格力多元化战略与综合绩效分析

Diversification Strategy and Comprehensive Performance Analysis of GREE Electric Appliance

多元化战略是企业在经营过程中选择的一种发展战略。目前,家电市场的竞争十分的激烈,已近于白热化阶段,家电制造企业为了获得持续的发展,大多选择采取多元化战略。目前国内外的学者通常选取大量数据,从宏观方面探究多元化与企业绩效。因此,本文以格力为案例,探究其多元化战略实施的进程和实施程度,从盈利、偿债、营运、成长能力和托宾Q值对绩效进行定性和定量的分析,发现格力多元化发展对企业绩效起到了一定的正面作用,基于本文的研究结论,提出格力应该优化资本结构、降低债务风险,保持企业核心竞争力、避免过度多元化,采取稳健的相关多元化为发展策略的建议。

The diversification strategy is a kind of development strategy that the enterprise chooses in the management process.At present,the competition of home appliance market is very fierce,which is approaching the white-hot stage.At present,scholars at home and abroad usually select a large number of data from the macro-perspective to explore diversification and corporate performance.Therefore,this paper takes GREE electric appliance as a case to explore the process and degree of implementation of its diversification strategy,and analyzes its performance qualitatively and quantitatively from profitability,debt repayment,operation,growth ability and Tobin Q value,based on the conclusion of this paper,the following suggestions are put forward:GREE electric appliance should optimize its capital structure,reduce its debt risk,maintain its core competitiveness,avoid excessive diversification and adopt relative diversification.