Category Number：Level of Secrecy：
Serial Number ：Student Number：52152346129
Master's Dissertation of Chongqing University of Technology
Research on Optimization of BJBD
Company Diversified Development
Strategy
Postgraduate: Qi Yu
Supervisor: Professor Liu Li
Degree Category： Professional Degree
Specialty:MBA
Research Direction:Corporate governance
Training Unit: MBA Education Center
Thesis Deadline: March 20, 2018
Oral Defense Date: May 26, 2018
摘要
I
摘要
进入21世纪以来，经济全球化的步伐加快，国际国内市场竞争愈发激烈，企业
面临的环境更加复杂。在这样的背景下，战略管理对于企业的重要性不言而喻。多元
化战略能够帮助企业分散风险，提高资源利用率，找到新的利润增长点。目前有很多
企业都效仿成功者选择了多元化发展战略，但是效果并不理想。因此为企业量身定制
一套适合自身条件的多元化发展战略至关重要
BJBD公司以继电保护测试仪为核心，经过多年的努力成为了该领域的龙头企业
但其主营产品进入市场成熟期，销售额增长缓慢。为了生存和发展，公司走上了多元
化的道路，开始涉足电力电子和空气净化产业。但多元化发展没有达到预期的效果，
相反因为各种原因使公司的经营陷入困境
本文以BJBD公司为研究对象，首先查阅了战略管理理论和多元化战略理论的相
关文献，并了解了多元化战略的国内外研究现状；然后使用科学的工具，分析公司所
处经营环境。包括用PEST分析公司宏观环境、用波特五力模型分析各业务的行业环
境、分析公司内部环境；结合公司的环境分析再通过理论结合实际的方法，寻找最适
合公司的多元化发展战略优化方案。其中主要工作有运用BCG矩阵找出公司各个产业
的战略定位。然后通过基本竞争战略理论，为各产业找出适合的基本竞争战略。使用
SWOT分析匹配出相应的优化策略，并通过QSPM矩阵找到重点的优化策略；最后制定
出公司战略优化的支撑保障体系，以确保战略目标能够有效的实现
本文的研究有助于引导BJBD公司走上科学的可持续发展之路，同时对其他类似
企业也有一定的借鉴作用，还可以为研究多元化战略的学者提供一个案例
关键词：多元化战略； BJBD公司； SWOT分析
Abstract
III
Abstract
Since entering the 21st century, the pace of economic globalization has accelerated,
and the competition in international and domestic markets has become increasingly fierce.
The environment facing enterprises has become more complicated. In this context, the
importance of strategic management for companies is self-evident. Diversification
strategies can help companies to diversify risk, increase resource utilization, and find new
profit growth points. At present, many companies have followed the example of successful
companies who have chosen a diversified strategy, but the effect is not satisfactory.
Therefore, it is very important for companies to develop a set of diversified strategies
suited to their own conditions.
The BJBD company takes the relay protection tester as the core, after years of hard
work, it has become the leading enterprise in this field. However, its main products have
entered the market mature period, and profit growth has been slow. In order to survive and
develop the company embarked on a diversified road, began to enter the power electronics
and air purification industry. However, diversification strategies has not achieved the
expected results, but on the contrary has caused losses for various reasons.
This article uses BJBD as the research object. First, I reviewed the relevant literature
of strategic management theory and diversified strategic theory, and understand the current
status of research on diversification strategies at home and abroad; Then use scientific tools
to analyze the company's environment. Including the use of PEST to analyze the
company's macro-environment and Porter's five-force model to analyze the industrial
environment of various industries、analyzing the company's internal environment;
Combined with the company's environmental analysis and then through theoretical and
practical methods, to find the most suitable for the company's diversified strategy and
implementation strategy. The main work is to use the BCG matrix to identify the strategic
positioning of the company's various industries, and then through the basic competitive
strategy theory, find suitable basic competition strategies for each industry, use SWOT
analysis to match the corresponding strategy, and find Important strategy through the
QSPM matrix; Finally, a support and guarantee system for the implementation of the
strategy was formulated to ensure that the strategic objectives can be effectively achieved.
The study of this article will help guide BJBD Company to embark on scientific。。。