新华联多元化经营战略分析

Analysis of the Diversification Strategy of MACRO LINK

多元化战略的基本理论认为:专业化和多元化都是企业发展战略,并没有优劣之分。因此,中国企业在现有的市场经济下也可以实现多元化经营。文章以新华联集团为案例来进行具体分析,总结出新华联的成功在于其明确的核心竞争力,有序投资、稳定进取,集中产业、有限多元。但是,新华联在将来的发展中也应该注意多元的相关性及边界问题,以免多元步伐和成长不一致而防碍企业发展。

The thesis analyzes and summarizes firstly the basic theory of diversification strategy： both specialization and diversification are development strategies of business without difference in good and bad. Under the existing market-directed economy, china＇s enterprises have opportunity to achieve success with diversification. Then, the thesis takes MACRO LINK as an example to give detailed analysis. MACRO LINK is successful because of its clear-out core competitiveness, proper sequential investment, stable development, centralized business, and limited diversification. However, MRCRO LINK should pay more attention to relevance and boundary of diversification, so as to avoid hindering resulted from uncoordinated pace.