【作者】 王可；

【导师】 张秀娥；

【作者基本信息】 吉林大学 ， 工商管理， 2014， 硕士

【摘要】 随着全球化的深化以及经济的飞速发展，市场竞争进一步加剧，企业为保证自身的可持续发展，纷纷制定或调整发展战略。PH信息技术公司是一家面向汽车制造行业提供汽车电子产品、管理软件产品、以及相关数据集成服务的高新技术企业。公司自成立以来，规模不断发展壮大，在全国范围内先后成立了十三家分子公司；其经营范围和产品线也随之不断扩张，由公司成立初期的专注于汽车制造业管理软件的研发，发展到目前以汽车电子、管理软件、数据中心运维、系统集成四大业务板块为主，同时涉足安防工程施工建设、实验室设备销售租赁、房屋租赁物业管理等非相关多元化领域。随着近年来多元化经营的推进，公司高速发展的势头明显放缓，曝露出当前多元化战略存在的问题。一是在战略制定过程中，对企业内外条件的认识不够充分，导致过度多元化；二是对多元化战略本身存在的风险估计不足；三是由于多元化业务的扩张导致企业资源配置过度分散；四是多元化发展过程中，多个新领域的进入，新业务的开展导致经营运作费用过高。所以根据企业实际，重新思考制定多元化战略，是企业摆脱目前困境、回归良性发展的前提和保证。根据对PH信息技术公司的内外部环境开展分析，我们可以看到，政府对高新技术及软件行业的政策支持，以及汽车行业的持续发展对汽车电子产品市场带来的提振效应，都为公司的发展壮大带来充分的机会；公司在汽车电子、管理软件领域多年积累的研发、生产、营销、服务等方面的能力，也成为公司发展的优势所在；但同时我们也要看到目前市场竞争日益激烈，市场形势瞬息万变，此种情况下需要PH公司面临与国外知名企业同台竞技争夺市场的威胁；目前PH公司自主产品品牌影响力、产品竞争力均处于暂时的劣势。据此，PH信息公司制订了“核心产业做强，相关产业做大”的战略目标，聚焦汽车制造业，在提供汽车产品全生命周期的数字化解决方案基础上，把服务产品再扩展到汽车制造全产业链。确定了以汽车电子产业为核心的相关多元化战略选择。公司核心发展方向为汽车电子产业，通过强化产品研发，掌握行业的核心技术，实现占据市场重要地位的目标；同时围绕汽车电子产业，发展汽车制造业管理软件及车载信息服务业务，实现相关多元化；对于目前与汽车电子、汽车信息化业务相关性不强、盈利能力较弱的非相关多元化业务，维持或者缩小其规模。PH信息技术公司将通过加大技术创新投入、强化产品研发生产、优化供应链及营销网络等几方面开展战略的实施，同时PH信息技术公司还将从财务融资、管理制度完善、组织架构优化、人才培育培养几方面制定保障措施，确保多元化战略的有效实施。更多还原

【Abstract】 With the rapid development of economic and globalization, and the everincreasing of market competition, enterprises have to develop or adjust their strategiesin order to ensure the sustainable development of their own. PH IT Corp is amanufacturer for the automobile industry, it provides automobile electronic products,management software products and data integration services. Since its inception, thecompany continues to expand and has set up thirteen branch offices; The scope of itsoperations and product line also continue to expand. The company focused onmanagement software for the automobile industry at the beginning, Now it has fourmajor business segments: automobile electronics products, management software,data center operation and maintenance, systems integration, as well as securityconstruction engineering, laboratory equipment sales/leasing, realestate rental andestate management.With the promotion of diversification, the momentum of the company’sdevelopment speed is decreasing, exposing issues of the diversification strategy. First,during the strategy-making process, the company doesn’t have a clear judgment onthe internal and external conditions, which leading to over-diversification; Second,risk of the diversification strategy is underestimated; Third, due to the expansion ofdiversified business, enterprise resources have been allocated too thinly; Fourth,during the process of diversification, the company enters new business areas whichleads to the high cost of business operations. Based on these facts, the company needsto reconsider their diversification strategy to get out of the current predicament andback to healthy development.By analyzing the internal and external environment of PH IT Corp, we can see that the government policy support for high-tech and software industries. Along withthe continuing development of the automobile industry and automobile electronicsmarkets, it brings plenty of opportunities for company’s development and growth. Itscapabilities in automobile electronics, management software development, production,marketing, services, etc. accumulated over the years have become major advantage ofthe company; but we must see that the current competition in the market isincreasingly intense, it’s a fast-changing market, and the PH IT Corp is competingagainst successful foreign companies as well; these are temporary disadvantage forPH IT Corp at present.Accordingly, PH IT Corp developed a strategy called " Strengthen core industry,Grow related industries", focusing on automobile industry. Based on providing fulllife cycle of digital solutions for automobile electronics products, it will expandbusiness to car manufacturers industry chain. The company has decided thediversification strategy with automobile electronics industry as the core. Coredevelopment direction of the company will be automobile electronics industry. Bystrengthening product development and mastering core technology, it will achieve theobjective to take an important position in the market; In the other hand, it will achievediversification by developing automobile industrial management software, in-carinformation services and other areas around automobile electronics industry;Maintain or reduce its size in areas where is irrelevant with automobile electronicsindustry and information service, or has weak profitability. PH IT Corp will carry outthe strategy by increasing investment in technological innovation, strengthening R&D and optimizing supply chain network. Also, the company will establish supportingmeasures for financing, improving management system, optimizing organizationalstructure and personnel training aspects to ensure the effective implementation of thediversification strategy. It will also establish supporting measures for diversificationstrategy.更多还原