【作者】 陈英存；

【导师】 高强；

【作者基本信息】 中国海洋大学 ， 企业管理， 2004， 硕士

【摘要】 一些世界性的名牌公司大多是“百年的老字号”，在长期发展过程中积累了雄厚的、无与伦比的技术力量，正因如此，他们在瞬息万变的市场中才能以不变应万变，才能不断给社会提供新的产品和服务，从而减少失误抓住机会使企业立于不败之地。世界名牌公司已超常扩张为迅速发展的主要手段，大公司发展模式不是常规性的滚动式发展，而是抓住大机会迅速扩张，这是经过周密分析之后做出的果断决策。名牌公司非常善于利用名牌效应，把一个品牌的潜力发挥到最大值，绝大多数名牌公司能在单一的行业领域内形成自己的系列化产品，能集中技术力量把产品以及产品推广做到最好。 中国要想富强，就必须拥有具备世界性影响的大企业大公司，中国企业要想成为世界驰名的大企业，就必须吸取世界名牌公司扩张历史中的经验与教训，以期更快、更好的办好、办大我们的企业。 企业扩张不仅仅是指规模的扩张，而且包含着企业整体素质的提高；企业发展并非仅仅外延式的高投入扩张，而且更重要的是内涵式的集约式发展；企业成长并非仅仅是企业体的做大，关键在于企业体的做强。 在残酷的现实面前，专家学者以及企业家们不得不反思：企业如何才能真正做大做强?企业如何才能避免克服扩张中的种种问题、矛盾和危机?企业怎样才能长寿?企业保持昌盛不衰的奥妙何在? 本文试图对上述问题做出回答，那就是采取可持续发展战略指导企业扩张，重视发展战略创新，扩张应结合企业生命周期，扩张应结合企业技术状况，扩张应与企业资本运营相吻合，扩张战略的制定应遵循一定规则和程序，重视品牌扩张，重视企业环境管理、建设绿色企业，构建企业伦理和企业社会责任，加强企业长寿之路的探索，重视全球化和应对加入WTO的挑战，有中国特色企业文化的建设，全面比拼中国企业内功。 本文首先从企业扩张的涵义、动力、约束、能力、环境条件以及理念方面对企业扩张进行了界定，然后从战略趋同问题、战略创新问题、战略研究问题、战略管理以及战略变革问题等角度论述了企业发展战略，重点论述了企业扩张中的可持续发展战略模式选择，最后简析了企业扩张中的可持续发展战略案例。本文以科学发展观为指导，突出了以人为本、全面、协调、可持续发展理念.更多还原

【Abstract】 Most worldwide famous corporates are long living, they accumulated solid and matchless technology strength, so they keep stable in variable environment, supply new product and service continuously, reduce mistakes and grasp opportunities and keep successful, worldwide famous corporates focus on abnormal enlargement, this is decisive decision after careful analyses. They apply the effect of famous brand and reach the greatest potential its ability, most famous corporates form series of products in single field, and do the best in product and promotion.China need worldwide big corporates in order to be prosperous and strong, Chinese corporates must learn from foreign successful corporates and take lessons from their failure, so as to enlarge our enterprises better and quickly.Corporates enlargement not only refer to scale enlargement but also ?refer to inner intensive development; corporates growth is not in large corporates but in strong corporates.In front of cruel realities, specialties and scholars often rethink the following questions: how to enlarge and strengthen a corporates? how to avoid and overcome diverse questions and contradictions and crisis? Where the corporate’s sustainable success lie in?This paper try to answer these questions, that is to use sustainable development strategy to direct corporate enlargement. This strategy stresses thorough harmonious sustainable development and human-centered . specifically speaking, attach importance to innovation of development strategy, corporate enlargement must connect with enterprise living cycle and enterprise technology condition and enterprise capital management,corporate enlargement strategy must formulate according to some rules and process, stress brand enlargement and environment management, establishing green enterprise, building corporate ethics and social responsibility, explore the way to long live, attach importance to economic globalization and Chinese access to WTO, rebuilding Chinese enterprise culture, doing inner exercises thoroughly.Firstly confines corporates enlargement, secondly discusses corporate development strategy, especially describes the choice of sustainable development strategy in corporate enlargement, lastly analyses the case of sustainable development strategy in corporate enlargement.更多还原