多元化经营,是由著名的产品——市场战略专家安索夫在50年代提出的。一般认为多元化的目的有四个:一、业务组合规避风险;二、逃避业务萎缩(市场占有率一再下降,在主业上已很难有所作为,只能寄希望于寻找新的利润支柱);三、充分利用闲置资源,或充分利用现有的营销能力和渠道,或充分利用现有的生产能力,或利用现有的顾客基础等等;四、形成品牌家族,实现集团规模增长。多元化是一个企业在专业化不能解决其生存和发展的问题、不 Diversification was initiated in the 1950s by renowned product Ansoff, a market strategy expert. It is generally believed that there are four purposes for diversification: First, the business portfolio avoids risks; Second, escapes shrinking business (Market share has repeatedly declined, it is difficult to make a difference in the main business, and it can only hope to find new profit pillars. Third, make full use of idle resources, or make full use of existing marketing capabilities and channels, or make full use of existing production capabilities, or use the existing customer base, etc.; Fourth, the formation of a family of brands, to achieve the scale of the group. Diversification is a problem in which a company cannot solve its survival and development in the specialization, not