I企业集团多元化发展战略分析.docVIP

摘 要 本文在整合已有理论的基础上，对企业集团多元化经营进行了详细的分析。对企业集团的概念、作用和我国企业集团的发展现状进行了论述；并就多元化经营与专业化经营的概念、分类、优劣势以及相互关系进行了分析。由此总结出了企业集团选择多元化经营的四点原因—分散企业经营风险、获得规模经济和协同效应、增强对市场的控制力和企业家原因；同时分析出了企业集团进行多元化经营应具备的条件，如良好的资金运作能力、自身的核心竞争力、健全的生产管理体制和企业文化；最后提出了开展多元化经营的方式：内部扩展和外部并购，以及影响多元化经营成败的关键因素：主营业务、企业集团自身能力和目标市场前景。并且依据以上理论结合巨人集团多元化经营的案例进行了分析，总结出了巨人集团进行多元化经营的原因、所欠缺的条件及其在多元化实施过程中所犯的错误。 关键词：企业集团 多元化经营 核心竞争能力 Abstract Based on developed theory, this article provides a detailed analysis on conglomerate’s diversified operation models. The concept of conglomerate, its economical impacts and current development status in China are clearly presented. What’s more, this article compares diversified operation model and specialized operation model by analyzing the definitions, categories, advantages and disadvantages, and the interaction between each other. With the thorough analysis, the author finds out that conglomerate corporations choose to use diversified operation model for the 4 following reasons 1) decentralizing operation and management risk 2) achieving scale of economy 3）strengthening its control on market 4）entrepreneur’s intuitive decision. Meanwhile, the article presents the prerequisites for diversified operation in Conglomerate Corporation, such as good financial management, core competence build-up, effective production and management system and corporate culture. Finally, the author identifies and concludes that 1) Conglomerate Corporations can realize diversified operations by internal development and external acquisition; 2) the key factors like main business, corporation’s capability and its target market determines whether diversified strategy can succeed. The case study on the failure of Giant Group’s diversified strategy supports as a solid proof on what the author has concluded. Key words: Conglomerate Corporate, Diversified Strategy, Core Competence 企业集团多元化发展战略分析 绪论 随着市场边界的不断扩大,特别是全球化浪潮的冲击,企业集团面临的竞争范围和发展空间也日益增大。企业集团要想有力地应对竞争、追求利润，就需要自身长足的发展。这不仅使其扩大产出规模，而且使