Worksheet Answers – Chapter 6: External Influences on Business Activity | 第6章练习答案：企业外部环境影响

📚 Worksheet Answers – Chapter 6: External Influences on Business Activity | 第6章练习答案：企业外部环境影响

This revision guide provides model answers for the Chapter 6 worksheet on external influences. It covers PEST analysis, key economic indicators, legal changes, technological disruption, social trends and environmental pressures that shape business decisions.

本复习指南提供第6章外部影响练习题的模范答案。内容涵盖PEST分析、关键经济指标、法律变化、技术颠覆、社会趋势以及影响企业决策的环境压力。

1. Defining External Influences and the PEST Framework | 外部影响的定义与PEST框架

Worksheet question: Define ‘external influences on business activity’ and explain why managers use PEST analysis.

练习题：定义“企业活动的外部影响”，并解释管理者为何使用PEST分析。

Answer: External influences are factors outside the business that can affect its costs, demand, revenue and strategic choices, but which the firm cannot directly control. PEST analysis provides a structured way to scan the business environment under four headings: political/legal, economic, social and technological.

答案：外部影响是来自企业外部、会影响其成本、需求、收入和战略选择，但企业无法直接控制的因素。PEST分析为企业提供了一种结构化的方法，从政治/法律、经济、社会和技术四个方面审视经营环境。

Managers use PEST analysis because it helps them identify opportunities and threats early, reduce risk and prepare contingency plans before external changes damage performance.

管理者使用PEST分析是因为它有助于尽早发现机会和威胁、降低风险，并在外部变化损害企业绩效之前制定应急计划。

PEST category	Example	中文示例
Political/legal	Minimum wage laws, environmental regulations, taxation policy	最低工资法、环境法规、税收政策
Economic	Inflation, unemployment, interest rates, exchange rates	通货膨胀、失业、利率、汇率
Social	Demographic change, lifestyle trends, education levels	人口结构变化、生活方式趋势、教育水平
Technological	Automation, e-commerce, artificial intelligence	自动化、电子商务、人工智能

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2. The Impact of Rising Interest Rates | 利率上升的影响

Worksheet question: Explain two ways an increase in interest rates may affect a car manufacturer.

练习题：解释利率上升可能对汽车制造商产生的两种影响。

Answer: First, higher interest rates raise the cost of borrowing. The car manufacturer may delay investment in new machinery and factory expansion because loan repayments become more expensive.

答案：第一，利率上升会提高借贷成本。由于贷款偿还额增加，汽车制造商可能会推迟对新设备和工厂扩建的投资。

Second, higher interest rates reduce consumer demand for cars because many buyers rely on loans or hire purchase agreements. When borrowing is more expensive, fewer consumers can afford to buy new vehicles, so sales revenue may fall.

第二，利率上升会减少消费者对汽车的需求，因为许多购车者依赖贷款或分期付款。借款成本提高后，能负担新车的消费者减少，销售收入可能下降。

Application: A manufacturer with high gearing and variable-rate debt will face a double squeeze: higher finance costs and weaker market demand. Managers may respond by offering lower-priced models or focusing on export markets where interest rates are lower.

应用：高杠杆且持有浮动利率债务的制造商将面临双重压力：融资成本上升和市场需求疲软。管理者可能通过推出低价车型或将重点转向利率较低的出口市场来应对。

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3. Inflation: Cost-Push and Demand-Pull | 通货膨胀：成本推动与需求拉动

Worksheet question: Distinguish between cost-push and demand-pull inflation and explain one business consequence of each.

练习题：区分成本推动型通货膨胀和需求拉动型通货膨胀，并分别解释一种商业后果。

Answer: Cost-push inflation is caused by rising production costs, such as wages, raw materials and energy. For businesses, it squeezes profit margins unless firms can pass the higher costs on to customers as increased prices.

答案：成本推动型通货膨胀由工资、原材料和能源等生产成本上升引起。对企业而言，除非企业能将成本上涨以提价方式转嫁给顾客，否则利润空间会受到挤压。

Demand-pull inflation arises when total demand in the economy exceeds supply. In the short run, firms may enjoy higher sales revenue and fuller capacity utilisation, but the resulting wage claims and menu costs can erode competitiveness.

需求拉动型通货膨胀产生于经济中总需求超过总供给。短期内企业可能获得更高的销售收入和更充分的产能利用，但随之而来的加薪要求和菜单成本可能削弱竞争力。

Evaluation: Moderate demand-pull inflation can be good for revenue growth, while cost-push inflation is almost always harmful because input costs rise faster than selling prices can be adjusted.

评价：适度的需求拉动型通胀有利于收入增长，而成本推动型通胀几乎总是不利的，因为投入成本的上升速度往往超过售价调整的速度。

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4. Changes in Unemployment | 失业率的变化

Worksheet question: Analyse how falling unemployment can create both benefits and problems for a large retailer.

练习题：分析失业率下降如何给大型零售商带来好处和问题。

Answer: Falling unemployment usually increases household incomes and consumer confidence, so aggregate demand rises. A large retailer may enjoy higher footfall, stronger sales and the opportunity to expand its product range.

答案：失业率下降通常会增加家庭收入和消费者信心，从而推动总需求上升。大型零售商可能迎来更高的客流量、更强劲的销售以及扩大产品范围的机会。

However, falling unemployment often creates labour shortages. Skilled and even unskilled workers become harder to recruit, and employers may have to raise wages to attract staff. This increases operating costs and can reduce profit margins, especially in labour-intensive retailing.

然而，失业率下降往往会造成劳动力短缺。熟练甚至非熟练工人都更难招聘，雇主可能不得不提高工资以吸引员工。这会增加运营成本，特别是在劳动密集型的零售业中压缩利润率。

Application: A supermarket chain may need to invest in self-checkout technology or staff retention schemes to cope with a tight labour market while still serving rising customer demand.

应用：超市连锁可能需要在劳动力市场紧张的情况下投资自助收银技术或员工留任计划，同时继续满足不断增长的顾客需求。

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5. Exchange Rate Depreciation | 汇率贬值

Worksheet question: Explain the impact of a depreciation in the home currency on an export-oriented business and an import-dependent business.

练习题：解释本币贬值对出口导向型企业和进口依赖型企业的影响。

Answer: A weaker home currency makes exports cheaper in foreign markets, so an export-oriented business may experience higher sales volumes and increased revenue when measured in the home currency.

答案：本币贬值使出口产品在国外市场上变得更便宜，因此出口导向型企业的销售量可能上升，以本币计算的收入也会增加。

For an import-dependent business, depreciation makes imported raw materials, components and finished goods more expensive. This raises production costs and may force the firm to increase prices, reduce margins or find domestic suppliers.

对于进口依赖型企业，贬值使进口原材料、零部件和成品更加昂贵。这会提高生产成本，迫使企业提价、降低利润率或寻找国内供应商。

Evaluation: The net effect depends on the price elasticity of demand for exports and imports. If export demand is price inelastic, a weaker currency may not boost volume enough to justify the lower foreign-currency price.

评价：净影响取决于进出口需求的价格弹性。如果出口需求缺乏价格弹性，本币贬值可能无法带来足够的销量增长来弥补外币价格下降。

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6. Legal Influences: The National Minimum Wage | 法律因素：国家最低工资

Worksheet question: Discuss two possible effects of an increase in the national minimum wage on a fast-food chain.

练习题：讨论国家最低工资提高对快餐连锁企业可能产生的两种影响。

Answer: An increase in the minimum wage raises direct labour costs, because fast-food chains employ many low-paid staff. This may reduce profit margins or force the chain to increase menu prices, which could lower demand if customers are price sensitive.

答案：最低工资提高会增加直接劳动力成本，因为快餐连锁企业雇用大量低薪员工。这可能降低利润率，或迫使连锁企业提高菜单价格，如果顾客对价格敏感，需求可能下降。

However, higher pay can improve staff motivation, reduce absenteeism and lower labour turnover. This cuts recruitment and training costs and may improve service quality, partly offsetting the initial rise in wage expense.

然而，加薪可以改善员工积极性、减少缺勤并降低员工流动率。这会减少招聘和培训成本，并可能提高服务质量，在一定程度上抵消最初工资支出的增加。

Evaluation: The overall impact depends on the proportion of labour costs in total costs and the ability of the chain to pass on higher prices without losing customers to competitors.

评价：总体影响取决于劳动力成本在总成本中的比例，以及连锁企业在不流失顾客的情况下将成本上涨转嫁给消费者的能力。

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7. Technological Change and E-Commerce | 技术变革与电子商务

Worksheet question: Evaluate the impact of e-commerce on traditional high-street retailers.

练习题：评价电子商务对传统实体零售商的影响。

Answer: E-commerce lowers barriers to entry and increases price transparency, so traditional retailers face more intense competition and pressure on profit margins. Online-only rivals often have lower overheads and can offer lower prices.

答案：电子商务降低了进入壁垒并提高了价格透明度，因此传统零售商面临更激烈的竞争和利润率压力。纯线上竞争对手通常管理费用更低，能够提供更低的价格。

However, retailers that adopt an omnichannel strategy can combine physical stores with online sales, click-and-collect services and social media marketing. This can widen market reach, reduce dependence on expensive high-street locations and generate valuable customer data.

然而，采用全渠道战略的零售商可以将实体店与线上销售、线上下单到店取货以及社交媒体营销结合起来。这可以扩大市场覆盖范围、减少对昂贵商业街店面的依赖，并生成有价值的客户数据。

Evaluation: The net effect depends on the speed of adaptation. Retailers that treat e-commerce as a threat often decline, while those that integrate digital channels can defend and even increase market share.

评价：净影响取决于企业的适应速度。将电子商务视为威胁的零售商往往会衰退，而整合数字渠道的企业则能守住甚至扩大市场份额。

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8. Social and Demographic Trends | 社会与人口结构趋势

Worksheet question: Identify one demographic trend and explain how it might affect a business producing baby food.

练习题：指出一种人口结构趋势，并解释它可能如何影响生产婴儿食品的企业。

Answer: In many developed countries, birth rates have been falling for several decades. This means the population of infants is shrinking, so the total market size for baby food is likely to decline.

答案：在许多发达国家，出生率几十年来持续下降。这意味着婴儿人口在减少，因此婴儿食品的总市场规模可能萎缩。

The baby food producer could respond by diversifying into senior nutrition products, fortified foods for older consumers, or expanding into emerging markets where birth rates remain higher. Such a shift reduces dependence on one declining segment.

婴儿食品生产商可以通过多元化进入老年营养产品、面向老年消费者的强化食品，或向出生率仍较高的新兴市场扩张来应对。这种转变减少了对单一萎缩细分市场的依赖。

Evaluation: Demographic change is slow but powerful. Businesses that monitor census data and adapt their product portfolios early gain a competitive advantage over less responsive rivals.

评价：人口结构变化缓慢但影响深远。密切关注人口普查数据并及早调整产品组合的企业比反应迟钝的竞争对手更具竞争优势。

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9. Environmental Pressures and Corporate Social Responsibility | 环境压力与企业社会责任

Worksheet question: Explain how increasing environmental awareness can be both a threat and an opportunity for a packaging manufacturer.

练习题：解释环境意识增强如何对包装制造商既是威胁又是机会。

Answer: Stricter environmental laws, plastic taxes and consumer pressure may raise compliance costs and reduce demand for single-use plastic packaging. If the firm relies on non-recyclable materials, its sales and reputation may suffer.

答案：更严格的环境法规、塑料税和消费者压力可能提高合规成本，并减少对一次性塑料包装的需求。如果企业依赖不可回收材料，其销售和声誉可能受损。

However, developing biodegradable, compostable or easily recyclable packaging can differentiate the firm from competitors. It can attract environmentally conscious customers, win large contracts from retailers with sustainability targets, and qualify for green subsidies or tax breaks.

然而，开发生物降解、可堆肥或易于回收的包装可以使企业区别于竞争对手。它可以吸引具有环保意识的客户，赢得具有可持续发展目标的零售商的大额合同，并获得绿色补贴或税收减免。

Evaluation: Environmental pressure is a threat mainly to firms that resist change. Businesses that embed sustainability into product design can turn regulation and consumer sentiment into a source of competitive advantage.

评价：环境压力主要威胁那些抗拒变化的企业。将可持续性融入产品设计的企业能够把法规和消费者情绪转化为竞争优势。

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10. Strategies for Managing External Risk | 管理外部风险的策略

Worksheet question: Evaluate two strategies a business might use to reduce the risks from external environmental change.

练习题：评价企业可用于降低外部环境变化风险的两种策略。

Answer: Diversification involves spreading activities across different markets, product lines or regions. This reduces dependence on any single external factor, such as an exchange rate movement or a fall in demand in one country, because losses in one area can be offset by gains elsewhere.

答案：多元化是指将经营活动分散到不同的市场、产品线或地区。这降低了对任何单一外部因素的依赖，例如汇率变动或某一国家需求下降，因为一个领域的损失可以被其他领域的收益所抵消。

Scenario planning involves preparing alternative action plans for different possible future conditions, such as recession, rapid technological change or stricter regulation. It helps managers build flexibility into budgets, staffing and supply contracts so the business can respond quickly when the environment changes.

情景规划是指为未来可能出现的不同情况（如经济衰退、快速技术变革或更严格的监管）制定备选行动计划。它帮助管理者在预算、人员配置和供应合同中建立灵活性，使企业能在环境变化时迅速做出反应。

Evaluation: Neither strategy eliminates external risk, and both involve costs. Diversification may stretch management expertise, while scenario planning requires time and data. However, both improve organisational resilience and the quality of decisions under uncertainty.

评价：两种策略都不能消除外部风险，而且都会产生成本。多元化可能分散管理专长，而情景规划需要时间和数据。然而，两者都能提高组织的韧性以及在不确定性条件下的决策质量。

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