淄博KC集团多元化战略优化研究

发布时间：2018-03-18 20:08

本文选题：企业多元化　切入点：战略　出处：《山东理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国资本市场的兴起和商品经济的发展,企业的集团化、多元化经营战略正处于热潮,越来越多的公司选择跨入与其主业不相关的领域。专业化还是多元化经营,成为企业发展过程中必须要做出的选择。在这个大环境下,淄博KC集团选择了相关多元化的战略道路。本文以该集团的多元化战略选择为案例分析对象,通过所学的战略管理、运营管理、管理经济学、市场营销学、人力资源开发与管理等相关知识和理论,对KC集团的发展历程进行分析,并对其多元化发展战略进行研究,剖析企业战略选择的合理性、可行性、科学性,学习企业战略选择的经验,剖析企业发展中存在的问题,并为公司集团化战略提出建议。 KC集团无论从外部环境还是公司内部环境,都具备了成立企业集团,发展多元化的条件。而事实证明,KC集团的战略选择是正确的。在广告行业处于一个盘整、转型的关键时期,KC广告传媒把眼光放在了太阳能和LED这两个朝阳产业。为了规避风险,提高竞争力,实现更加长远的发展,多元化发展是KC集团最佳的选择。在发展中,KC集团也存在一些问题,比如几个分公司的业务如何分配,并没有通过BCG等工具的科学分析,还处于摸着石头过河的阶段,这也是我国中小企业的通病。另外,虽然成立了集团,建立了规范的组织体系,但是集团的管理还是有待进一步完善。论文通过BCG矩阵分析,为企业提供了更加明确清晰的战略选择,通过创意设计能力和品牌影响力的发展拉动企业的核心竞争力,同时建议企业建立更为科学的管理机制,包括建立更加规范的质量管理体系、更加科学的人事晋升制度和更加完善的绩效考核和薪酬制度。本论文研究方法包括：文献研究法、定性分析法、调查法、个案研究法、经验总结法。研究成果和结论：对KC集团的发展历程进行分析研究；对企业的多元化发展战略进行分析,研究企业战略选择的合理性、可行性和成功原因,学习企业战略选择的经验；剖析企业多元化发展过程中存在的问题,并为其提出可行性建议；以此为例,探索出一条在全球金融危机的大环境下,中国国内传媒企业向相关多元集团化方向发展的战略模式。
[Abstract]:With the rise of our country's capital market and the development of commodity economy, the collectivization of enterprises and the diversification strategy are in upsurge. More and more companies choose to step into the field which is not related to their main business. In this environment, Zibo KC Group has chosen the strategic path of diversification. This paper takes the selection of diversification strategy of Zibo Group as the case study object, through the strategic management, Related knowledge and theory, such as operation management, management economics, marketing, human resource development and management, etc., analyzes the development course of KC Group, studies its diversified development strategy, and analyzes the rationality of the choice of enterprise strategy. It is feasible and scientific to study the experience of enterprise strategy selection, to analyze the problems existing in the enterprise development, and to put forward some suggestions for the group strategy of the company. The KC Group has the conditions to set up an enterprise group and develop diversified from both the external environment and the internal environment of the company. However, facts have proved that the strategic choice of KC Group is correct. In the advertising industry, it is in a consolidation. During the critical period of transformation, KC advertising media focused on solar energy and LED, two sunrise industries. In order to avoid risks, enhance competitiveness, and achieve more long-term development, Diversification is the best choice for KC Group. In the developing process, KC Group also has some problems, such as how to distribute the business of several branches, not through the scientific analysis of BCG and other tools, but still in the stage of crossing the river by touching the stone. This is also a common problem for small and medium-sized enterprises in China. In addition, although the group has been established and a standardized organizational system has been established, the management of the group still needs to be further improved. It provides a more clear strategic choice for the enterprise, through the development of creative design ability and brand influence to stimulate the core competitiveness of the enterprise, at the same time, it is suggested that the enterprise establish a more scientific management mechanism. Including the establishment of a more standardized quality management system, a more scientific personnel promotion system and a more complete performance appraisal and compensation system. The research methods of this thesis include: literature research, qualitative analysis, investigation, case study and experience summary. Research results and conclusions: analyze the development course of KC Group, analyze the diversified development strategy of enterprises, study the rationality, feasibility and successful reasons of strategic choice, study the experience of strategic choice. This paper analyzes the problems existing in the process of enterprise diversification development, and puts forward some feasible suggestions for it, and takes this as an example to explore a global financial crisis environment, China's domestic media enterprises to the direction of the development of multiple groups of strategic models.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272

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