美的集团多元化战略研究

美的集团多元化战略研究摘要随着经济全球化趋势的加快，世界经济和市场正逐步形成一体化的模式，多元化发展已经成为国际市场新一轮竞争的焦点。美的集团早在上世纪八十年代就开始尝试多元化发展模式。从最初偶然接触电风扇业务，开启了长期深耕家电产业的征程。美的集团实现从做大到做强。经过多年努力，2022年美的集团收入规模已超过3000亿元，成为全球最大的家电集团，真正实现了从做大到做强。在美的集团发展过程中是否存在失败案例，在如今的形势下多元化发展战略存在哪些问题，影响美的集团多元化发展的因素有哪些，以后美的集团如何应对多元化发展的挑战，实现企业的长期稳定健康发展。本文在介绍多元化战略概念、界定、分类基础上，以美的集团为案例，全面阐述美的集团多元化发展历程，全面客观评价美的集团多元化发展现状，分析它在多元化发展历程中经验和教训，分析美的发展中内外部环境，以此构建美的sot模型，提出美的集团多元化战略发展的制定和实施策略，促进美的集团多元化发展模式。关键词：美的集团；多元化战略；SWOT;实施策略；AbstractWith the acceleration of economic globalization,the world economy and market aregradually forming an integration model and the diversification development has become thefocus of a new round of competition in the international market.Midea Group began to try thediversification development model as early as the 1980s and has started the journey of long-termdeep cultivation of the household appliance industry from the initial accidental contact with theelectric fan business Finally,it has achieved the transformation from bigger scale to strongstrength.After years of efforts,Midea Group's revenue scale has exceeded 300 billion yuan in2022,becoming the world's largest household appliance group and truly realizing thetransformation from bigger scale to strong strength.Whether there are any failure cases in thedevelopment process of Midea Group?What problems exist in the diversification developmentstrategy under the current situation?What factors affect the diversification development ofMidea Group?In addition,how Midea Group will deal with the challenges of diversificationdevelopment to realize the long-term stable and healthy development of the enterprise in thefuture?On the basis of introducing the concept,the definition and the classification of thediversified strategy,we take Midea Group as a case in this paper,comprehensively expound thediversification development process of Midea Group,comprehensively and objectively evaluatethe diversification development status of Midea Group,and analyze its experience and lessonsin the diversification development process and its internal and external environment in thedevelopment of Midea,so as to construct the Midea SWOT model and put forward theformulation and implementation strategy of Midea Group diversification strategy developmentto promote the diversification development mode of Midea Group.Key Words:Midea Group;Diversification Strategy;SWOT;Implementation Strategy;II目录摘要..Abstract....·II1.1选题的背景与意义1.2研究方法和内容....1.3理论基础和文献综述..22美的集团多元化战略发展现状和问题....32.1美的集团多元化战略发展历程...32.2当前阶段美的集团多元化战略现状评价.…52.3美的集团多元化战略存在的问题和原因..................73美的多元化发展战略环境分析....·93.1美的集团外部环境分析-采取PEST分析法93.2美的集团内部环境分析.…103.3美的集团多元化发展战略SW0T分析...124美的多元化发展战略制定和实施....·154.1美的集团多元化发展战略的目标.....154.2美的集团多元化发展战略的选择..…154.3美的集团多元化发展战略的实施..164.4美的集团多元化发展战略保障措施...17结论…19参考文献.21致谢.......22III