??????????? PEST???

1
3.3 ?????????(?)

• ????????
• 1?????????????????????????????????????????????
  ?
• 2?????????????????????,???????????????,???????
  ?????,?????????????????????????

2
3.3 ?????????(?)

• ??????

1???????? 2??????? 3??????????????? 4??????????? 5
????????????????????????????? 6?????
3
3.3 ?????????(?)

• ?????????

1?????? 2?????? 3??????,??????? 4????????
4
3.4 ?????????????
Proactive Reactive
Profit advantage Competitive pressures
Unique products overproduction
Technological advantage Saturated domestic markets
Exclusive information Excess capacity
Tax benefit Declining domestic sales
Economies of scale Proximity to customers and ports
5
?????????

• 
  ??????????/???????????????????????????????????????
  ????????????????????????????????????????2005?3?31?
  ???2004??????????669????

6
????

• 1946?5?,?????????????????????"??????????"?1958?,??
  ???????(???????),?????????

7
?????
???
????
8
??????

• ??????????????????????????????????????
• ??Playstation??????
• ?????????????????SMEI???????????SMEJ????????????
  ???????????????

9
?????

• 60??????????????????????
• 70?????????????????,????????,????
• 80???????????

10
?4? ??????

• 4.1 ?????????
• 4.2 ??????????
• 4.3 ?????????
• 4.4 ????????
• 4.5 ???????

11
4.1 ?????????

• ????
• ??????
• ??????????
• ????????

12
4.2 ??????????

• ????????????????????????????????????????????,????
  ?????,?????????????????????????????,??????????????
  ????????????,???????,??????????????????????

13
4.3 ?????????

• ??????????????????????????????????????????
• 4.3.1 ???????
• 4.3.2 ???????
• 4.3.3 ?????

14
4.3.1 ???????
????????(1)
Stage One Preliminary Screening for Attractive
Country Markets Key questions to be
answered Which foreign markets warrant detailed
investigations?
15
4.3.1 ???????(?)
????????(2)
Stage Two Assessment of Industry Potential Key
questions to be answered What is the aggregate
demand in each of the selected markets?
16
4.3.1 ???????(?)
????????(3)
Stage Three Company Sales Potential Analysis Key
questions to be answered How attractive is the
potential demand for company products and
services?
17
4.3.2 ???????

• ?????????,?????????????????????????????????
  ??????????????????????????????????????????,???????
  ??????????????,??????????

18
4.3.3 ?????

• ???????????????????????????????????,??????????????
  ??????

19
4.4 ????????

• Use of data already collected by other
  organizations, such as governments, international
  institutions, service organizations, trade
  associations, directories, and other firms -
  requires interpretation, analysis, and
  cross-checking of the results.

20
??????
21
?????????

• ??
• ????
• ?????
• ????
• ????????
• ??????

22
4.5 ???????
?????????????????????

• Ways to obtain primary research data
• Interviews - useful when very narrow questions
  can be used
• Focus groups - 7 to 10 knowledgeable people used
  hidden issues may arise
• Observation - researcher is nonparticipating
  observer of activity and behavior
• Surveys - questionnaires
• Experimentation - rarely used hard to create
  constant or comparable variables

23
??

• 1????????????????,???????????????GDP??????????????
  ????????????????????????
• 2?????????????????????????????????????????????????
  ?