摘要:庄吉集团成立于1996年，经过十多年的发展壮大，已经具备一定的企业规模。目前跨足经营的行业包括服装制造业、造船业、有色金属工业、房地产投资以及金融投资行业，虽然庄吉集团通过实施多元化经营战略不断的扩张，占有了多个领域的市场份额，但是在2012年11月底传出了集团濒临倒闭的消息。无风不起浪，任何消息的传出都是有一定根据的。之所以会有这样的新闻报道，那是因为庄吉船业受到了全球金融危机的冲击，经济效益十分低靡，投入的资金无法收回，从而引发了整个集团的债务危机。
多元化经营战略，在当今经济全球化的时代背景下，已经成为企业发展、壮大，获取更多经济利益的必然之选。可是，凡事都有两面性，多元化战略也是如此，一方面会创造可观的收益；另一方面，却会造成严重的创伤，甚至是致命的。本文首先阐述了多元化战略的概念、类型、作用和优劣性，然后结合庄吉集团实例分析和研究了实施多元化经营战略的现状和存在的问题，最后根据查阅的资料和自己的思考与理解对庄吉集团实施多元化战略存在的问题，提出了相应的解决对策。我国企业在面对多元化经营战略的选择时，应该从多个角度认真分析企业现有状况，充分运用多元化战略的优势，尽可能的减少多元化战略的负面影响。从而，使我国企业的实力更上一层楼。
关键词：多元化战略；庄吉集团；核心竞争力；资金链
ABSTRACT:ZhuangJi group was founded in 1996, after 10 years of development, already have a certain scale enterprises. Currently growing business sectors including clothing manufacturing industry, shipbuilding industry, non-ferrous metal industry, real estate investment and financial investment industry, although ZhuangJi group through the implementation of diversified operational strategy unceasing expansion, has many fields of market share, at the end of November 2012 spread failing message from the group. There is no smoke without fire, any news came of all have certain basis. Is there such a news report, it is because ZhuangJi ship industry hit by the global financial crisis, the economic benefit is very low, the money can't take back, causing the whole of the group's debt crisis.
In today's era of economic globalization background, diversified operational strategy has become the inevitable choice of the enterprises to develop, grow, get more economic benefit. But, there are always two sides to everything, so is diversified operational strategy, on the one hand can create considerable income; on the other hand, can lead to severe trauma, or even deadly. This article first expounds the concept of diversification strategy, type, function and advantages and disadvantages, then combining ZhuangJi group instance analysis and research on the implementation of diversified operational strategy present situation and existing problems, finally,according to the information and my own thinking and understand for the existing problems in the implementation of the diversification strategy by ZhuangJi group, putting forward the corresponding countermeasures. Our country enterprise in the face of the diversified operational strategy choice, should analysis carefully from multiple angles of the enterprise current situation, fully use the advantage of diversification strategy, as far as possible to reduce the negative impact of diversification strategy. Thus, make our country enterprise's strength to the next level.
Keywords ：diversification strategy；ZhuangJi group；core competitiveness； capital chain
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