交叉销售视角下企业多元化战略风险研究

Study on The Risk of Diversification Strategy Based on Cross-selling

交叉销售在服务业和高科技行业的兴起,使得越来越多的企业开始从事基于交叉销售的多元化战略。这类多元化战略同时具有多元化战略的一般性特征,又带有交叉销售背景下的特殊性。本文在对多元化战略的风险及交叉销售相关研究加以逐一回顾的基础上,对基于交叉销售的多元化战略与一般性多元化战略的差异进行了比较,并对其所具有的风险进行了深入的探讨。

As the use of cross - selling is rising in the service industry and high - tech industry, more and more companies take up the diversification strategy based on cross - selling. That strategy not only has the common attributes of diversification strategy, but also has its particularity from the cross -selling. This atricle uses literature review and syllogism, elucidates the definition, attributes and feasibility of the diversification strategy based on cross - selling, and studies on the risk of diversification strategy based on cross -selling.