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类号密级
UDC学校代码10689
硕士学位论文
基于GE矩阵的L公司业务组合优化研究
Research on LCompanys Business Portfolio
Optimization Based on GEMatrix
姓名：董妮
导师（职称）：雷森（副教授）
申请学位类别：工商管理硕士
专业：工商管理
研究方向：公司战略
学院（中心、所）：商学院
论文完成时间：2023年6月6日摘要
摘要
当前市场经济形式多变，企业承受着日益严峻的市场竞争环境以及逐渐下行
的宏观经济所带来的双重压力，尤其是自2020年初新冠病毒爆发以后，各行各
业都受到严重冲击，产生了巨大变化，这无疑给企业的发展又戴上了一把沉重的
枷锁颂嵘陨碜酆鲜盗Γ┱挂滴袷谐》荻睿鞲銎笠当匦朐诰侠卫?
把控自己的投资方向，顺应国家方针政策，遵循市场发展规律，根据经营单位的
实际经营状态合理选择发展方向，最大限度利用自身产业在行业内的优势，实现
价值增值。L公司是一家集建筑施工、房地产开发、建材生产销售、物业服务、
农业种植为一体，多元化经营的民营企业。二十五年来，公司从承接小规模建筑
施工业务起步，在不断提升其建筑工程专业承包资质等级的同时逐步扩大经营范
围，实现了多项目开发，业务范围横跨多个领域欢孀欧康夭幸挡饺氤墒?
期，建筑市场、房地产行业内企业之间的竞争愈加激烈，加上国家相关政策对市
场的调控和环境污染防治措施的制约，L公司相对盝氐墓芾砝砟钜约跋中幸滴?
组合经营腏揭丫薹ǔて谖靖鞲鲆滴癜蹇榈木较蛱峁┲傅迹嘣?
略收效甚微，其整体业务的发展陷入了瓶颈绾握业角腥氲悖镏鶯公司走出
发展的“瓶颈期”，成为本论文研究的主要内容。
本文以L公司总体战略为导向，基于GE矩阵膒投怨镜囊滴裣肿唇醒?
究，探索业务组合的最佳优化路径恼率紫炔隽艘滴褡楹系母拍睢⒍嘣?
略理论、业务战略理论以及GE矩阵理论，接着介绍了L公司的整体经营情况，
并着重对公司现有五个业务板块的实际情况分别进行分析，发现L公司业务组合
当前存在的问题包括：产业布局不合理、缺乏核心竞争力、资源配置不科学、业
务组合经营策略的前瞻性不足钡贸隽松鲜鑫侍獠脑颍ǎ篖公司
人力资源管理体系不健全、融资渠道过窄、公司治理结构尚需进一步健全、风险
管理机制不完善缓蟛捎梦示淼鞑榉ǎ妨公司各业务板块的评价体系，同
时对各个内外部因素的评价维度进行赋权和评分，构建出GE矩阵膒停⒍訪
公司各业务板块GE矩阵膒偷钠兰劢峁蟹治觥W钪找勒誈E矩阵战略决策模
型，确立L公司五个业务板块在GE矩阵中的具体分布位置，基于L公司的公司
级战略——以建筑施工业务为核心的多元化战略，在多元化经营的指导下来优化
I 摘要
业务组合的发展路径。
经过研究，得出如下结论：L公司建筑施工业务板块应有选择的发展，将房
屋建筑、市政公用以及地基基础工程三大业务作为发展的重点，剔除收益极小的
零碎业务，寻找细分市场，实现专业化经营；房地产开发业务板块应适时准备退
出该业务领域，以减少对L公司资源的占用；建材业务板块应维持当前业务规模，
寻找细分市场，实现专业化经营，增强自身产品与同类混泥土砌块的区别；物业
管理业务板块的优化策略为在客户知情并同意的情况下，收集整合业主资料建立
信息库，确保客户隐私安全，深挖客户服务需求，寻找物业市场的空白区域，争
夺公司所占的小部分市场份额，谋求新的收益增长点；山葵种植业务板块的经营
收入与净利率情况表现出色，发展前景可期，因此可根据山葵市场的实时行情，
加大投资规模，扩大山葵种植面积，提升山葵的产量和品质，突出其独特性的优
势以确保L公司在山葵市场主导地位氪送保恼抡攵訪公司业务组合优化
的路径也提出了相应的盪洗胧?
本文的研究一方面为L公司业务组合发展方向的制定提供了指导，使其最大
限度地发挥出自身产业优势，提升经营收益，最终实现价值增值硪环矫嬉参?
其他从事多种经营业务的中小民营企业提供一些值得参考的发展思路。
关键词：GE矩阵膒停灰滴褡楹希籐公司
II Abstract
Abstract
The current market economy is changing,and enterprises are under the double
pressure of the increasingly severe market competition environment and the gradual
downward macro-economy,especially since the outbreak of the Covid-19in early
2020,all industries have been seriously affected by the huge changes,which
undoubtedly put a heavy yoke on the development of enterprises.In order to enhance
their comprehensive strength and expand the market share of their business,each
enterprise must firmly control their investment direction in operation,comply with the
national policy,follow the market development law,reasonably choose the business
strategy according to the actual operation status of the operating unit,and maximize
the use of its own advantages in the industry to achieve value added.LCompany is a
private enterprise with diversified operation integrating building construction,real
estate development,building materials production and sales,property service and
agricultural planting.Over the past twenty-five years,the company has started from
undertaking small-scale building construction business,through upgrading its
construction engineering professional contracting qualification level and expanding
the scope of business,it has eventually achieved the development of multiple projects
and business scope across multiple fields.However,with the real estate industry
entering the mature stage,the competition between enterprises in the construction
market and the real estate industry is becoming more and more fierce.In addition,
under the control of relevant national policies on the market,the relatively
conservative management concept and the current business combination strategy of L
Company have been unable to provide guidance for the operation direction of each
business segment of the Company for a long time.The effect of diversification
strategy is not obvious,and its overall business development has fallen into a
bottleneck.How to find the entry point and help Lcompany out of the "bottleneck
period"of development has become the main content of this paper.
This paper is guided by the overall strategy of LCompany and based on the GE
matrix model to study the current business situation of the company,and explore the
III Abstract
best optimization path of business portfolio.The article first describes the concept of
business portfolio，the diversification strategy theory,business strategy theory and GE
matrix theory,then introduces the overall operation of LCompany and focuses on the
actual situation of the companys five business segments,it is found that the current
problems of LCompanys business portfolio include:unreasonable industrial layout,
lack of core competitiveness,unscientific resource allocation,and lack of foresight in
business portfolio management strategy.At the same time,the reasons for the above
problems are concluded,including:the human resources management system of L
Company is not perfect,the financing channel is too narrow,the corporate governance
structure needs to be further improved,and the risk management mechanism is not
perfect.The Questionnaire method is used to establish the evaluation system of all
business segments of LCompany,meanwhile,the evaluation dimensions of all
internal and external factors are weighted and scored to build the GEmatrix
model,and analyze the evaluation results of the GEmatrix model of each business
segment of LCompany.Finally,according to the GEmatrix strategic decision-making
model,the specific distribution positions of LCompanys five business segments in
the GEmatrix are determined.Based on the company-level strategy of LCompany -
the diversification strategy with the construction business as the core,optimize the
development path of business portfolio under the guidance of diversification.
After research,the following conclusions are drawn:The construction business
of LCompany should choose to develop this business sector,focusing on the three
businesses of housing construction,municipal utilities and foundation engineering,
looking for market segments and realizing professional operation;the real estate
development business sector should be prepared to withdraw from the business field
in time to reduce the occupation of Lcompanys resources;the building materials
business sector should maintain the current business scale,find market segments,
achieve professional operation,and enhance the difference between its own products
and similar concrete blocks;The optimization strategy of the property management
business segment
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