes political and legal environment, economic environment, social culture and natural environment, and scientific and technological environment.
1, analysis of political and legal environment (P- politics). Political and legal environment refers to the political system, system, principles and policies, laws and regulations of a country or region. These factors often restrict and influence the business behavior of enterprises, especially the long-term investment behavior of enterprises.
1) The main factors of political environment analysis. Political environment mainly analyzes domestic political environment and international political environment.
The domestic political environment includes the following elements: ① political system; (2) Political parties and political party system; 3 political groups; (four) the principles and policies of the party and the state; ⑤ Political atmosphere.
The international political environment mainly includes: ① the international political situation; ② International relations; ③ The domestic political environment of the target country.
2) Analysis of the main factors of the legal environment.
(1) legal norms, especially economic laws and regulations closely related to enterprise management, such as company law, Sino-foreign joint venture law, contract law, patent law, trademark law, tax law, enterprise bankruptcy law, etc.
(2) National judicial law enforcement agencies. In China, there are mainly courts, procuratorates, public security organs and various administrative law enforcement organs. The administrative law enforcement organs closely related to enterprises include industrial and commercial administrative organs, tax organs, price organs, measurement management organs, technical quality management organs, patent organs, environmental protection management organs and government audit organs. In addition, there are some temporary administrative law enforcement agencies, such as financial, tax and price inspection agencies of governments at all levels.
③ Legal consciousness of enterprises. Enterprise's legal consciousness is the general name of legal viewpoint, legal consciousness and legal thought, and it is the enterprise's understanding and evaluation of legal system. The legal consciousness of enterprises will eventually materialize into legal acts of a certain nature and cause certain behavioral consequences, thus forming a legal environment that every enterprise has to face.
④ The international legal environment stipulated by international law and the domestic legal environment of the target country.
3) Characteristics of the influence of political and legal environment on enterprises.
① Direct. That is, the national political and legal environment directly affects the operating conditions of enterprises.
② Unpredictability. For enterprises, it is difficult to predict the changing trend of the national political and legal environment.
③ Irreversibility. Once the political and legal environment factors affect the enterprise, it will make the enterprise change very quickly and obviously, which is beyond the control of the enterprise.
4 mandatory. The elements of political and legal environment are mandatory for enterprises. Only by adapting to the needs of these environments and making their actions conform to the requirements of the country's political line, policies, laws and regulations can enterprises survive and develop.
2. Economic environment analysis (electronic economics). Economic environment refers to the social and economic conditions and national economic policies that constitute the survival and development of enterprises. Socio-economic conditions include the nature, level, structure and changing trend of economic factors, involving the state, society, market and nature. National economic policy is the guiding principle for the country to perform its economic management functions, regulate the national macroeconomic level and structure, and implement the national economic development strategy, which has an important impact on the economic environment of enterprises.
The economic environment of an enterprise is mainly composed of four elements: socio-economic structure, economic development level, economic system and macroeconomic policy.
1) socio-economic structure. Social and economic structure refers to the mutual adaptability, quantitative proportion and arrangement of different economic components, different industrial sectors and social reproduction in the national economy. Socio-economic structure mainly includes five aspects, namely, industrial structure, distribution structure, exchange structure, consumption structure and technical structure, of which the most important is industrial structure.
2) the level of economic development. The level of economic development refers to the scale, speed and level of a country's economic development. The commonly used indicators reflecting a country's economic development level include gross national product, national income, per capita national income, economic development speed and economic growth speed.
3) Economic system. Economic system refers to the economic organization form of a country. The economic system stipulates the relationship between the state and enterprises, enterprises and enterprises, enterprises and various economic components, and regulates or influences the scope, content and mode of social and economic flows through certain management means and methods.
4) Macroeconomic policies. Macro-economic policy refers to the strategies and tactics formulated by the state and the party to achieve the national economic development goals in a certain period of time, including comprehensive national economic development strategy and industrial policy, national income distribution policy, price policy, material circulation policy, fiscal and monetary policy, labor wage policy, foreign trade policy and so on.
The analysis of the economic environment of an enterprise is to analyze the above elements, accurately analyze the influence of the macroeconomic environment on the enterprise by using various indicators, and thus formulate the correct business strategy.
3. Analysis of social culture and natural environment (S-social). The social and cultural environment includes the social nature of a country or region, people's values, population status, education level, customs, religious beliefs and so on. The natural environment includes geography, climate, resources, ecology and other factors of the region or market.