“大雪将至”
Ein ganzes Leben
01.
PEST分析（分析企业外部宏观环境）
P-政治法律环境：包括产业政策、货币政策、税收政策等
E-经济环境：包括经济周期、通货膨胀、经济发展阶段等
S-社会文化环境：包括人口变化、年龄结构、社会人文情况等
T-科学技术环境：包括技术创新、生产和工艺创新、新技术使用效率等
PEST analysis (analysis of the external macro environment of the company)
P-political and legal environment: including industrial policy, monetary policy, taxation policy, etc.
E-economic environment: including economic cycle, inflation, economic development stage, etc.
S-Social and cultural environment: including population changes, age structure, social and cultural conditions, etc.
T-Science and Technology Environment: Including technological innovation, production and process innovation, new technology use efficiency, etc.
02.
波特五力模型分析（分析企业外部微观环境）
供应商的议价能力：当供应商的投入要素占到对企业的产品生产过程很重要时，其议价能力较强、企业处于一个相对而言弱势的地位；
买方的议价能力：当购买者所购买的基本上是一种标准化产品时、其议价能力较强、企业处于一个相对弱势的地位；
潜在进入者的威胁：潜在进入者在给行业带来新生产能力、新资源的同时会与现有企业发生原材料与市场份额的竞争，影响企业的盈利能力；
替代品的威胁：两个处于不同行业中的企业，可能会由于所生产的产品是互为替代品，从而产生相互竞争行为；
同行业竞争者的竞争程度：现有企业之间的竞争常常表现在价格、广告、产品介绍、售后服务等方面，其竞争强度与许多因素有关。
Porter's five forces model analysis (analysis of the external micro-environment of the enterprise)
Supplier’s bargaining power: When the supplier’s input factors are important to the company’s product production process, its bargaining power is relatively strong and the company is in a relatively weak position;
Buyer’s bargaining power: When the buyer is basically buying a standardized product, its bargaining power is strong, and the company is in a relatively weak position;
Threats of potential entrants: While potential entrants bring new production capacity and new resources to the industry, they will compete with existing companies for raw materials and market share, which will affect the profitability of the company;
The threat of substitutes: Two companies in different industries may compete with each other because the products they produce are substitutes for each other;
The degree of competition among competitors in the same industry: The competition among existing enterprises is often manifested in price, advertising, product introduction, after-sales service, etc. The intensity of competition is related to many factors.
03.
SWOT分析（分析企业内部环境）
S-优势：企业的内部因素，主要包括企业的核心竞争力、有利的竞争态势等；
W-劣势：企业的内部因素，主要包括企业的管理能力、经营能力等；
O-机会：企业的外部因素，主要包括新的市场需求等
T-威胁：企业的外部因素，主要包括企业的竞争对手、替代品、行业环境的变化等
SWOT analysis (analysis of the internal environment of the company)
S-advantages: the internal factors of the company, mainly including the company's core competitiveness, favorable competitive situation, etc.;
W-Disadvantages: the internal factors of the enterprise, mainly including the management ability and operating ability of the enterprise;
O-opportunity: external factors of the company, including new market demand, etc.
T-threat: the external factors of the company, including the company's competitors, substitutes, changes in the industry environment, etc.
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