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Aside from the company’s internal resources and industry factors, there are several other macro-economic factors that can have a profound impact on the performance of a company. In particular situations such as new ventures or product launch ideas, these factors need to be carefully analyzed in order to determine how big their role in the organization’s success would be. One of the most commonly used analytical tools for assessing external macro-economic factors related to particular situation is PEST Analysis.
除了公司的内部资源和行业因素，一些其他的宏观经济因素也会对一家公司的业务产生深远的影响。尤其是在有诸如有新投资项目，或者有产品推出计划的情况下，为了判定这些因素在组织成功中所起到的作用有多大，这些因素都应该被仔细分析。用来评估与外部特定环境相关的宏观经济因素最常用的分析工具，便是PEST分析。
What is PEST Analysis?
什么是PEST分析？
PEST is an acronym for Political, Economic, Social and Technological. This analysis is used to assess these four external factors in relation to your business situation.
PEST，是政治、经济、社会和技术的缩写。这个分析是用来评估前述与业务前景有关的四个外部因素。
Basically, a PEST analysis helps you determine how these factors will affect the performance and activities of your business in the long-term. It is often used in collaboration with other analytical business tools like the SWOT analysis and Porter’s Five Forces to give a clear understanding of a situation and related internal and external factors.
一般而言，PEST分析可以帮助到去确定政治、经济、社会和技术这些因素如何长期影响企业的业务和活动。PEST分析，经常与其他分析业务的工具一并使用，比如，SWOT分析和波特五力分析模型，以便能清楚地了解某种情况，以及内外部相关的因素。
Understanding the PEST Factors
理解PEST的因素
Before you jump ahead and start using this analysis, you should understand what each of these factors in this analysis signifies.
在开始使用这个分析之前，你应该理解这个分析中的每个因素都代表着什么意思。
Political – Here government regulations and legal factors are assessed in terms of their ability to affect the business environment and trade markets. The main issues addressed in this section include political stability, tax guidelines, trade regulations, safety regulations, and employment laws.
政治-在这里，政府法规和法律因素，是根据其对商业环境和贸易市场的影响能力来进行评估的。本节所描述的主要问题，包括：政治稳定性、税收准则、贸易条例、安全条例和就业法规。
Economic – Through this factor, businesses examine the economic issues that are bound to have an impact on the company. This would include factors like inflation, interest rates, economic growth, the unemployment rate and policies, and the business cycle followed in the country.
经济—通过这一因素，业务检验对企业注定有影响的经济问题。这将包括，诸如：通货膨胀、利率、经济增长、失业率和政策，以及国家的商业周期等因素。
Social – With the social factor, a business can analyze the socio-economic environment of its market via elements like customer demographics, cultural limitations, lifestyle attitude, and education. With these, a business can understand how consumer needs are shaped and what brings them to the market for a purchase.
社会-社会因素，一个企业，通过诸如: 客户人群统计、文化局限性、生活态度和教育，去分析其市场的社会经济环境。有了这些，企业才能知晓消费者的需求是怎么样形成的，又是什么将它们带入市场中，用来采购的。
Technological – How technology can either positively or negatively impact the introduction of a product or service into a marketplace is assessed here. These factors include technological advancements, lifecycle of technologies, the role of the Internet, and the spending on technology research by the government.
技术——如何评估技术对产品导入，或服务进入市场的正面或负面的影响。这些因素包括技术进步、技术生命周期、因特网的作用，以及政府的技术研究支出。
An Example of PEST
PEST案例一则
Here is an example of PEST analysis that can give you a clear understanding of how this works:
以下是PEST分析的一个案例，可以让你清楚的了解PEST分析究竟是怎么样工作的：
PESTLE Analysis: An extension of PEST Analysis
PESTLE分析：PEST分析的延伸
What is PESTLE Analysis? PESTEL analysis is an extension of PEST that is used to assess two additional macroeconomic factors. These factors are the Legal and Environment conditions that can have an impact on the company. Examples of PESTLE analysis are similar to those of a PEST analysis, but they would include the following:
PESTLE分析是什么？PESTLE分析，是PEST分析的延伸，该分析还用来评估额外的两个宏观经济因素。这些因素，是对公司产生影响的法律和环境因素。PESTLE分析的例子，与PEST分析类似相似，但PESTLE分析，包括以下内容：
Environment:
环境：
-Changes in weather and climate
天气与气候的变化
-Laws regarding pollution and recycling
关于污染和循环利用的法律
-Waste management
废物管理
-Use of green or eco-friendly products and practices
使用绿色或环保产品，以及做法
Legal:
合规性：
Discrimination laws
歧视法
Health and safety laws
健康与安全法
Consumer protection laws
消费者保护法
Copyright and patent laws
版权与专利法
So, if you want to assess a business situation in a comprehensive way, a PEST analysis is a definite must that can help you understand the macroeconomic business environment.
因此，如果你想全面地评估一个公司的情况，PEST分析明显可以帮助你了解宏观经济的商业环境。
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