【作者】 刘天宇；

【导师】 汤颖梅； 杨波；

【作者基本信息】 南京农业大学 ， 会计硕士（专业学位）， 2023， 硕士

【摘要】 近年来,受到家电市场饱和、房地产红利消退、宏观经济下行等多种因素的影响,我国家电行业的发展逐渐陷入了瓶颈期。相比于其它品类的家电产品,彩电的处境更为艰难。在这场彩电行业变革的浪潮中,为了谋求可持续发展、打破公司面临的困境,康佳集团率先开始了战略转型。本文基于战略管理理论、微笑曲线理论和生命周期理论,以及战略转型动因、战略转型路径和战略转型效果等相关文献,分析了康佳战略转型的内部和外部动因、康佳集团战略转型所选择的转型途径、以及康佳集团战略转型的财务绩效、非财务绩效和财务风险,最终得出以下结论:(1)康佳集团战略转型的外部动因为市场需求饱和及行业竞争加剧,内部动因为品牌竞争力不足、业务种类单一,以及内部管理混乱。(2)康佳集团的战略转型路径包括三条,具体为拓展海外业务、加速国际化进程;分散经营风险,培养多元化业务;优化资产配置,尝试金融化转型。在国际化方面,康佳集团主要依靠扩大产品出口、推动品牌海外本土化、发展海外双创业务三个方式进一步实现。在多元化方面,康佳集团主要发展了白电业务、环保业务、半导体业务以及工贸业务。在金融化方面,康佳集团主要依靠投资实体企业和投资产业基金两个方式进一步实现。(3)通过战略转型,康佳集团实现了营业收入和净利润的快速增长,提升了公司的研发创新能力、内部管理效率和社会责任,也降低了公司的财务风险。但同时也暴露出若干亟待解决的问题,例如公司业务的盈利能力较弱、公司对于投资性收益的依赖程度过高等。针对分析过程中发现的问题,本文也提出了相应的建议。本文在分析康佳集团战略转型效果中将财务绩效、非财务绩效以及财务风险三者纳入了考核框架,使得绩效评价更为全面。同时,本文的研究也丰富了家电行业战略转型的研究案例,具有一定的理论意义和实践意义。根据研究内容和结论,本文期望能够拓展战略转型方面的相关理论框架,并希望为国内其他企业实施战略转型提供实践经验。更多还原

【Abstract】 In recent years,due to various factors such as the saturation of home appliance market,the fading of real estate industry and the macroeconomic downturn,the development of home appliance industry has gradually fallen into a bottleneck period.Compared to other home appliances,color TV sets meet a more difficult situation.In this wave of change in the color TV industry,in order to seek sustainable development and break the difficulties faced by the company,KONKA Group took the lead in starting a strategic transformation.Based on strategic management theory,smile curve theory,and life cycle theory,as well as relevant literature on strategic transformation motivations,strategic transformation paths,and strategic transformation effects,this article analyzes the internal and external motivations for strategic transformation,the transformation paths selected by KONKA Group,and the financial performance,non-financial performance,and financial risks of KONKA Group.The final conclusions are as follows:(1)The external factors of KONKA Group’s strategic transformation include market demand saturation and intensified industry competition,while the internal factors include insufficient brand competitiveness,single business type,and internal management confusion.(2)KONKA Group has three strategic transformation paths,including expanding overseas business and accelerating the internationalization process;Diversifying business risks and cultivating diversified businesses;Optimizing asset allocation and trying financial transformation.In terms of internationalization,KONKA Group mainly relies on expanding product exports,promoting brand localization overseas,and developing overseas innovation business.In terms of diversification,KONKA Group mainly develops white power business,environmental protection business,semiconductor business,and industrial&trade business.In terms of financialization,KONKA Group mainly relies on two ways of investing in physical enterprises and industrial funds to further achieve this goal.(3)Through strategic transformation,KONKA Group has achieved rapid growth in operating revenue and net profit,improved the company’s R&D capabilities,internal management efficiency,and social responsibility,and reduced the company’s financial risks.However,it also exposes a number of issues that need to be addressed,such as the weak profitability of company’s businesses,and the company’s excessive dependence on investment return.In response to the problems found during the analysis process,this article also puts forward corresponding suggestions.When analyzing the strategic transformation effect of KONKA Group,this article incorporates financial performance,non-financial performance,and financial risk into the evaluation framework,making the performance evaluation more comprehensive.At the same time,this article also enriches the case of strategic transformation in home appliance industry and has certain theoretical and practical significance.Based on the research content and conclusions,this article hopes to expand the theoretical framework related to strategic transformation and provide practical experience for other domestic enterprises to implement strategic transformation.更多还原