企业为了获得利润和可持续发展，都会在发展过程中制定战略， 来实现目标。多元化经营战略是国内众多企业选择扩张的主导战略。 多元化经营主要有四种类型：同心多元化经营战略、横向多元化经营 战略、纵向多元化经营战略、整体多元化经营战略。大部分的企业， 会通过两种渠道实现多元化，内部发展和外部并购。因此众多管理学 家都进行多元化经营的研究，此类企业的案例成为了越来越多学者关 注的焦点。 本文在较系统地回顾了国内外的理论基础以及最新研究进展上， 依据战略管理的分析、选择和实施三个过程。基于ZD集团的实际情 况，分析了多元化经营的类型和动因。ZD集团是一家跨国企业，是 国内知名的大型企业，由饲料业务发家，之后逐步将业务范围拓展至 养殖业、零售业、食品行业、房地产、金融、工业制造等行业。企业 在中国发展40年来，经过多元化经营战略的实施，获得了降低交易 费用、协同效应、分散风险、增强核心竞争力等利益，笔者分析了 ZD集团多元化战略实施现状，发现存在以下组织、文化、技术、财 务和市场五种问题：分片区模式，管理混乱；中泰经营管理方式存在 差异；投资总体上技术含量低，附加值低；有息负债高，资金链紧张； 部分企业内销，缺乏外部竞争压力。针对存在的问题，利用SWOT分 析了企业的环境变化，基于变化多元化经营应如何优化，笔者给出了 自己的分析及建议，主要有以下四类优化策略：四位一体、特色小镇、 电商整合、配套物流。并且提出优化的保障措施，主要有四点：以技 术为核心、以市场为导向、增强主营业务竞争力、高效的管理体系。 ZD集团的发展历程是我国多个集团企业发展的一个缩影，这些对策 II 对集团企业的多元化发展有一定借鉴意义。 本文在研究方法上采取了文献研究法、统计分析法、深度访谈法、 实地调查法等，笔者调查了ZD集团基础数据、内部期刊、现场项目 考察，提升了本文的实用价值。 关键词：ZD集团,多元化经营战略,四位一体,特色小镇,电商整合 III ABSTRACT In order to obtain profits and sustainable development, enterprises will formulate strategies in the development process to achieve their goals .Diversification strategy is the leading strategy for many domestic enterprises to choose expansion .There are four types of diversification: concentric diversification strategy, horizontal diversification strategy, vertical diversification strategy and overall diversification strategy. Most enterprises will achieve diversification through two channels, internal development and external acquisition. Therefore , many management experts have carried out research on diversification, and the case of such enterprises has become the focus of more and more scholars. In this paper, the theoretical basis and the latest research progress at home and abroad are reviewed systematically, according to the analysis, selection and implementation of strategic management three processes . Based on the actual situation of ZD group, this paper analyzes the types and motivations of diversified operation. ZD Group is a multinational enterprise, a well-known large enterprise in China, which started from the feed business and gradually expanded its business scope to aquaculture, retail, food industry, real estate, finance, industrial manufacturing and other industries. Enterprise development in China in 40 years, after the implementation of the strategy of diversification, the lower transaction costs, synergies, spread risk, enhance core competitiveness, such as interest, the author analyzes the ZD group diversification strategy implementation of the status quo, found the following organization, culture, technology, finance and market five problems: fragmentation IV zone model, management confusion; There are differences in management modes between China and Thailand; Investment in general low technology content, low added value; High interest-bearing liabilities, capital chain tension; Some enterprises sell domestically and lack external competition pressure. In view of the existing problems, SWOT is used to analyze the environmental changes of enterprises. Based on how to optimize diversified business, the author gives his own analysis and Suggestions, mainly including the following four optimization strategies: four-in-one, characteristic towns, e-commerce integration, and supporting logistics. And put forward to optimize the safeguard measures, mainly have four points: take the technology as the core, take the market as the guidance, enhance the main business competitiveness, efficient management system. The development course of ZD Group is a microcosm of the development of many group enterprises in China. These countermeasures have certain reference significance for the diversified development of group enterprises. In terms of research methods, this paper adopts literature research method, statistical analysis method, in-depth interview method and field investigation method, etc. The author investigated basic data, internal journals and field project investigation of ZD Group, which enhanced the practical value of this paper. Key Words: ZD group, diversified business strategy, four in one, characteristic town, e-commerce integration 目 录 摘要 ......................................................................................................... I ABSTRACT ............................................................................................. III 1绪论 .......................................................................................................... 1 1.1研究背景及意义 ............................................................................ 1 1.1.1研究背景 .............................................................................. 1 1.1.2研究意义 .............................................................................. 1 1.1.3研究的创新和不足 .............................................................. 2 1.2国内外研究现状 ............................................................................ 3 1.2.1国外研究现状 ...................................................................... 3 1.2.2国内研究现状 ...................................................................... 4 1.3研究内容与研究方法.................................................................... 6 1.3.1研究内容 .............................................................................. 6 1.3.2研究方法 .............................................................................. 8 2相关概念及理论基础 ........................................................................... 10 2.1 相关概念 ..................................................................................... 10 2.1.1多元化经营 ........................................................................ 10 2.1.2战略管理 ............................................................................ 11 2.1.3多元化经营战略 ................................................................ 12 2.2相关理论基础 .............................................................................. 15 2.2.1风险分散理论 .................................................................... 15 2.2.2交易费用理论 .................................................................... 15 2.2.3协同效应理论 .................................................................... 15 2.2.4核心竞争力理论 ................................................................ 16 3 ZD集团多元化经营现状 ..................................................................... 17 3.1 公司概况及发展历程................................................................. 17 3.1.1公司概况 ............................................................................ 17 3.1.2公司发展历程 .................................................................... 17 3.2 ZD集团多元化经营现状 ........................................................... 19 3.2.1农牧食品产业 .................................................................... 20 3.2.2零售产业 ............................................................................ 21 3.2.3金融地产业 ........................................................................ 22 3.2.4工业产业 ............................................................................ 22 3.3 ZD集团多元化经营动因 ........................................................... 22 4 ZD集团多元化经营存在的问题分析 .................................