本文把 ZHD 投资集团有限公司（以下简称 ZHD 投资集团）作为研究对
象，该企业历经二十年发展历程，以钢铁贸易为主业起家，不断向上游钢铁生
产、加工、下游房地产、以及钢贸市场等多种关联行业纵深发展，渐成规模，
也取得较好成绩。然而近年来，国内经济下行压力明显，钢铁产业面临重大调
整，市场萎缩，房地产更是经历跌宕，而国际贸易壁垒多发，前路如何选择，
成为 ZHD 投资集团所面临的困惑。本文研究 ZHD 投资集团当前实行全方位、
多层次的多元化战略发展路径，科学应用 SWOT 方法分析企业自身，应用矩阵
分析理论评析其当前多元化战略各板块的行业吸引力和自身业务竞争能力，以
分数为行业板块定位，将公司战略与与自身资源、外部机遇结合，最后为 ZHD
投资集团多元化发展战略的现状提出针对性地改进建议
本研究针对 ZHD 投资集团自身的特点而展开，对其下一步多元化战略应该
会产生较好的指导作用，又因 ZHD 投资集团作为民营企业和钢铁贸易产业的代
表，本文亦将会对广大民营企业和钢贸企业的多元化战略之路提供有力的可靠
参考
关键词：多元化； 战略； 矩阵； 改进II
A Research on ZHD Investment Group Diversification
Strategy
Abstract
Diversification strategy, as an important strategy of enterprises’ sustainable development, can
not only help enterprises to make full use of excess resources, but also to make long-term plans, to
avoid risks, and to seek sustainable development space. Private enterprises’ capital, technology,
scale, the ability to resist risk and other abilities are lower than state-owned enterprises, thus
diversification strategy can help private enterprises to improve the ability of risk prevention, and to
promote comprehensive utilization of resources. However, the diversification strategy is not
universal and is not useful at any time. It is necessary to adjust strategies’ measures to local
conditions.
In this paper, the research object is the ZHD Investment Group co., LTD. (hereinafter referred
to as the ZHD Investment Group). In 20 years, this enterprise started from iron and steel trade as its
main industry, then developed to the upstream steel production and processing, downstream real
estate, as well as the steel trade market and other related industries. However, in recent years, due
to the pressure of the downward domestic economy, the steel industry is facing a major adjustment.
With the shrinking market, volatile real estate and more international trade barriers, ZHD
investment group is facing the confusion on how to go ahead. This paper studies the ZHD
investment group’s current all round, multi-level diversification strategy. It scientifically applies
SWOT method to analyze the enterprise itself, uses matrix analysis theory to analyze the industry
attraction and its own business competition ability of the diversification strategy, positions the
industry sector by scores, combines the company strategy with its own resources and external
opportunities, and finally puts forward suggestions for ZHD Investment Group diversification
strategy’s improvement.
This research is aimed at the characteristics of ZHD investment group. It should be a good
guide to the diversification strategy’s development. As ZHD investment group is a representative
of private enterprises, as well as iron and steel trade industry, this paper will also provide a
powerful and reliable reference for the diversification strategy of private enterprises and steel trade
enterprises.
Key Words：Diversification， Strategy， Matrix， ImprovementIII
目 录
1 引言... 1
1.1 研究背景 ....... 1
1.2 研究目的和意义....... 2
1.3 研究的问题 ... 2
1.4 研究的相关理论....... 3
1.5 论文的研究方法与设计....... 4
1.6 研究的实施程序....... 5
1.7 小结.... 5
2 多元化战略文献综述 ......... 7
2.1 国内外相关研究....... 7
2.1.1 国外相关研究7
2.1.2 国内相关研究8
2.2 多元化分类 ... 9
2.3 多元化战略风险与绩效..... 10
2.3.1 以多元化程度来分析风险.. 10
2.3.2 以多元化类型来分析风险.. 11
2.3.3 多元化战略对绩效的影响.. 12
3 ZHD 投资集团发展现状 .... 13
3.1 公司概况 ..... 13
3.2 ZHD 投资集团多元化战略纵向发展历程13
3.2.1 单一钢材贸易起步 .. 13
3.2.2 开展钢材加工业务 .. 14
3.2.3 进军房地产和金融等行业.. 14
3.2.4 举办金属材料市场 .. 14
3.2.5 发展成为集团公司 .. 14
3.3 ZHD 投资集团发展现状 ... 15IV
3.3.1 ZHD 投资集团业务情况 ..... 15
3.3.2 ZHD 投资集团环境现状 ..... 15
4 ZHD 投资集团多元化发展现状评估...... 17
4.1 ZHD 投资集团多元化战略现状的基础分析....... 17
4.1.1 SWOT 介绍 ... 17
4.1.2 ZHD 投资集团的多元化战略SWOT 分析.... 18
4.2 ZHD 投资集团多元化战略各板块评估 .... 26
4.2.1 GE 矩阵法介绍 ........
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