【作者】 刘晓宇；

【导师】 席彦群； 吴培养；

【作者基本信息】 安徽工业大学 ， 会计， 2017， 硕士

【摘要】 随着世界经济一体化进程的加快,贸易、投资、技术和金融资本国际流动不断增加,尤其是信息技术的迅速发展,使世界逐步走向信息化社会,世界经济和市场走向一体化的趋势不可阻挡。当前,公司的内部环境和外部宏观环境都发生了巨大的变化,企业之间的竞争也在不断加剧。面对如此严峻复杂的国际国内形式,我国许多公司开始了多元化经营之路。一直专注于专业化经营的格力电器就是其中之一。本文研究的重点是格力进行多元化经营的动因及其动因的实现程度,主要是由以下几个部分构成:首先分析格力多元化经营程度;其次,为了分析格力进行多元化经营的动因,着重分析了格力的经营环境与多元化战略行业选择,采用波特五力模型以及SWOT分析法分析格力经营环境,采用GE矩阵分析格力多元化所选行业的市场吸引力以及格力本身的竞争力,并得出格力多元化经营的动因,依次为寻求新的增长点、保持企业可持续增长,整合优化资源、实现智能家居战略以及分散经营风险、减缓竞争压力;最后通过分析格力盈利能力、成长能力、偿债能力以及经济增加值判断其经营动因的实现程度,文章最终结合上述分析提出相关建议。更多还原

【Abstract】 With the acceleration of economic globalization,trade,investment,technology and increased international mobility of financial capital,especially the rapid development of information technology,moving towards the information society in the world,the company’s internal and external environment has undergone tremendous changes.Competition among enterprises has been increasing.Faced with such serious forms of international and domestic,many companies began the road to diversification.Has focused on the specialization of Gree Electric Appliances is one.In this paper,the focus of the research is Gree for diversified business of causes and causes of achieved degree.It ismainly by several parts: firstly,analysis Gree diversified business degree;then based on diversified business causes theory analysis Gree for diversified of causes is integration optimization resources,and improve enterprise value,sought new of growth,and keep enterprise can continued growth and dispersed business risk;through on Gree electrical business environment and diversified strategy industry select analysis further confirmed Gree diversified business causes,Using Porter’s five forces model and SWOT analysis analysis of business environment,using the GE matrix analysis Gree diversified selected industry markets attractive and Gree its competitiveness;and then,by analyzing the Gree profitability,growth,debt-paying ability and Gree of realization of economic value added to judge their motives.Through this analysis,combined with the Gree diversification motivation and performance,to Gree with diversified operations,relevant recommendations.更多还原