摘要
多元化经营是企业发展到一定阶段为了寻求长期发展而采取的一种经营战
略。航运企业是国际贸易的载体,具有高度开放性、竞争性、波动性和周期性
2008年的世界金融危机导致航运业持续萧条,航运企业普遍面临前所未有的困
难,多元化经营战略由此成为国际众多航运企业对冲风险、企稳回升的重要选择
本文以我国航运企业为研究对象,首先通过全面回顾国内外学者关于企业多
元化经营理论的研究成果,系统梳理企业战略管理理论与分析方法,为开展我国
航运企业多元化经营战略研究奠定理论基础;其次,选取14家航运上市公司作为
样本,在确定航运企业绩效和多元化程度衡量指标的基础上,对航运企业多元化
程度与企业绩效关系的相关性进行实证分析;第三,以世界著名航运企业马士基
集团为例,从多元化经营战略布局、战略转向、绩效分析和成功要素等几个方面,
分析该企业实施多元化经营战略的成功经验和存在问题,为我国航运企业幵展多
元化经营提供借鉴;第四,运用SWOT分析方法,全面分析我国航运企业多元化经
营面临的机遇与威胁和自身存在的优势与劣势,针对我国不同规模类型航运企
业,选择不同的多元化经营战略和目标行业;最后,本文提出了保障我国航运企
业实施多元化经营战略的具体措施:充分认识多元化经营在企业发展中的重要地
位;做强主营业务,夯实企业多元化经营基础;完善现代企业制度,增强企业经
营活力;引进与培养相结合,建设适应企业多元化经营的人才队伍;建立战略实
施、评估与反馈机制,提高企业多元化经营绩效
关键词:企业战略航运多元化经营绩效
青岛科技大学研究生学位论文
RESEARCH ON DIVERSIFICATION STRATEGY OF
SHIPPING ENTERPRISES IN CHINA
ABSTRACT
Diversification is a strategy that enterprise will take in order to seek
long-term development when they have already developed to a certain stage. Shipping
companies are the carrier of international trade, with a high degree of openness,
competition, volatility and cyclical. The world financial crisis of 2008 led to The
depression of the shipping industry, shipping enterprises generally face unprecedented
difficulties, the diversification strategy thus become a important choice that many
international shipping companies have made to hedge risk and seek development.
In this thesis we will study on China's shipping enterprises, First we will
have a comprehensive review of domestic and foreign scholars' research on corporate
diversification theory, combing the corporate strategic management theory and
analytical methods in order to build the theoretical basis to carry out China's shipping
corporate diversification strategy research, second, select 14 shipping Listed
companies as samples, by confirming shipping enterprise performance and
diversification measurement, we will study the relevance of the degree of
diversification of shipping companies and corporate performance relationship. Third,
to provide a reference for China's shipping enterprises to carry out diversification. This
thesis will take Maersk Group, the world's leading shipping company as an example to
analyze the successfiil experience and the problems of this company’s diversified
development from several aspects like the layout of the diversified business
strategy, strategic aspects of steering, performance analysis and success factors. Fourth
by using the analytical method of SWOT, we will have a comprehensive analysis of
the opportunities and threats faced by the diversification of China's shipping
enterprises and their own strengths and weaknesses, then choose different
diversification strategies and objectives according to different types of scale.Finally,we
propose specific measures to guarantee China's shipping enterprises diversified
business strategy: fully aware of the importance of diversification in development of
enterprise;strengthen its main business,consolidate the basis of corporate
diversification; improve the modern enterprise system, and enhance business vitality;
by talent introduction and personnel training, constructing a talent team that can adapt
to corporate diversification; establishing strategic implementation, evaluation and
feedback mechanism to improve the performance of corporate diversification.
KEY WORDS: strategy shipping diversification performance