对企业多元化经营战略的研究—以澳柯玛公司为例

摘  要

多元化战略是现在企业长期战略的重要方式之一，自1957年安索夫提出多元化定义至今已经52年了，经过52年的众多学者的研究和众多企业的实践，多元化战略已经形成一个比较成熟的战略，但是随着目前世界经济竞争的日益加剧，虚拟经济的不断加强，使得很多实施多元化战略的企业蒙受重创甚至走向了破产，致使人们对多元化战略质疑也是越来越多。虽然质疑声是此起彼伏，但是众多大型企业还是在不断探索和实施多元化战略，说明多元化战略是一个值得大家讨论并应用于实践的重要战略。随着现在企业竞争的不断加剧，多元化战略将会受到更多的关注。本文首先介绍了多元化战略的定义、理论基础，重点讲述了范围经济理论、风险投资理论、交易费用理论三个理论与多元化经营的关系。接着谈论了多元化的一般模式，包括横向多元化、多向多元化和复合多元化。其次在理论基础上对我国企业澳柯玛公司的多元化展开讨论，最后本文提出一个企业实施多元化战略应该注意的几点问题并提出对策。一个战略对于一个企业来讲可以算是心脏，只有心脏的有序工作，才能保证企业的生命不断延续，因此企业的领导者一定要对多元化战略有深刻的认识。

关键词  多元化战略；模式；对策
ABSTRACT
Diversification strategy is an important long-term strategy of enterprises. The definition of An off diversity that has been proposed 52 years ago, after 52 years of research of many scholars and the practice of many businesses, has been a diversification strategies for more mature, but as the world economy is currently growing competitive, the virtual economy continues to strengthen, making the implementation of the diversification strategies of many companies to suffer serious or even bankruptcy. Therefore people's diversification strategy is also more and more questionable. Although people doubts the strategy even to an greater extent,  a lot of large enterprises also explore and implement diversification strategy, which proves that diversification strategy is a question for discussion and an important strategy used in practice. Now with the increasing the competitiveness of enterprises, diversification strategy will attract more attention. The article firstly introduces the definition of a diversification strategy, the theoretical foundation, focusing on the scope of economic theory, the risk of investment theory, transaction cost theory theories and the relationship between diversification. Then the article talks about the general pattern of a multi-faceted approach, including horizontal diversified, multi-diversified and complex diversified. Secondly, based on China's enterprises Acura, the article discusses the company's diversification, theoretically. Finally this article holds that we should pay attention to the problems and know about how to guard against. A strategy for an enterprise can be regarded as the heart. Only if the heart beats in order, it can ensure that enterprises continue to extend life. As a result, the leader in business diversification strategy must have a deep understanding.

Keywords  The diversification strategy； pattern；countermeasures

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