PEST分析法是一个常用的分析工具，主要应用在宏观分析模型角度（例如战略分析），也是商科专业留学生写paper最常用的分析方法。它通过政治P、经济E、社会S及技术T四个方面的因素分析从总体上把握宏观环境，并评价这些因素对企业战略目标和战略制定的影响。PEST分析是指宏观环境的分析，P是政治(PoliticalSystem)，E是经济(Economic)，S是社会(Social)，T是技术(Technological)。在分析一个企业集团所处的背景的时候，通常是通过这四个因素来进行分析企业集团所面临的状况。本文致远教育分享Pest分析法及Pest分析模型范文。
PEST分析定义
PEST分析是指宏观环境的分析，P是政治(Politics)，E是经济(Economy)，S是社会(Society)，T是技术(Technology)。PEST是从政治（Politics）、经济（Economic）、社会（Society）、技术（Technology）四个方面，基于公司战略的眼光来分析企业外部宏观环境的一种方法。公司战略的制定离不开宏观环境，而PEST分析法能从各个方面比较好的把握宏观环境的现状及变化的趋势，有利于企业对生存发展的机会加以利用，对环境可能带来的威胁及早发现避开。
PEST分析方法通常采用矩阵式的方法，就是在坐标中分成四个象限。如拿政治和经济两个做坐标，政治环境和经济环境都好的情况下，就应该发展。政治环境和经济环境都不理想的情况下，就不能发展。环境一个好一个不太好时，就要适当考虑，可以发展也可以不发展。
如何应用PEST分析法
1、构建PEST分析结构
从结构和要素上看：PEST分析方法，在一级要素上分为政治、经济、社会和技术4个因素，这看似清晰简单，实则复杂，因为只要一讲到宏观两个字，每个人都有一种飘忽的感觉。虽然PEST分析给出了4个必要的分析结构，但这4个因素后面再怎么去分解、再怎样去分析，就并没有说的那么容易了，大部分情况下只能是依靠个人的判断和认知，这让分析者无从下手。
所以，要完善PEST分析方法，首先要解决的应是先建立一个分析框架或是要素结构，把原有以主观、开放为主的分析，变为：有框架可依、有要素参考、有范式操作的系统架构，这是PEST标准化的第一步。
2、设计PEST分析评价准则
我们再继续围绕上文谈到的问题讨论，传统PEST分析中过于依赖专家和个人，主观性强，这个问题不光体现在确立分析要素环节，也发生在因素评价环节（对找出的因素进行评价）。以往的因素评价，主要是靠个人或团体会议，就某一项因素来说，例如：周边地区的政治稳定性（摘录：政治因素（一级）政治形势（二级）三级因素），对组织战略或项目的干扰程度是否存在，是有利还是有害，程度如何，全凭主观定性式的论述，即使是采用专家群体评议法，也不能将所有的评价因素考虑全，而且某些集体评议法还会受到权威、跟风等不利因素的影响，输出的结果看似有条有理，但会存在一定模糊性，不利于后期分析。进行PEST分析，最大的输出价值是：能够对总体、局部形势进行全面性量化分析，给决策者一个整体性、可视化表达，同时将得出的关键影响因素，能够定性或量化输入到SOWT分析模型中，供进一步决策使用，这才是PEST分析的价值关键。
所以构建指标评价体系和可视化表达系统是提高PEST可用性的另一个前提。
PEST分析模型范文
以下是一篇PEST分析模型范文分享，以供大家参考，希望能够结合上面的提到的PEST分析法定义以及如何应用PEST分析发给大家一些写作思路。
1.P(politicalfactor)
DisneyfilmsisrepresentedbytheUnitedStates.Theanalysisofpoliticalfactorsmainlyincludesthegovernment’smacrocontrolanddirectmanagementofthemedia,lawsandregulationsofcommunication,massmediapolicies,etc.Fromthepoliticalpointofview,becausetheUnitedStatesisacapitalistcountry,thefreecapitalistsystemisdeeplyrootedintheheartsofthepeople,andthecompetitivecultureisalsoverydeveloped.TheUnitedStatesisacompetitivecountry,andcompetitionisencouragedinmanyways.Theroleofgovernmentincompetitionisverysmall.Theroleofgovernmentistoplayareferencetocompetition,notasahighstandard,notasaparticipant.Therefore,intermsofthegovernment’smacrocontrolanddirectmanagementofthemedia,theUnitedStatesisquiteloose.HerearetwofactorsthatIthinkhaveagreatinfluenceonDisneyfilmproductioncompanyfromapoliticalperspective:
(1)Gradingsystem
ThefilmratingsystemoftheUnitedStatesisacommitteecomposedofparentsorganizedbytheMotionPictureAssociationofAmerican(MPAA),whichevaluatesthefilmonbehalfoftheviewsthatmostparentsmaygiveaccordingtothetheme,language,violence,nudity,sexualscenesanddrugusescenesofthefilm.Thepurposeistoprovideparentswithinformationaboutthefilminadvance,andhelpparentstojudgewhichfilmsaresuitableforchildrenofaspecificage.Ratingshavenothingtodowiththequalityofthecontent.
MPAAservesitsmembersinLosAngelesandWashington.ThemainmembersofitsCommitteearethechairmenandpresidentsofthesevenlargestfilmandtelevisionmediagiantsintheUnitedStates,whicharealsomembersofMPAA.Theyare:
InfluencedbytheAmericanratingsystem,mostofthefilmsproducedbyDisneyaregorPG.ThismayputforwardsomerequirementsforDisney’sthemeexpressionandcontentdisplay.However,sincemostofthemoviethemesproducedbyDisneyfilmproductioncompanyareanimationandtwoofthemainmembersofMPAAbelongtoDisneyCompany,ingeneral,theclassificationsystembringssomeadvantagestoDisneyCompany.
(2)Antitrustlaw
ThisisthegeneralnameofthestatutelawformulatedbyCongresstoprotectcompetition,opposemonopolyandrestrictivetradepracticesaftertheUnitedStatesenteredthestageofmonopolycapitalism.
Theenforcementofanti-monopolylawistheprotectionoffreecapitalism,sothat,althoughforalargecompanylikeDisney,theinterestsaredamaged.Butfromtheaspectofworkinnovation,itispreciselybecauseofthepressureofanti-monopolylawthatDisneyfilmproductioncompaniesareencouragedtoinnovatetheoldandconstantlycreateandimprovedifferentthemes,whichisalsoconducivetopromotingthedevelopmentoftheAmericanfilmmarkettowardsdiversificationandhealth.
2.E(economicfactor)
Astheworld’ssecondlargestmediagiantafterAOLTimeWarner,DisneyrankedthehighestinthemediaindustryamongtheFortune500in2001,ranking17thwithanannualrevenueofUS$25.402billion.Thiscenturyoldentertainmentempire,with120000employeesallovertheworld,hasmorethantencableTVchannels,fivemagazinepublishinggroupsandfournewspapers,sixmusicbrandsandeightmajorAmericanbroadcastingcompanies,includingABC,10TVstations,29radiostations,18Internetcompanies,MGMfilmcompany,WaltDisneyfilmproductioncompany,etcFilmproductioncompanies;DisneylandinLosAngelesandParis,DisneylandinFlorida,Disneylandanimalkingdom,worldsportscomplexkingdom;27hotels,twocruiseyachts,severalhockeyandbaseballteams,Disneyacademy,etc.
Butit’sjust2001statistics.Atthattime,Disneyclaimedthatithadenoughcashtocompleteanyacquisitionplan,enoughcashreservesofupto$4.5billionandstrongloanabilitytoplayaleadingroleintheacquisitionmarket.Infact,hedid.Inthepast10years,Disneyhasspent15billiondollarstobuyPixar,marvelandLucaspictures,andhasthousandsofcharacterssuchasBuzzLightyear,LukeSkywalkerandironman.Fortheirhugeentertainmentempireandfilmindustryhasinjectedanewandstrongforce.
Accordingtothelatestdata,thecompanyisnowexperiencinganotherpeakinitshistory.InthesecondquarterendedMarch28,2015,Disney’srevenuereached12.46billionUSdollars(about77.23billionyuan),higherthantheaverageanalyst’sexpectationof12.25billionUSdollars(about75.9billionyuan),withapershareprofitof1.23USdollars,higherthantheaverageanalyst’sexpectationof1.11usdollars.
Inthepastsixquarters,Disneyhasexceededanalysts’averageexpectationsinfivequarters.Fortuneeventhinksthecompanyisgoingthroughapeak,andForbesrecentlysaidDisneywasthemostprofitablefilmcompanylastyear.Sincethisyear,theDisneymovieCinderellahasmade521millionUSdollars(3.23billionyuan)ofglobalboxoffice,whileAvengerLeague2hasmade1.2billionUSdollars(7.44billionyuan).DisneywillalsoreleaseStarWars7:theawakeningoftheforcethisyear,whichhasattractedmorethan200millionviewers.SoDisney’searningsinthefirsthalfoftheyeararestillstrong.Disneyisalandoffairytales.
3.S(socialfactors)
Theconsiderationandanalysisofsocialfactorsaremainlyfromthefollowingaspects:
(1)Thenumberandgrowthofaudiences:withthedevelopmentofeconomicglobalization,thenumberofaudiencesofDisneyanimatedfilmsisnolongerlimitedtothedomesticmarket.Nowadays,theboxofficemarketofaDisneyanimatedfilmisallovertheworld.InadditiontotheNorthAmericanmarketandEuropeanmarket,inrecentyears,theAsianmarket,especiallythemainlandmarket,hasbecomeastrongboxofficeguaranteeforDisneyfilms.ThenumberofDisneyanimatedfilmsisincreasingyearbyyear.
(2)Ageandchangeofaudience:DisneyanimationfilmsarebasicallygorPG,whichmeansDisneyanimationfilmsareaimedattheaudienceofthewholeyear.Butinthebeginning,animationwasconsideredtheexclusiveofchildren,notthetypeoffilm.Itwasn’tuntil1937thatDisneyStudiosreleasedsnowwhiteandthesevendwarfs,thefirstlonganimatedfilminthehistoryofthemovie,thatpeoplechangedtheirminds.Sincethen,animationfilmisnotonlyaformofchildren’sentertainment,butalsoamainstreamformoffilm,whichalsobroadenstheaudienceageofDisneyanimationfilm.
(3)Culturalbackground,valuesandbeliefAesthetics
DisneyCompanyisbasedintheUnitedStates,soitsculturalbackground,valuesandbeliefaestheticshaveainextricablerelationshipwithAmericanculture.Therefore,inDisney’sanimatedfilms,wecanalsoseethespiritof”AmericanDream”strivingforsuccess,theyearningandpraiseforfreedomanddemocracy,andthetypicalAmericanpersonalheroism.
ItcanbesaidthatDisneyfilmcompanyisatypicalrepresentativeofAmericanculturaloutput,butinordertoadapttothemarketofothercountries,itwillalsotimelyadjustandadaptsomeofit
ItcanbesaidthatDisneyfilmcompanyisatypicalrepresentativeofAmericanculturaloutput,butinordertoadapttothemarketofothercountries,itwillalsotimelyadjustandadaptsomeofitsowncontent.Forexample,”Mulan”isananimatedfilmwithChinesecolorcreatedbasedonChinesefolkstories.Princessandfrognotonlychangesthetraditionalwhiteprincessintotheblackprincess,butalsochangesthebackgroundofthestorytotheModernNewOrleans.ItisalsoaninnovationofDisney.
4.Scientificandtechnologicalfactors
ThereisnodoubtthattechnologyisagoodplayforDisneyfilmcompany.Almostinthe20thcentury,Disney’sanimatedfilmsaretheleadingonesintheboxoffice.Atthesametime,Disneyisalsothecreatorofalmostallnewanimationtechnologies.
Thefactoranalysisofscienceandtechnologyenvironmentmainlyincludessocialscienceandtechnologylevel,NationalScienceandtechnologypolicyandlegislation,NationalScienceandtechnologysystem.Intheserespects,theUnitedStatesisundoubtedlythebest.TheUnitedStateshasdevelopedsocialscienceandtechnology,nationalpoliciesandlegislationsupportandencouragescientificandtechnologicalinnovation,andthenationalscienceandtechnologysystemisalsoverycomplete.Thefirstcomputer-basedanimatedfilm”ToyStory”intheworldcomesfromPixarAnimationStudio(nowbelongingtoDisneyfilmcompany).Bytheendofthe20thcentury,Americananimationfilmsmadealotofuseofdigitaltechnologyandcomputertechnologytomakethepicturemorerealistic.Nowadays,mostofAmericananimationfilmsareCGfilmsandTVanimations.WecanseethedifferencebetweenAmericananimationpicturesandJapanesehand-paintedanimationpictures.CGfilmandtelevisionanimationiscomputeranimation,whichisatechnologyofmakinganimationwiththehelpofcomputer.
