本文選題：企業(yè)多元化　切入點(diǎn)：戰(zhàn)略　出處：《山東理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國資本市場(chǎng)的興起和商品經(jīng)濟(jì)的發(fā)展,企業(yè)的集團(tuán)化、多元化經(jīng)營戰(zhàn)略正處于熱潮,越來越多的公司選擇跨入與其主業(yè)不相關(guān)的領(lǐng)域。專業(yè)化還是多元化經(jīng)營,成為企業(yè)發(fā)展過程中必須要做出的選擇。在這個(gè)大環(huán)境下,淄博KC集團(tuán)選擇了相關(guān)多元化的戰(zhàn)略道路。本文以該集團(tuán)的多元化戰(zhàn)略選擇為案例分析對(duì)象,通過所學(xué)的戰(zhàn)略管理、運(yùn)營管理、管理經(jīng)濟(jì)學(xué)、市場(chǎng)營銷學(xué)、人力資源開發(fā)與管理等相關(guān)知識(shí)和理論,對(duì)KC集團(tuán)的發(fā)展歷程進(jìn)行分析,并對(duì)其多元化發(fā)展戰(zhàn)略進(jìn)行研究,剖析企業(yè)戰(zhàn)略選擇的合理性、可行性、科學(xué)性,學(xué)習(xí)企業(yè)戰(zhàn)略選擇的經(jīng)驗(yàn),剖析企業(yè)發(fā)展中存在的問題,并為公司集團(tuán)化戰(zhàn)略提出建議。 KC集團(tuán)無論從外部環(huán)境還是公司內(nèi)部環(huán)境,都具備了成立企業(yè)集團(tuán),發(fā)展多元化的條件。而事實(shí)證明,KC集團(tuán)的戰(zhàn)略選擇是正確的。在廣告行業(yè)處于一個(gè)盤整、轉(zhuǎn)型的關(guān)鍵時(shí)期,KC廣告?zhèn)髅桨蜒酃夥旁诹颂柲芎蚅ED這兩個(gè)朝陽產(chǎn)業(yè)。為了規(guī)避風(fēng)險(xiǎn),提高競(jìng)爭(zhēng)力,實(shí)現(xiàn)更加長遠(yuǎn)的發(fā)展,多元化發(fā)展是KC集團(tuán)最佳的選擇。在發(fā)展中,KC集團(tuán)也存在一些問題,比如幾個(gè)分公司的業(yè)務(wù)如何分配,并沒有通過BCG等工具的科學(xué)分析,還處于摸著石頭過河的階段,這也是我國中小企業(yè)的通病。另外,雖然成立了集團(tuán),建立了規(guī)范的組織體系,但是集團(tuán)的管理還是有待進(jìn)一步完善。論文通過BCG矩陣分析,為企業(yè)提供了更加明確清晰的戰(zhàn)略選擇,通過創(chuàng)意設(shè)計(jì)能力和品牌影響力的發(fā)展拉動(dòng)企業(yè)的核心競(jìng)爭(zhēng)力,同時(shí)建議企業(yè)建立更為科學(xué)的管理機(jī)制,包括建立更加規(guī)范的質(zhì)量管理體系、更加科學(xué)的人事晉升制度和更加完善的績效考核和薪酬制度。 本論文研究方法包括：文獻(xiàn)研究法、定性分析法、調(diào)查法、個(gè)案研究法、經(jīng)驗(yàn)總結(jié)法。 研究成果和結(jié)論：對(duì)KC集團(tuán)的發(fā)展歷程進(jìn)行分析研究；對(duì)企業(yè)的多元化發(fā)展戰(zhàn)略進(jìn)行分析,研究企業(yè)戰(zhàn)略選擇的合理性、可行性和成功原因,學(xué)習(xí)企業(yè)戰(zhàn)略選擇的經(jīng)驗(yàn)；剖析企業(yè)多元化發(fā)展過程中存在的問題,并為其提出可行性建議；以此為例,探索出一條在全球金融危機(jī)的大環(huán)境下,中國國內(nèi)傳媒企業(yè)向相關(guān)多元集團(tuán)化方向發(fā)展的戰(zhàn)略模式。
[Abstract]:With the rise of our country's capital market and the development of commodity economy, the collectivization of enterprises and the diversification strategy are in upsurge. More and more companies choose to step into the field which is not related to their main business. In this environment, Zibo KC Group has chosen the strategic path of diversification. This paper takes the selection of diversification strategy of Zibo Group as the case study object, through the strategic management, Related knowledge and theory, such as operation management, management economics, marketing, human resource development and management, etc., analyzes the development course of KC Group, studies its diversified development strategy, and analyzes the rationality of the choice of enterprise strategy. It is feasible and scientific to study the experience of enterprise strategy selection, to analyze the problems existing in the enterprise development, and to put forward some suggestions for the group strategy of the company. The KC Group has the conditions to set up an enterprise group and develop diversified from both the external environment and the internal environment of the company. However, facts have proved that the strategic choice of KC Group is correct. In the advertising industry, it is in a consolidation. During the critical period of transformation, KC advertising media focused on solar energy and LED, two sunrise industries. In order to avoid risks, enhance competitiveness, and achieve more long-term development, Diversification is the best choice for KC Group. In the developing process, KC Group also has some problems, such as how to distribute the business of several branches, not through the scientific analysis of BCG and other tools, but still in the stage of crossing the river by touching the stone. This is also a common problem for small and medium-sized enterprises in China. In addition, although the group has been established and a standardized organizational system has been established, the management of the group still needs to be further improved. It provides a more clear strategic choice for the enterprise, through the development of creative design ability and brand influence to stimulate the core competitiveness of the enterprise, at the same time, it is suggested that the enterprise establish a more scientific management mechanism. Including the establishment of a more standardized quality management system, a more scientific personnel promotion system and a more complete performance appraisal and compensation system. The research methods of this thesis include: literature research, qualitative analysis, investigation, case study and experience summary. Research results and conclusions: analyze the development course of KC Group, analyze the diversified development strategy of enterprises, study the rationality, feasibility and successful reasons of strategic choice, study the experience of strategic choice. This paper analyzes the problems existing in the process of enterprise diversification development, and puts forward some feasible suggestions for it, and takes this as an example to explore a global financial crisis environment, China's domestic media enterprises to the direction of the development of multiple groups of strategic models.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272

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