多元化战略下企业财务风险研究——以贵人鸟为例

Research on Corporate Financial Risks under Diversification Strategies—Taking GRN-Group as an Example

摘要: 面对日益激烈的市场竞争环境，各企业纷纷制定不同的战略加以应对，其中多元化战略便是较为受欢迎的战略。固然多元化战略能够帮助企业在竞争中站稳脚跟，取得竞争优势获得长期增长，但是其需要充足的资金与资源支持，合理控制产业多元化的发展速度，若超过企业自身承受范围，企业资金资源无法支撑，便会引发财务风险，导致经营困境。本文以贵人鸟作为研究对象，分析其在实行多元化战略的过程中财务风险及其产生的原因，据此提出相应管理对策，从而为其他多元化战略企业所借鉴，维持企业的稳定发展。

Abstract: In the face of increasingly fierce market competition, enterprises have developed different strategies to deal with, of which the diversification strategy is a more popular strategy. Certainly, diversification strategy can help enterprises to stand firm in the competition and gain competitive advantages to obtain long-term growth, but it requires sufficient financial and resource support, reasonable control of the development speed of industrial diversification, if more than the enterprise’s own range, the enterprise’s financial resources can not be supported, it will lead to financial risk, resulting in operational difficulties. This paper takes GRN-Group as the research object, analyzes its financial risk and its reasons in the process of implementing diversification strategy, and puts forward the corresponding management countermeasures accordingly, so as to draw reference for other diversification strategy enterprises, and maintain the stable development of enterprises.