企业多元化战略研究.docx

摘 要 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，多元化作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，笔者产生了深入研究企业 多元化战略的念头。 在综合国内外学者关于企业多元化战略文献、观点的基础上，首先从经济学、 企业经营管理以及社会法律等多个学科的角度探讨了企业开展多元化的动因。然 后分析了企业在开展多元化战略决策前，需要认真研究的外部环境和内部条件， 只有在内外条件都具备的情况下，企业开展多元化经营才有成功的可能性。并研 究了企业开展多元化战略时应该考虑的诸多方面的问题，比如如何选择多元化经 营方向，如何根据所选择的多元化经营方向来开展实施工作，等等。尤其是在分 析了以核心竞争力为基础开展多元化经营可能存在的不足，创新的提出了要基于 母合优势来弥补这些不足。企业多元化经营并不是没有限度的，于是对于企业应 该如何界定最优多元化水平提出了自己的观点，即在多元化边际成本和边际收益 相等的时候，就达到了企业最优多元化水平。最后，针对我国企业开展多元化经 营的实践情况，分析了失败者居多的原因，并提出了解决措施，为国内企业有效 开展多元化战略提供了具有一定参考价值的理论框架。 关键词：企业多元化战略; 核心竞争力; 母合优势; 最优多元化水平 ABSTRACT In accordance with the economic growth, it seems unwise for companies to stick in only one industry supplying a few product categories if they want to survive the heated competition. In history and now, corporate diversification strategies were viewed as one of the most important and widely-used way for companies to grow. This corporate strategy has not been introduced into China before the Reform and Opening up to the outside world. There are more and more firms, however, to make a decision to perform corporate diversification strategy during their way to chase for excellence. But there have been a minute part of them to become successfully diversified. So I think it urgent to make some research on how to diversify a corporate product lines. On the basis of synthesizing the domestic and foreign scholars’ articles on corporate diversification strategy, the article has considered the reason for a company to diversify from several aspects, such as economics, enterprises management as well as social, law and so on. Then the article has studied external environment and internal conditions, which is earnestly necessary before a company plans to perform diversification strategy, only in the situation which all these