1、 I 大型集团公司多元化战略实践应用研究以*为例 摘 要 随着中国经济的持续发展，居民生活水平的不断提高，中国物资市场容量 不断增加，具有极大地成长空间。良好的市场前景同时也使越来越多的企业进 入市场，造成了市场上各种同类产品品牌众多，竞争异常激烈，产品同质化现 象严重等现状。与此同时，当代中国物资市场的消费需求多元化以及市场消费 不均衡等特征也给我国很多企业的发展提供了机遇。而要抓住这些市场机遇， 开辟出新的多元化产品，从而解决日益困大型集团公司发展壮大的同质化问 题，将产品或品牌与同类产品区分开来，在激烈的竞争中脱颖而出，实施多元 化战略是一个行之有效的方法。 本文主要通过资料的整理、数据
2、提炼，从市场营销环境入手，首先对实施 多元化战略的目的和条件进行了分析整理，并客观的提出了多元化战略成败的 关键因素分析和实施多元化战略的利弊及其实施所带来的风险。最后以*的多 元化战略为例，论证多元化战略是现在大型集团企业寻求未来发展的一条重要 途径。 关键词关键词：多元化战略 * 大型集团企业 战略 市场 II Abstract With Chinas sustained economic development,living standards continue to improve,the capacity of the materials market is growing,its
3、has great room for growth. Good market prospects also make more and more companies enter the market,causing all kinds of similar products brands on the market,and competition fierce,product homogeneity serious status. At the same time,the characteristics of the consumer demand of contemporary China
4、materials market is diversification and market consumption is not balanced opportunities for the development of many enterprises in China. To seize these market opportunities,opening up a new diversified products,so as to solve the homogenization problem,increasingly trapped a large group company to
5、 grow and develop to distinguish the products or brands with similar products,stand out in the fierce competition,the implementation of the diversification strategy is an effective way. This paper through the collation of data,data extraction,starting from the marketing environment analysis,first an
6、alysis of the purpose and conditions of the implementation of the diversification strategy and objective analysis of the key factors of success or failure of diversification strategy,than the risks and the pros and cons of the implementation of the diversification strategy and its implementation. The last take Haiers diversification strategy for example,demonstrate diversification strategy an important way of the future development of large conglomerates now seek. Key words: diversificat
