PAGE PAGE II 格力電器多元化戰(zhàn)略研究 摘 要 近年來(lái)，隨著互聯(lián)網(wǎng)經(jīng)濟(jì)的高速發(fā)展，對(duì)實(shí)體經(jīng)濟(jì)的沖擊越來(lái)越大，許多傳統(tǒng)企業(yè)原有的經(jīng)營(yíng)模式并不能更好地滿(mǎn)足市場(chǎng)需求，因此不得不進(jìn)行轉(zhuǎn)型升級(jí)。本文以格力電器為例，探究其多元化戰(zhàn)略發(fā)展的歷程，格力電器是一家長(zhǎng)期專(zhuān)業(yè)化做空調(diào)的企業(yè)，并且已經(jīng)發(fā)展壯大為一家集研發(fā)、生產(chǎn)、銷(xiāo)售與服務(wù)于一體的集團(tuán)公司。但是隨著互聯(lián)網(wǎng)經(jīng)濟(jì)的興起，格力電器這種傳統(tǒng)企業(yè)受到很大沖擊，格力電器為尋求更好的發(fā)展，實(shí)施了多元化戰(zhàn)略發(fā)展。這般舉措，引起了業(yè)界和學(xué)界的廣泛關(guān)注，研究格力電器多元化戰(zhàn)略對(duì)中國(guó)傳統(tǒng)經(jīng)濟(jì)體的轉(zhuǎn)型有參考價(jià)值和指導(dǎo)意義。 本文介紹了多元化戰(zhàn)略的概念，實(shí)施條件和動(dòng)因，通過(guò)研究格力電器發(fā)展多元化戰(zhàn)略，采用PEST分析、SWOT分析和企業(yè)涉及的行業(yè)分析，得出了格力電器目前所面臨的主要問(wèn)題： 企業(yè) 多元化戰(zhàn)略的發(fā)展造成人才儲(chǔ)備不足，原本的銷(xiāo)售渠道不能夠滿(mǎn)足多元化發(fā)展需要，實(shí)施多元化戰(zhàn)略對(duì)集團(tuán)的人、財(cái)、物力造成很大壓力。并且結(jié)合格力電器自身的優(yōu)勢(shì)、劣勢(shì)，提出了適合格力電器 多元化戰(zhàn)略發(fā)展建議：堅(jiān)持鞏固空調(diào)產(chǎn)業(yè)龍頭老大地位，加大智能家居產(chǎn)業(yè)和智能裝備產(chǎn)業(yè)的投入力度，有選擇性地發(fā)展部分小家電產(chǎn)業(yè)，放棄智能手機(jī)業(yè)務(wù)，重視新能源汽車(chē)產(chǎn)業(yè)的發(fā)展。 關(guān)鍵詞：格力電器；互聯(lián)網(wǎng)；多元化戰(zhàn)略；PEST分析；SWOT分析  Research on diversified strategy of Gree Electric Abstract In recent years, with the rapid development of the Internet economy, the impact on the real economy is increasing.Many traditional enterprises original business model can not better meet the market demand, so they have to carry out transformation and upgrading. Taking gree electric appliances as an example, this paper explores the development process of its diversification strategy.Gree Electric is a long-term specialized air conditioning enterprise, and has grown into a group company integrating research and development, production, sales and service. However, with the rise of Internet economy, Gree Electric Appliance, a traditional enterprise, has been greatly impacted. In order to seek better development, Gree Electric Appliance has implemented diversified strategic development.Such a move has aroused widespread concern in the industry and academia,The study of Grees diversification strategy has reference value and guiding significance for the transformation of traditional Chinese economy. This paper introduces the concept, implementation conditions and motivation of diversification strategy.By studying the development diversification strategy of Gree Electric, adopting PEST analysis, SWOT analysis and industry analysis involved in the enterprise, the main problems faced by Gree Electric at present are obtained: the development of di