统一品牌的多元化研究

文档编号:CW164  文档字数:19260,页数:25

统一品牌的多元化研究
 摘要
 关于企业是进行多元化还是专业化的战略选择，一直是业界讨论的焦点。事实上，无论是专业化还是多元化，本身并没有优劣之分，其关键在于企业本身所具备的财力资源、人力资源、管理能力以及行业特征到底适用哪一种方案。
 企业选择多元化的前提条件，是企业首先应当考虑的问题，避免因盲目地选择多元化而导致的失利。首先，企业是否对介入的领域进行了全面的考量；其次，企业是否具有该领域所要求的条件；最后，则是企业是否已经在某一领域占有一席之位。
 值得注意的是，企业要在若干行业中选出一些发展核心技术，而其他行业即使没有核心技术，也要在管理、销售等方面打造出企业的核心竞争力，在这个行业里名列前茅。简而言之，企业所进入的领域是专业化的，而企业本身是多元化的。
 然而，并非这样就可以将企业做大做强，必须要夯实基础，企业才能够稳定发展。选择多元化而成功的企业必须建立在企业文化的整合基础上，使得管理制度等都可以有效地衔接。需要强调的是，创新是企业的第一生命力，这里所说的创新不仅仅是技术上的创新，还有制度和经营管理方面的创新。
 多元化是对企业的挑战，要求对所处的行业要有相当程度的了解，必须不断地学习、实践、吸引人才。
 
[关键词] 品牌；多元化；战略；管理模式
[文档类型] 应用型

Unified Brand Diversity Research
 Abstract
About enterprise is diversify or professional strategic choice, has been the focus of debate industry. In fact, whether professional or pluralistic, does not itself better points, the key is to enterprise itself has the financial resources, human resources, management skills and industry characteristics for exactly what kind of plan.
Enterprises to select the diversified premise condition, is the enterprise should first consider the question, and avoid blindly choose diversification and lead to the loss. First, does the enterprise to intervention areas for the comprehensive consideration, Secondly, the enterprise whether it has the field the required conditions. Finally, it is the enterprise is in a certain area occupies a seat in his position.
It is worth noting, the enterprises must choose some in some industry development core technology, and other industries even without core technology and will be in management, sales etc create core competitiveness of the enterprise, top in this industry. In short, the enterprise entering the field is professional, and the enterprise itself is diversified.
However, not so that it may enterprise bigger and stronger, must, laying a solid foundation, the enterprise can stable development. Choose diversity and the successful enterprises must establish in enterprise cultural integration basis, make management system and effectively cohesion. It is important to emphasize that innovation is the first enterprise vitality, here said the innovation is not only the technical innovation, and system and management innovation.
Diversification is a challenge for enterprises, and their conditions for in industries are well known. Enterprises must constantly learn, practice, and have attractive talents.

[Keywords] Brand; Diversification; Strategic; Management Mode
[Type of thesis] Applied Research
 
 
目录
1 绪论 1
   1.1 国内研究现状 1
   1.2 国外研究现状 2
   1.3研究的现实目的与意义 3
2 统一品牌多元化研究的基础条件分析 5
2.1 统一品牌的多元化经营的科学内涵 5
2.1.1 统一品牌的多元化的基本概念 5
2.1.2 统一品牌的多元化的分类 5
2.1.3 统一品牌的多元化的作用 6
2.2 统一品牌多元化经营的条件 7
2.2.1企业实行多元化经营的外部环境 7
2.2.2企业实行多元化经营的内部原因 7
2.2.3 企业成功实施多元化经营的必备条件 8
2.3 多元化经营与核心竞争力的分析 10
2.3.1核心竞争力的内涵和特征 10
2.3.2多元化企业核心能力的识别 11
2.3.3 核心竞争力是多元化经营的根基 11
2.3.4 多元化经营可以全面提升企业的核心竞争力 12
2.4 统一品牌的多元化经营的动因研究 13
2.4.1企业特征 13
2.4.2 产业影响因素 13
2.4.3 宏观因素影响 14
3 多元化经营存在的问题及对策建议 15
3.1 多元化经营存在的问题 15
3.1.1 损害原有品牌形象 15
3.1.2 有悖消费心理 15
3.1.3 容易形成此消彼长的“跷跷板”现象 15
3.1.4 株连效应 16
3.1.5 淡化品牌特性 16
3.2 对策与建议 16
3.2.1 市场调研和科学论证 16
3.2.2 准确的品牌定位 17
3.2.3 专业化基础上的多元化 17
4 研究结论 18
参考文献 20
致  谢 21

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