格力电器的多元化迷局

作        者：佟爱琴，施宋烈，杨晓婕，任梓铭

案例名称：格力电器的多元化迷局

案  例  库：中国管理案例共享中心

入库时间：2018

摘        要： 在家电行业转型升级的大背景下，格力电器面临着“大空调、小市场”的增长困境，由专业化向多元化转型可能成为企业持续发展的现实选择。尽管格力在空调行业多年的拼搏为其赢得了市场地位和品牌美誉，积累了强劲的技术实力，其多元化之路却充满“荆棘”。本案例在回顾格力电器20多年专注于空调制造取得优势业绩的基础上，重点梳理格力电器的多元化历程；进一步，分析格力电器目前各业务板块在多元化进程中面临的困境和机遇，旨在探讨格力的多元化布局存在的问题与原因，对企业实施多元化战略所需具备的条件、选择合理的多元化路径提供一定的启示。

Abstract:    Under the background of the transformation and upgrading of the home household appliance industry, Gree Electric Appliance is facing the growth dilemma of “saturated markets in air-conditioning industry”. Turing the strategy from specialization to diversification has become an inevitable choice for GREE’s sustainable development. Although GREE’s years of hard work in the air-conditioning industry has helped it not only gain dominant market position and good brand reputation but also accumulate strong technical strength, its strategy transition of diversification has been questioned a lot. This case first reviews GREE’s 20 years of operation results specializing in the air-conditioning industry. Based on that, the case then focuses on the diversification process of GREE. Further, through analyzing both the dilemmas and the opportunities faced by GREE’s diversified business units, it aims to discuss the problems of GREE’s diversification and reveal the reasons behind the problems. We hope this case will provide some inspirations for companies to understand the necessary conditions for them to implement diversification strategy and learn how to choose appropriate transition policy.