Eight models of data analysis: detailed PEST model

Hello everyone , I am a little girl who loves learning xiong Xiong Mei . Today we introduce a business model for industry analysis ：PEST Model .

One 、 What is? PEST

PEST It refers to the four key factors affecting the development of the industry ：

• policy （Political）： The government's regulatory policy on the industry
• economic （Economic）： The macroeconomic situation
• social （Social）： The trend of social development
• technology （Technological）： New technologies are emerging

Synthesis of four factors PEST. Even if you're not a professional data analyst , I can feel it ： policy 、 economic 、 social 、 Technology will affect the development of the industry . The problem is , How to put these four factors , Quantified into analyzable indicators ？

Two 、P How to quantify

First , policy （P） The impact of is the most difficult to quantify 、 Most difficult to predict , And most importantly （ Especially in our country , Do you know ） such as 2021 year ,K12 Extracurricular counseling industry , It was directly destroyed by the policy . There are millions of employees in the extracurricular counseling industry , No one can analyze it .

Therefore, the policy impact can only be judged by trend , It is difficult to quantify directly . Unless an industry has experienced periodic policy adjustment , In order to quantify , Loose policy / When tightening , What is the development trend of the industry . Similar to extracurricular counseling, which is directly ignored by the policy , There's no way to analyze , We can only find ways to collect policy information ……

3、 ... and 、E How to quantify

economic E It's easier to quantify . Because of the macroeconomic situation , It will be upstream 、 Downstream enterprises , And the new entry of the industry itself / Exit the player , Get full performance . also , This performance will certainly be reflected in their own enterprises .

such as 2021 year , Electricity is limited in many places , As a result, the plant cannot start normally , Order delivery delay . Many raw materials have gone up in price , Cause the cost of goods to rise , These are macroeconomic effects .

quantitative E When , Generally from the following three perspectives

• The operation of upstream enterprises is better / Harder to → The cost of our company is higher / A lower
• The operation of downstream enterprises is better / Harder to → As a result, our sales are better / Worse
• Compared with other industries , My industry is better / Worse → Lead to more players entering the industry / less

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Four 、S How to quantify

social S It's hard to quantify . Because there are always new trends of thought in society 、 New pop culture 、 Fresh air is still emerging , And these things are hard to specify , For example, fashion index , Hobby index is an indicator .

therefore , Want to quantify S, It is recommended to directly look at the end-user group of the industry , Through to End user requirements Understanding , To judge the possible impact of social change on the industry .

Common indicators , Include ：

• Number of users ： Increase or decrease
• Shopping channels preferred by users ： on-line / Offline , Scale change
• Information channels preferred by users ： Traditional media / The new media , Scale change
• The type of goods users like ： The characteristics of popular goods

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Before analysis , Be sure to set the target users of your enterprise first , For example, it is distributed in 1、2、3 Line city 、 Age 25-45 Women between the ages . With this setting , You can find the data separately .

The number of users can be obtained from the National Bureau of statistics , User preferences , It can be obtained through market survey sampling , Or through tmall / JD.COM / Tiktok / Kwai and other platforms released platform user portrait data to get. .

5、 ... and 、T How to quantify

T It is relatively easy to quantify , because T The change of , Will reflect the new selling points of the goods / Changes in production costs . So it doesn't matter what the specific new technology is , Just ask our supply chain / Development Engineers , Can this new technology affect revenue / Cost is enough .

There may be , The new technology is still in the conceptual stage , It is not clearly expressed as a commodity function point / Improvement of production process . It's not easy to judge at this time , It is better to wait for a relatively clear commodity function point / After the production process comes out , Do the evaluation again .

6、 ... and 、PEST Comprehensive application of

Be careful ：PEST As a macro factor affecting the industry , Generally, it will not change dramatically , There will be a gradual change process . For example, before the introduction of the policy , There will be news in the media . For example, changes in upstream industries , Generally, some existing enterprises have changed , Then there are industry wide changes .

therefore ,PEST Analysis of , There is no need for daily / Weekly tracking data . The indicators themselves do not change very much , Collecting data is very difficult . It's usually during the monthly resumption , Show the signs of change , At the time of quarterly resumption , If PEST Release major changes in some way , Then analyze the data separately . This can meet the needs , Without adding a lot of work .