摘要
多元化战略是企业发展到一定阶段后普遍关注的问题,它表示一个企业正在同
时营销至少两种具有不同用途的产品或服务。总的来说,多元化经营有着如下优点:
降低企业面临的风险、最大化地利用企业资源、实现产业间的互相促进、扩大企业
的经营空间、利于企业做大做强、获取基于规模的利益。若经营得当,多元化能够
赋予企业极大的竞争力;反之,多元化将影响企业原冇的资源分配,给企业带来多
方面的阻碍,包括管理、财务等,破坏企业的高效率。众多企业家与学者纷纷对多
元化的实践表示了兴趣,对其进行深入探究,得到的结果不一而足。在近二十年中,
多元化的浪潮也席卷了中国,但令人遗憾的是,多元化的正面效果并没有体现,这
是为何在我国特殊的条件下,我国企业应该如何实践多元化
本研究首先回顾了国内外关于企业多元化的理论研究和实践经验,包括多元化
的涵义、分类及内在动囚;其后回顾了国内外烟草产业的多元化实践,在宏观地概
述r国外烟草产业的多元化实践后,具体以上海为例分析了国内烟草产业的多元化
经营,并结合企业特殊的特性对中外烟草企业对多元化模式的实践进行效果比较和
经验总结。随即本研究将目光聚焦于云南烟草产业的多元化实践,首先分析了云南
烟亇:产业本身的特征与多元化经营的必然性,并在总结了其烟草主业的成功经验的
基础匕对其多元化经营的条件、竞争力、制约因素等进行分析,并结合国内外其
他烟草企业的经验,对云南烟草产业未来推进多元化经营提出了新的思路,指Hi云
出烟^产业应如何it休对多元化进行操作;在结尾部分本文针对多元化模式在云南
的烟草企业屮的具体实践提出了管理层而的建议与管理体系的建设构想。

总的来符,本研究在总结出国冇企业,特别是烟草行业多元化发展的规律后,
从各个方而对^南烟草产业末来的多元化发展提出了切实可行的建议,为探究烟草
产业的多元化发展做出了 一定的贡献。

关键词:多元化:烟草行业;政策引导;管理体系
Abstract
Diversification is an advancing pattern which is often the choice of developed firms.
It means the developing strategy that an enterprise sales two or more basically
different-used product or service. Much attention has been drawn on issues of
diversification by researchers of various fields. But the results attained seem to be
divided. Corporate diversification first emerged in large scale in China in 1990,s.
However, the benefit of diversification didn't appear, what happened to Chinese
corporation is, on the contrary, a tragedy. Why is that How to decide the ideal pattern of
diversification in contemporary China How can corporate carry out the diversification
effectively and moderately
Our research first review the theoretical researches and practices of Chinese and
foreign enterprises, including the definition, the classification and the inner motive. Then
we review the practice of the world's tobacco industry, taking that of Shanghai as an
example, and conclude the experience and lessons of the diversification of this industry.
After this the focus comes to the diversification practice of Yunnan tobacco industry, first
the characteristics of the industry, and then the successful experience of the major
industry of tobacco, followed by the conditions, competency, and constraints of the
industry's diversification practice. Combining the lessons of other tobacco industry, we
present the future direction for the diversification of Yunnan tobacco industry. Finally
comes the managerial suggestions and the ideas for constructing the managerial system
for the diversification practice. In sum, this research summarize the regular patterns of
the national industries, especially the tobacco industry, and suggests the future direction
for diversification strategy, and makes a contribution for the exploration of the
diversification of the tobacco industry.
Keywords: diversification; tobacco industry; policy direction; 】nanagerial system