家电企业的多元化转型之路——以格力电器为例

Home Appliance Enterprises’Way to Diversification Transformation——Take Gree Electric Appliances for Example

多元化是指企业同时在两个或更多行业从事生产经营活动,且同时向不同的行业市场提供产品或服务的一种发展战略。美国著名经济史学家钱德勒(Chandler)在分析美国大型企业的发展历程后指出:多元化是现代大型企业必然要经历的一个成长和发展阶段。通过分析格力电器(000651)所处的发展背景,探究其现行策略和核心竞争力,发现其当前存在的问题并为其提出一定的建议,即合理布局多元化战略,革新发展营销模式。

Diversification refers to a development strategy in which an enterprise simultaneously engages in production and operation activities in two or more industries and simultaneously provides products or services to different industrial markets.Chandler,a famous American economic historian,points out that diversification is an inevitable growth and development stage of modern large-scale enterprises after analyzing the development process of American large-scale enterprises.By analyzing the development background of Gree Electric Appliances(000651),we can explore its current strategy and core competitiveness,find out its current problems and put forward some suggestions for it,That is,reasonable layout of diversified strategy and innovation and development of marketing model.