I富贵鸟多元化经营问题及对策研究【摘要】多元化经营是企业有了一定的资本累积后为了有更好更强的发展，或规避经营单一事业的风险而采取的战略选择，而多元化经营除了能给企业带来更多的发展机遇外，还意味着这要伴随着较高的风险。本文以富贵鸟集团公司为例，结合富贵鸟的财务指标从内外两方面分析其多元化经营的动因，并就其核心竞争力、协同效应、财务风险方面探讨富贵鸟多元化经营失败的原因并提出相应的建议及企业多元化经营应注意的方面。【关键词】多元化经营 核心竞争力 协同效应 财务风险Research on the Problems and Countermeasures of Diversified Management of the Wealthy Birds【Abstract】Diversified management is a strategic choice adopted by an enterprise for better and stronger development after it has accumulated certain capital, or to avoid the risk of operating a single business. Besides bringing more development opportunities to the enterprise, diversified management also means that it should be accompanied by higher risks.Taking fugui bird group company as an example, this paper analyzes the motivation of its diversification from both internal and external aspects in combination with the financial indicators of fugui bird, and discusses the reasons for the failure of its diversification in terms of its core competitiveness, synergetic effect and financial risks, and puts forward corresponding Suggestions and aspects that should be paid attention to in its diversification.【Key words】 Diversified operation Core competence Synergistic effect Financial IIrisk1前 言随着全球化经济的持续发展和产品市场竞争的日益激烈，众多企业基于各种经济管理因素朝向多元化战略发展[1]。不过也应注意的是，双刃剑现象依旧存在于多元化经营过程中，良好的发展机遇也同样意味着风险系数不低。像中国的海尔、美国的通用电气这些企业在多元化经营中获得了成功，为企业创造了更好的发展机遇；但也有像富贵鸟一样的公司，多元化经营的失败使企业加剧了财务危机，落入了多元化经营的“陷阱”，甚至最终导致...
