The Analysis And Evaluation On Influences Of Macro-enviroment On Enterprises

In the world nowadays, the complexity and dynamic characteristic of macro-environment where enterprises are situated are much more outstanding than any historical period. Only by adapting the environment can enterprises exist and develop, so they must understand the condition of the macro-environment where they are situated and the influences of macro-environment on themselves, then they evaluate the macro-environment in order to point the way out to develop. But by now, no effective method was found to evaluate comprehensively the macro-environment, therefore, to analyze the influences of macro-environment and study the evaluation methods of macro-environment are of momentous significance both in theory and practice.According to the influence extent of external environment on the enterprises, it can be divided into macro-environment and micro-environment.The micro-environment is also known as the direct environment which includes mainly users, competitors, suppliers, distributors and creditors.Whereas the macro-environment is also known as indirect environment which consists of political and legal environment, social and cultural environment , economic environment, science and technology environment. In general, the change of macro-environment is earlier than that of micro-environment which results in the influences on enterprises either direct or indirect. This paper introduces the structure of external environment and the characteristics of macro-environment, and then analyzes the relationships between macro-environment and enterprises.Next, this paper analyzes the influences of macro-environment on enterprises in accordance with the four aspects mentioned above. On the basis of the influence factors, it establishes evaluation index system. In the light of the above four aspects, it subdivides each factor and constructs an evaluation system consisted of four levels.Through various comparison and choice of every evaluation method, thewriter combines the Fuzzy Comprehensive Evaluation Method and Efficacy Coefficient Method effectively with creativity, and obtains an evaluation method that is operated easily and scientific reasonably. With the method, we can transform the actual figure of each index or remark grade into the corresponding evaluation one. Among the above evaluation methods, a very important part is the determination of the weight, the writer has studied the method of determining weight and chooses the Analytic Hierarchy Process.In the end, with the usage of the above evaluation method, this paper carries out the positive study on the macro-environment in 2001 and discusses concisely how to predict the future with the method.