本文以JDM集团为背景,运用多元化战略理论,研究企业相关多元化问题, 旨在帮助企业,规避行业周期行波动带来的经营风险,最大限度地利用现有资源, 提高企业资金使用效率,实现企业竞争优势,使企业在激烈的市场竞争中立于不 败之地 本文对国内外有关多元化的理论进行简析,重点对JDM集团多元化战略进行 研究,对企业各类型多元化的目的!约束条件!优缺点进行了比较首先对JDM集 团公司内外部环境进行分析,探讨了该公司所处行业波动产生的原因和给企业带 来的机遇和风险,企业专业化面临的风险及约束条件,多元化面临的风险及约束 条件其次在对该公司总体战略进行SWOT分析的基础上,重点研究低度非相关多 元化的必要性和可行性最后针对企业多元化战略,利用波士顿矩阵对企业现有 主业!钥深加工业务及拟进入的房地产行业的战略组合关系进行分析和论证,提 出抓住市场机遇,积极培育新的利润增长点,采取/追求稳定利润回报为目的0 的非相关多元化作为补充,进入房地产!市政工程等行业,形成与现有行业以丰 补欠的局面,来规避行业波动给企业带来的风险结合案例对JDM集团进入 房地产行业的不同方式(短期投资,自主开发以及物业持有)进行了可行性分析 和比较,并对可能存在的风险提出相应措施 本文所涉及房地产投资案例均在实施之中,有关2006年房地产行业政 策出现的新变化以及行业发展趋势的分析对企业的实际操作有一定参考价值 =关键词>多元化,战略,投资,房地产 =研究类型>应用研究Abstraet Title:Thele肛级代hofJDM卿勺upenteri的9then级1esta抚 profeSSIOnfeasib访ty SPeeialty:BusinessAdministration Name:Leiyingliang Tutor:Fangwangbang signature:如l Signature:产甸 AbstraCt ThisartieletakestheJDMgrouPasthebackground,utilizesmultiPlieity strategytheorytoresearehonmultiPlicityquestionthatrelatedto enterprise.It.5Purpose15tohelPtheenterpriseavoidthemanagementrisk broughtbythePeriodictradeundulation,makefulluseoftheexisting resources,enhaneetheenterprisefunduseeffieieney,realizetheenterprise eomPetitiveadvantageandeausetheenterprisetobeinanimPregnable PositionintheintensemarketeomPetition. ThisartieleanalyzesthedomesticandforeignrelatedmultiPlieity theoryandcomParesthegoal,theeonstraintcondition,meritsandfaultsof theenterprisevarioustyPesofmultiPlieity. ThisartieleemPhasizestheresearehoftheJDMgrouPmultiPlieity strategy.FirstearriesontheanalysistotheJDMgrouPeomPanyinternal andexternalenvironment,diseussestheeauseofformationofthetrade undulationanditbroughttheoPPortunityandrisktotheenterprise,therisk andtheeonstrainteonditionwhiehtheenterpriseandthemultiPlieityfaeed. Secondlystudiesthelownon一correlationmultiPlieitywithemPhasisthe neeessityandthefeasibilitybasedontheSWOTanalysistotheeomPany overallstrategy.FinallyaimsattheenterprisemultiPlieitystrategy,using theBostonmatrixtoanalysisandProvethestrategieeombinationrelationsofthemolybdenumintensiveProeessingservieewhieh15theenterprise existingPrineiPalwork,andrealestateProfessionwhieh15theProPosed Work.ItProPosessomeviewPointsaboutthatholdsthemarketoPPortunity, eultivatesthenewProfitPointofgrowthPositively,adoPtsthe non一eorrelationmultiPlieity/thePursuestableProfitrePayment15the goalasthesuPPlement,entersProfessionssuchaseommercialrealestate, munieiPalengineeringand50on.Thusitcanformwiththeexisting ProfessionbytheasPeetwhichabundantmakesuPowes,dodgetherisk thatthetradeundulationbringstotheenterprise. Thisartieleinvolvestherealestateinvestmenteaseswhicharebeing imPlemented,someeontentinvolvesthenewehangeandProfessiontrend ofdeveloPmentanalysisabouttherealestateProfessionPolicyin2006, whiehhaseertainrefereneevaluetoenterprise,5aetualoPeration. IKeyWordslmultiplicity,strate卧investment,rcalestate [ResearchTyPelApplied此search目录 1导论1 1.1选题背景1 1.2研究目的__._._..._______.__._._二_.__二____________.....__._________.___._二__.______-_._1 1.3解决问题1 1.4名词与变量二,_________.,___._.__.______,_.,_._______....__,_________.___..__,____二__2 1.4.1分类方法-一___________._________.__________.,_,_______.____._._,_二__.__二___._二_,_._二_2 1.4.2分类方法二.._._______._...___二____!_二____.____..,_______二__..,_.2 1.5研究范围界定___..,_________._二___.____._.__,__二__________.._______________.,3 1.6研究方法______.________.______.___.__..______.____二___._.____________二_._.__.____._4 1.7框架___..,___________.,_,_______._二_._______..,___.___._______._..,_,____二_____.,5 2相关理论概述,__________________________.__,___._____._._________二_______._____________二_二______二________二_.___._7 2.1相关理论简述__.__,_________._________.._二_.___________._._._..,____.__.___.,_____7 2.1.1国外研究简述.___..._____________._,_________._____._._._二__,_.___.___.____..,_7 2.1.2国内研究简述_______.._____________.._二____...._._____._...___.___二__.,15 2.2研究评论_.__二______.__._______._.,_.____.___._二_______.____.,___._______._._..,17 3企业及其环境分析,_.___._______.___..,_.__二__._二_,_____.__._._,_,_,__.______._,____j_9 3.1企业简介二,二________.二____________,_.___.._______.____._二,._._二_____________二______.__19 3.2企业内部因素分析.___._,_._____.___二_,___.___________.____.___.___..________19 3.3企业外部环境分析.._____._________.,_________..._二_____._,___._.__._____二__.__.,21 3.3企业外部环境分析.________________.____________二_..___._________._.,二_._______.21 3.4JDM集团SWOT分析.____________,_-__-._____,_._,______________._______.______二__._.___.______24 4问题分析与讨论,___二____.____..,___,___._._._.__._.__._.,_____-.-一!-.---.------.一29 4.1企业发展战略分析.__二_______,__________二_.,__二______._____.___,_______二_,___.____29 4.1.1战略优缺点及执行中的问题__二____._..,_._________二____._.______二_二___._____,29 4.1.2非相关多元化的必要性_____._....___二_______..,_.__.,_二_._.__二_.__二___..,30 4.1.3问题分析__.._._.___..._二___二_,._____._______._____._._.____二______,__.___30 4.2房地产行业特点及发展趋势_._____._____._.__,_二______二__._._-二_二_._二_____.,_._314.2.1房地产发展趋势_二____二___二_,____二___.____,_______.______,_,_二___.__.,___二____二31 4.2.2政策简析,_____..,___.______,__二_._._____,___..,____.__二____.____.__.!______二__.____.______34 4.2.3房地产行业特点_.___.___.,__.___..,_____._二____._!._._..,___.__._____二____._二_.__二37 4.3.JDM集团房地产投资案例___.,_,___.______二_______!._____.________,__________二______38 4.3.1案例描述,______.,____.______二___.__二___.,___.__________,_.___,____,______,__二_.____._二___56 4.3.2案例分析二,_____,__.,_._._,____,二________.____,_.__..,_.__,______.__.____.__二_二_二______.__38 4.4波士顿矩阵分析____二___.,____.,____._______..__..,___.,__,_______,__.___.,__39 4.4.1波士顿矩阵分析定义__._.,_____二__._.,_二___._____,____._._.__.__.___二_.___.,二__40 4.4.ZJDM集团波士顿矩阵分析___,____,____._.,___.,__..,__.__,____.,__二_.______._40 5可行性分析及风险控制_.,____..,__.___.___._,____.,____.,._____._.__.,_.,_._____._____.44 5.1各类投资对多元化战略的影响二_二_,_,__.____..,___._.__.__-二_____..,_,二___44 5.1.1主业投资.___._二__________..,____.,___.___.,____二____.,_.__._.,_.__._二___.__.__,44 5.1.2深加工业务投资._._________._二______.__._二,_二__.,__..,___..,_,___._二_.___,___二_45 5.1.3房地产业务投资.,____.,.____.___.___._____,_.___,__,_二__二____二_._二___________._._____46 5.2不同房地产投资方式可行性分析.____..,____,_____,_.__,______.___.__二_46 5.2.1短期投资.______.,_.,____,__..,_.___二____..,____.,___二_____________二_.___二___._.____,_47 5.2.2自主开发_二,______.____二______二_.__,____._..,______,___.,__.,_,._________二____,48 5.2.3物业持有._._.,_.__,___二_._.__二___.___.,__._._,二_.,____,___..,_____.____二______49 5.3风险控制.__.______._._____._____.,___.,____二______.,_____,______._,___.______,____._._____.____50 5.3.1风险定义,___._.___._!.___,_.___二,.___二__.___二_,二_,___________,____________.____二___._______50 5.3.2可能的风险及控制措施,____._______.,___..,____二____._二______二____._.____._________50 6结论,__.___二______._____,____._二_二_.____二_____.____.__二_.___.______二_______二_.__._._____.__二______._.___!._.____._二54 6.1主要结论._.__二_______._.,_.__,_._,_____.__.__,____二_____________.______________,__._._____.___54 6.2创新之处__二__.__._二__二____.____.,____._.___.,__.__,__.___________,__.________二__._,________.54 6.3局限性__,__,._.__._____,二___二__.___二__._.__二_,__._二___,_二________二_._二__.__.____二__二____二___54 6.4进一步研究的问题.__.__.____,__.____,______二____________.__._!_____二_________二_____55 7致谢,__._.____,__.___二____,__....____,____二_._,___二_..,_.___,___.____,_._______._二_二!_______.___._.56 8