PAGE PAGE II 格力電器多元化戰(zhàn)略研究 摘 要 近年來,，隨著互聯(lián)網(wǎng)經(jīng)濟的高速發(fā)展，對實體經(jīng)濟的沖擊越來越大,，許多傳統(tǒng)企業(yè)原有的經(jīng)營模式并不能更好地滿足市場需求,，因此不得不進行轉型升級。本文以格力電器為例,，探究其多元化戰(zhàn)略發(fā)展的歷程,，格力電器是一家長期專業(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),、銷售與服務于一體的集團公司。但是隨著互聯(lián)網(wǎng)經(jīng)濟的興起,，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，實施了多元化戰(zhàn)略發(fā)展,。這般舉措,，引起了業(yè)界和學界的廣泛關注,，研究格力電器多元化戰(zhàn)略對中國傳統(tǒng)經(jīng)濟體的轉型有參考價值和指導意義。 本文介紹了多元化戰(zhàn)略的概念,，實施條件和動因,，通過研究格力電器發(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題： 企業(yè) 多元化戰(zhàn)略的發(fā)展造成人才儲備不足，原本的銷售渠道不能夠滿足多元化發(fā)展需要,，實施多元化戰(zhàn)略對集團的人,、財、物力造成很大壓力,。并且結合格力電器自身的優(yōu)勢,、劣勢,，提出了適合格力電器 多元化戰(zhàn)略發(fā)展建議：堅持鞏固空調(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),，放棄智能手機業(yè)務,，重視新能源汽車產(chǎn)業(yè)的發(fā)展。 關鍵詞：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