I海尔集团多元化战略研究内 容 摘 要20 世纪 80 年代，世界总体呈现一体化和国际化趋势，国外企业开始谋求多元化发展，与此同时国内企业也开始走上多元化发展道路。本文以国内率先发展多元化的企业海尔集团为例，通过探索海尔集团发展多元化战略过程的动因、企业优势以及内外部环境的影响，发现其中存在的问题，并且提出建议和措施，以海尔集团的多元化过程为国内其他企业发展多元化战略提供参考。本文介绍多元化战略的概念，运用 SWOT 和 PEST 等方法研究海尔集团发展多元化战略过程，分析出其发展的优势和存在的问题，最后提出相关建议和举措。海尔集团发展多元化优势在于海尔是国内外知名品牌，具有品牌优势，而且有优良的企业文化支撑其发展；海尔集团存在的问题是对内外部环境的反映不够及时，企业本身的产品销售渠道相对落后，面临巨大的压力，企业内部管理结构不适合企业战略变革的需要，这些问题都亟待解决；对海尔发展多元化战略的建议是要根据国家“互联网+”和“中国制造 2025”战略及时调整，依托互联网打造多样化的产品销售渠道，着重探索新能源和智能化产品，打造“智慧生活圈”。关键字：海尔集团；多元化战略；核心竞争力；SWOT 分析法IIResearch on the Diversification Strategy of Haier GroupAbstractIn the 1980s, the world as a whole showed a trend of integration and internationalization. Foreign enterprises began to seek diversified development, at the same time, domestic enterprises also began to take the road of diversified development. Based on Haier group takes the lead in development of diversified companies in the country as an example, through the exploration of the process of Haier group development strategy of diversifying agent and the influence of internal and external environment, enterprise advantage, found the problems, and puts forward Suggestions and measures, to the diversity of Haier group process provide a reference for other domestic enterprises development strategy of diversifying.This paper first introduces the concept of diversification strategy, uses SWOT and pest methods to...
