不确定环境下企业经营战略对其绩效的影响——基于李子园和科迪乳业的对比

不确定环境下企业经营战略对其绩效的影响研究基于李子园和科迪乳业的对比摘要近年来，面对经济的复杂形势以及环境的不确定性，许多企业纷纷进行经营战略的变革，以提高企业绩效，增强自身竞争力。目前，多元化经营战略是许多企业的首选，正所谓：“东方不亮西方亮。”但是真的所有企业都适用多元化战略的发展道路吗？多元化战略一定能提升企业绩效吗？到底是多元化做大，还是专业化做精呢？针对此问题，本文从企业绩效角度具体企业具体分析。本文以李子园和科迪乳业作为研究对象，用PEST分析法分析两家企业的内外部环境，用财务绩效法，非财务指标以及经济增加值分析两家企业在不同经营战略下的绩效。最后得出结论，在不确定环境下，企业经营战略的选择会对企业绩效产生不同的影响。多元化经营的科迪乳业比专业化经营的李子园的绩效要差，科迪乳业由于过度多元化，导致资金周转不佳，面临破产；而李子园选择专业化做精，绩效越来越好，在乳制品行业也占有一席之地。最后，根据研究结论，提示企业多元化战略并不是万能的，为一些需要进行战略改革，提升绩效的企业提供参考和借鉴。关键词经营战略：多元化战略：专业化战略：企业绩效Research on the influence of business strategy onperformance under uncertain environment-Based on a comparison between LIZIYUANand KEDI DairyAbstractRecently,faced with the complex economic situation and the uncertainty ofthe environment,many enterprises have carried out the reform of business strategy,in order to improve their performance and enhance their competitiveness.Atpresent,the diversification strategy is the first choice of many enterprises.As thesaying goes,"The east is not bright and the west is bright."But is it true that allenterprises can adopt the development path of diversification strategy?Candiversification strategy definitely improve enterprise performance?In the end isdiversification to do big,or specialization to do fine?To solve this problem,thispaper analyzes the specific enterprises from the perspective of enterpriseperformance.This paper takes LIZIYUAN and KEDI Dairy as the research object,analyzes the internal and external environment of the two enterprises with PESTanalysis method,and analyzes the performance of the two enterprises underdifferent business strategies with financial performance method,non-financialindicators and economic added value.Finally,it is concluded that the choice ofbusiness strategy will have different effects on firm performance under uncertainenvironment.Diversified KEDI Dairy performed worse than specializedLIZIYUAN.KEDI Dairy due to excessive diversification,resulting in poor capitalturnover,facing bankruptcy.However,LIZIYUAN chooses specialization to dofine,the performance is getting better and better,also occupies a place in the dairyindustry.Finally,according to the research conclusion,it suggests that enterprisediversification strategy is not omnipotent,which provides reference for someenterprises that need to carry out strategic reform and improve performance.Keywords business strategy;diversification strategy;specialized strategy;enterprise performance