| TCL多元化战略分析 |
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| 引用本文： | 戚晓曜.TCL多元化战略分析[J].北京航空航天大学学报(社会科学版),2006,19(1):9-11. |
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| 作者姓名： | 戚晓曜 |
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| 作者单位： | 天津大学,管理学院,天津,300072 |
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| 摘 要： | 就TCL多元化的特点、原因、存在的问题、未来的发展等几个层面分析了TCL的多元化战略：在多元化的策略上，TCL具有以下几个特点：采用联盟的方式来快速获取进入新领域的资源；从特定细分市场切入一个成熟市场；注重营销模式的创新。TCL多元化的原因，是基于分散经营风险、整合剩余资源、战略目标等的需要。TCL多元化战略存在产品在营销渠道不能共享、集团资源分散、文化和品牌延伸困难等问题。
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| 关 键 词： | 多元化 TCL 家电 |
| 文章编号： | 1008-2204(2006)01-0009-03 |
| 修稿时间： | 2004年6月9日 |
TCL Diversification |
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| QI Xiao-yao.TCL Diversification[J].Journal of Beijing University of Aeronautics and Astronautics(Social Sciences Edition),2006,19(1):9-11. |
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| Authors: | QI Xiao-yao |
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| Institution: | Management School, Tianjin University |
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| Abstract: | Hereby we analyze the diversification of TCL from different aspects: the uniqueness, the reason, existing problem, and the future. Uniqueness of TCL in diversification: acquire the resources necessary to enter into one new domain by means of franchise; enter into one mature market from certain niche market; pay much attention to innovation of way of marketing. Why diversify? Apart from the general situation of the industry of home appliances, there are needs asking for diversification: the need to lower business risk; produce synergy by coordinating surplus resources; 3, the need to achieve “3 C into 1”, the strategic goal of TCL’S diversification: three C into one |
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| Keywords: | diversification TCL home appliances |
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