格力电器多元化战略研究.docxVIP

PAGE PAGE II 格力电器多元化战略研究 摘 要 近年来，随着互联网经济的高速发展，对实体经济的冲击越来越大，许多传统企业原有的经营模式并不能更好地满足市场需求，因此不得不进行转型升级。本文以格力电器为例，探究其多元化战略发展的历程，格力电器是一家长期专业化做空调的企业，并且已经发展壮大为一家集研发、生产、销售与服务于一体的集团公司。但是随着互联网经济的兴起，格力电器这种传统企业受到很大冲击，格力电器为寻求更好的发展，实施了多元化战略发展。这般举措，引起了业界和学界的广泛关注，研究格力电器多元化战略对中国传统经济体的转型有参考价值和指导意义。 本文介绍了多元化战略的概念，实施条件和动因，通过研究格力电器发展多元化战略，采用PEST分析、SWOT分析和企业涉及的行业分析，得出了格力电器目前所面临的主要问题： 企业 多元化战略的发展造成人才储备不足，原本的销售渠道不能够满足多元化发展需要，实施多元化战略对集团的人、财、物力造成很大压力。并且结合格力电器自身的优势、劣势，提出了适合格力电器 多元化战略发展建议：坚持巩固空调产业龙头老大地位，加大智能家居产业和智能装备产业的投入力度，有选择性地发展部分小家电产业，放弃智能手机业务，重视新能源汽车产业的发展。 关键词：格力电器；互联网；多元化战略；PEST分析；SWOT分析  Research on diversified strategy of Gree Electric Abstract In recent years, with the rapid development of the Internet economy, the impact on the real economy is increasing.Many traditional enterprises original business model can not better meet the market demand, so they have to carry out transformation and upgrading. Taking gree electric appliances as an example, this paper explores the development process of its diversification strategy.Gree Electric is a long-term specialized air conditioning enterprise, and has grown into a group company integrating research and development, production, sales and service. However, with the rise of Internet economy, Gree Electric Appliance, a traditional enterprise, has been greatly impacted. In order to seek better development, Gree Electric Appliance has implemented diversified strategic development.Such a move has aroused widespread concern in the industry and academia,The study of Grees diversification strategy has reference value and guiding significance for the transformation of traditional Chinese economy. This paper introduces the concept, implementation conditions and motivation of diversification strategy.By studying the development diversification strategy of Gree Electric, adopting PEST analysis, SWOT analysis and industry analysis involved in the enterprise, the main problems faced by Gree Electric at present are obtained: the development of di