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摘 要
作为一种全局性和长远性的战略，多元化经营战略在市场经济条
件下的影响作用越来越大。一方面，多元化经营战略给企业的发展带
了来前所未有的机会，增强了企业在市场上的竞争实力；另一方面，
多元化经营业给企业的经营带来了相应的风险和管理的难度，多元化
会分散企业的经营资源，增加企业运作的费用和成本，多元化的不恰
当实施往往会导致企业的核心竞争力的丧失和核心品牌的弱化，国内
外大量的企业经营实践表明，在经历了多元化发展历程的洗涤之后，
留存下来的大都已经是在某一专业领域独具竞争优势的品牌。因此，
多元化经营战略的选择应该更加趋于理性和合理，慎重选择。
本论文首先通过以多元化发展战略的相关理论为基础同时对目
前企业界多元化发展的趋势进行描述、总结，明晰利弊和实施过程中
的重点、难点。其次针对银源公司目前的经营局面和多元化业务的具
体情况，利用 GE 大战略矩阵对其具体业务进行深入的内外部发展环
境分析得出初步结论，在此基础上再制定相应业务的各自战略实施措
施，并站在公司高度予以整合得出其目前实施的多元化发展思路应调
整为：进一步加大在电力工程业务的投资，利用自身的技术、人脉等
优势，进一步扩大市场份额，增加公司的利润来源；在特定细分市场
（与电力有关）上对电力物流业务进行追加投资与电力工程业务相呼
应；维持目前综合利用业务的稳定局面，短期内放弃或减少对房地产
及物业管理方面的投资。本研究有利于该公司目前多元化发展战略调II
整方向的确定与具体步骤的实施，有利于该公司整合业务、集中优势
在细分市场取得规模化发展及市场优势，也为其他相关企业的多元化
发展战略选择提供借鉴意义。
关键词：银源公司；发展战略；多元化；方案设计
Abstract
As a global and long-term strategic，diversification strategy under
market economy conditions. On one hand, the diversification strategy
make the development of enterprises with unprecedented opportunity ,and
enhance the competitiveness of enterprises in the market; On the other
hand, the diversification brought industry to the corporate management of
risk and difficult to manage decentralized corporate management
resources, diversification will increase the fees and costs of business
operations, a wide range of inappropriate implementation often lead to a
loss of competitiveness of the company's core and the weakening of the
core brand, a large number of domestic and foreign business practices
show that, diversified development is a process of washing, surviving
mostly is a brand of unique competitive advantage in a particular area of
expertise. Therefore, the choice of diversification strategy should become
more rational and reasonable, carefully chosen.
This thesis is based on the development of related industries such as
real estate background, the theory of the diversified development strategy
review, So as to the theoretical basis for the development of effective
development strategies. Based on Yin Yuan company’s diversified profile
analysis, use GE grand strategy matrix corresponding screening of the
company's diversified business, and conducted in-depth analysis of the
in-depth internal and external development environment for the
business that filter down, above on to develop the appropriate business
development strategy for it. And Propose the company should further
increase investment in project business, further expand its market share,
increase the company's profits, in a particular market segment (related to
electric power) on the logistics business and investing, and maintain the
stability of the comprehensive utilization of business, in the short term to
give up investments in property and real estate business. In this study, is
conducive to the effective formulation and implementation of the
company's development strategy, conducive to the company's business
development of the scale and the absolute market advantage, but also a
reference for other company that choose diversified development strategy.
Key words: Yin Yuan corporate; development strategy; Diversification;
Proposal Design