关于企业多元化战略实施的问题与对策——以海尔为例

摘  要

随着国家改革开放的深入和我国加入WTO之后，外贸企业面临的竞争和阻力不断增加，国际贸易主义抬头，发达国家设置的种种针对性的非关税壁垒限制了我国的出口。当此之时，外贸企业要获得发展，就必须实施多远化战略。
从国内外情况来看，多元化一直以来都是理论界、实践界研究和讨论的热门话题，然而对于实施多元化战略的企业，既有很多成功的案例，亦有非常多失败的教训。本文主要立足于海尔集团，首先对相关理论和海尔集团的背景情况进行一个简要的综述；其次从多元化战略对公司未来发展的角度，来分析实施多元化战略的利与弊及企业实施多元化战略中存在的问题；最后根据国内外的实际情况，多企业实施多元化战略提出自己的建议和措施。为后来者实施多元化战略提供一手资料。

关键词  海尔集团；多元化；战略

ABSTRACT

With the depth of the country's reform and opening China's WTO accession, foreign trade enterprises are facing competition and resistance increasing, the rise of international trade, developed countries to set all the targeted non-tariff barriers to limit China's exports. When the foreign trade enterprises to access to development must be implemented how far the strategy.
    Domestic and international situation, the diversification has always been a theoretical circles, the practice of community research and the hot topic of discussion, however, the implementation of the diversification strategy of enterprises, both a lot of success stories are also very much the lessons of failure. In this paper, based on the Haier Group, first of all a brief overview of relevant theory and background of the Haier Group; from the perspective of diversification strategy on the company's future development, to analyze the pros and cons of the implementation of diversification strategy and corporate implementation of diversified strategy; according to the actual situation at home and abroad, and more enterprises to implement a diversification strategy to put forward their own proposals and measures. For the later implementation of the diversification strategy to provide first-hand information.

    Keywords  Haier Group; diversification;strategy

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