企业多元化战略研究.docx
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企业多元化战略研究
企业多元化战略研究
袁亚
Researchondiversificationstrategyofenterprises
Ya,Yuan
2014年3月25日
摘要
在市场竞争日益激烈的条件下多元化经营战略是企业寻求未来发展的一条重要途径。
多元化战略是目前企业热衷的战略选择,然而并非所有企业都能实行多元化。
许多企业由于忽视了多元化战略的前提条件,盲目进行多元化,导致企业陷入了许多误区.本文针对我国企业多元化发展状况进行了分析和研究,对多元化发展战略的成败因素及误区进行了探讨
随着经济的发展,企业要想在激烈的竞争中获得生存和发展的机会,固守一个产业、提供一种产品的经营模式已经越来越不能适应形势的发展。
纵观现代企业发展史,多元化化为一种普遍的企业成长方式,在大型企业的成长中占据着重要的地位。
开展各种形式的多元化经营已经成为全世界企业必须走的路子。
中国实施市场经济的时间不长,但是中国的企业在追求卓越的过程中,也越来越多的选择了多元化战略。
国内实施多元化成功的案例不多。
是什么原因造成了了这种现象?
怎样才能成功地实现多元化经营?
这已经成为摆在国内企业界和理论界面前不可回避的一个重大课题。
正是从这样的基点出发,产生了深入研究企业多元化战略的念头本文主要创新体现在很全面的分析了多元化战略管理的发展状况,对企业带来的利弊,以及成败因素的分析。
关键词:
市场经济;多元化战略;企业发展;经营模式
Abstract
DiversificationstrategyinanincreasinglycompetitivemarketconditionsforthefuturedevelopmentofenterprisesseekingaImportantway.Diversificationstrategyisastrategicchoicecurrentlycompanieskeen,however,notallcompaniescanimplementDiversification.SincemanycompaniesoverlookthepreconditionsdiversificationstrategytodiversifytheblindleadingenterprisesIndustryintoalotofmisunderstanding.AimingdiversifieddevelopmentofChina'senterprisesintheanalysisandresearchofmultiMistakessuccessfactorsanddiversifieddevelopmentstrategydiscussed
Witheconomicdevelopment,theenterpriseinordertogetthechanceinthefiercecompetitionforsurvivalanddevelopment,sticktoanindustry,toprovideaproductdevelopmentbusinessmodelhasbecomeincreasinglyunabletomeetthesituation.Throughoutthehistoryofthemodernenterprisedevelopment,diversificationintoacommonwayofbusinessgrowth,occupiesanimportantpositioninthegrowthoflargeenterprises.Variousformsofdiversificationhasbecometheworld'senterprisesmusttaketheroad.ImplementationofChina'smarketeconomy,thetimeisnotlong,buttheChineseenterprisesinthepursuitofexcellenceintheprocess,moreandmorechoiceforthediversificationstrategy.Successfulimplementationofdiversifieddomesticcasemuch.Iswhatcausesthisphenomenon?
Howtosuccessfullyachievediversification?
Ithasbecomeaplaceinfrontofthedomesticbusinesscommunityandtheoreticalinterfacecannotbeavoidedamajorissue.
Itisfromthisbasicpoint,resultinginathoroughstudyoftheideaofcorporatediversificationstrategyofinnovationembodiedinthispaperisacomprehensiveanalysisofthedevelopmentofawiderangeofstrategicmanagement,theprosandconsoftheenterprises,aswellasanalysisofthesuccessfactors
Keywords:
Marketeconomy;diversificationstrategy;enterprisedevelopment;Largeenterprises
绪论·························································································1
一、多元化战略的简要阐述······························································1
(一)多元化的含义及应用·········································································1
1.多元化战略的定义及作用········································································1
2.多元化的分类及条件·············································································2
二、多元化施展的成败关键因素······················································3
(一)确定目标战略···················································································3
(二)企业经营规模过小及过度依赖政企关系··················································4
(三)供求矛盾及市场竞争的程度·································································5
(四)行业或产品所处生命周期中的位置························································6
(五)企业多元化经营的根本依托核心竞争力··················································7
三、国内外企业多元化战略发展状况·················································8
(一)国外企业多元化战略发展状况及分析····················································8
(二)国内企业多元化战略发展状况与分析····················································9
四、国内多元化成功案列分析·························································10
五、多元化的利弊分析及实施条件分析·············································11
(一)三种理论理论分析多元化的优势·························································12
(二)多元化战略给企业带来的劣势与实施条件··············································13
六、中国企业多元化战略转型的成功之道·········································14
绪论
多元化经营战略是企业发展的重要战略选择。
本文列举了多元化战略成败的关键因素及企业进行多元化战略时应注意的问题。
多元化经营相对于专业化经营而言,是指一家公司同时经营两种或两种以上的产品或服务。
多元化与专业化经营本身并无优劣之分,多元化经营与专业化经营都是资本在特定的市场环境中寻求资本最大增值的途径。
然而,反观我国近年来许多企业在多元化经营上所付出的代价,人们不禁要问,为什么多元化经营道路如此艰难?
其根本的原因在于,许多企业从经营多元化之初便未能清楚地确定和把握多元化经营所存在的潜在问题,导致企业对多元化经营的风险性没有作出充分准备
综观从核心能力角度的企业多元化战略研究的国内文献,各研究方向文献以有关“核心能力与企业多元化战略相互关系”研究最多,其次是“基于核心能力的企业多元化经营的方法”的研究,其他四个研究方向还比较薄弱。
同时在各研究方向中,绝大部分探讨缺乏很好的操作性,因此在今后的相关领域研究中,我国学者应多注重有关理论的实际指导意义,增强可操作性;同时开辟新的研究方向,使该领域研究做得更深入。
一、多元化战略的简要阐述
(一)多元化经营战略的定义及作用
1.多元化经营战略的定义
《简明社会科学词典》的解释是:
多元化发展战略,也称为多样化发展战略,是资本主义垄断企业将其投资扩展到多个部门的产品生产和服务的经营方式。
在《辞海》中,多元化发展战略被解释成:
(1)企业的一种经营方式,是指产品生产或业务涉及多种领域;
(2)农业生产中指主要生产部门同次要部门相结合的经营方式。
《现代经济词典》将多角化解释为一个地区产业(行业)的多样化或一个企业出售产品的多样化。
Ansoff(1958)根据企业产品-市场构成的特定变化划分四种业务成长战略:
市场渗透、市场开发、产品开发和多元化发展战略。
多元化发展战略不同于其它三种战略,几乎总会导致企业结构发生物理和组织变化,从而与过去业务经验存在独特的差异。
多元化发展战略,是企业同时生产或提供两种以上基本经济用途不同的产品或劳务进入不同市场