A STUDY ON PROBLEMS IN DIVERSIFICATION STRATEGIES IMPLEMENTED IN CHINA HOME APPLIANCE INDUSTRY

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1、ASTUDYONPROBLEMSINDIVERSIFICATIONSTRATEGIESIMPLEMENTEDINCHINAHOMEAPPLIANCEINDUSTRY摘要近年来多元化的经营战略愈演愈烈，自20世纪末不论是从宏观经济角度还是从微观经济角度来探寻原因，我国家电业各大龙头企业正在经历缓慢的发展阶段，组织结构陈旧，产品结构过于单一等一系列弊端的出现促使各大厂家把迅速发展的眼光纷纷投向多元化经营。市场的蓬勃发展使得家电企业纷纷从彩电、空调，扩张到手机通讯、冰洗、小家电。但后续问题接踵而来，产品的固有形

2、象不但没有强化，而且面临空心化和模糊的危险，加上旷日持久的价格战，公众很容易在家电企业的快速扩张中失去品牌认知的方向。曾经红极一时的家电品牌在这场没有硝烟的战场上或销声匿迹或苟延残喘。这篇论文深刻剖析了我国家电业多元化经营存在的问题，用案例分析、对比统计数据法得出解决之道，从而给仍处在盲目多元化阶段的同行以警示。关键词：多元化战略家电业核心竞争力ABSTRACTDiversificationhasbeentheprimarystrategicmeasureforeconomicadjustmentsemp

3、loyedbylargeenterprisesinChina’smaturedhomeapplianceindustryeversinceformacro-andmicro-economicreasonstheenterprisesstartedexperiencingchronicandstructuraltroublesinthelastdecadeof20thcentury.Itseekstoincreaseprofitabilitythroughgreatersalesvolumeobtained

4、fromnewproductsandnewmarkets.Throughtheboomindiversifiedproductionandstrategiesintohomeapplianceindustry,moreandmoredomesticcompanieswhohaveevercreatedfamousbrandsfailedtocompeteinthisfiercebattle.Thisthesisexpoundedthecoreconclusionofdiversificationconce

5、ptionbasedontheresearchofpredicamentslaidbareintheChinaelectricalindustrialdevelopmentforyears,whichamplifiesthecomparisonresearchthroughstatisticalapproachesandtakesthehomeappliancebusinessesofthecountryasacontrolledindustry-levelsample.Itwillalsobehighl

6、ightedthatblindlypursuingdiversificationbeyondthefirm’slimitswillbringfinancialandorganizationaltroubletothefirm.KeyWords:DiversificationStrategyHomeApplianceIndustryCoreCompetencyBRIEFCONTENTSCHAPTER1INTRODUCTIONTODIVERSIFICATIONINTHEHOMEAPPLIANCEMARKET…

7、………………………………………….11.1TheoryReview………………………………………………………………………...………11.2AnalysisofWhathasHappenedinWesternGiantCompanies……………………………….31.3SituationalAnalysisonWhenaFirmShouldDiversify………………………………………4CHAPTER2SITUATIONALANALYSISOFDIVERSIFICATIONSTRATEGYIMPLEME

8、NTATIONINCHINESEHOMEAPPLIANCEENTERPRISES………………………………………………...52.1StatusQuooftheChineseHomeApplianceMarket………………………………………….52.2VentureAnalysisofDiversification……………………………………………………………72.3TheDilemmaFacedbyChineseDomest