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论文编号：	454
作者编号：	2120062306
上传时间：	2008/12/15 20:30:52
中文题目：	美国强生公司多元化战略研究
英文题目：	Johnson and Johnson Diversifie
指导老师：	周建
中文关键字：	多元化战略;核心竞争力;美国强生
英文关键字：	Core competence;Diversified St
中文摘要：	美国强生公司是全球500强企业，至今已在全球57个国家建立了250多家分公司，产品畅销175个国家和地区，拥有约11万6千余名员工，成为目前世界上最具综合性、分布范围最广的健康护理产品制造商和相关服务提供商，生产及销售产品涉及消费品及个人护理产品、医药产品和医疗器材及诊断产品等多个领域。 本文主要结合有关资源基础论、核心竞争力学说以及企业多元化战略理论，运用案例研究方法，基于企业的内外部环境分析，对美国强生公司的多元化战略进行了研究，并由此总结出企业为什么选择多元化战略和如何实施多元化战略。 全文分为五章。第一章是绪论，介绍了论文的选题背景、意义以及论文的内容和结构。第二章是相关理论回顾与评述，介绍了资源基础论、重点解读了核心竞争力的内涵和识别，并介绍了关于多元化战略的相关理论。第三章是强生公司的环境分析，首先对于美国强生公司的历史和现状进行了介绍，其次是利用五力模型对强生公司的竞争环境进行了分析，最后对强生公司的内部环境进行了深入分析，通过对企业的资源和能力的分析提炼出企业的核心竞争力所在，为深入分析企业的多元化战略选择进行了铺垫。第四章是通过战略设计原则、依据分析了强生公司为什么要选择多元化战略。第五章主要从加强其技术创新能力、组织机制和业务层实施三个方面，介绍了强生公司是如何实施多元化战略。 本文的结论是对强生公司多元化战略的独特性进行了总结，并提出了强生公司多元化战略带给我们的一些启示，希望能够为其他企业提供一些有意义的借鉴和参考。 关键词：多元化战略 核心竞争力 美国强生
英文摘要：	Johnson and Johnson is one of the world's top 500 enterprises. So far it has established more than 250 branch offices in 57 countries around the world, sold its products in 175 countries and regions, and it had 116 thousand employees. It has become one of the most comprehensive and the most extensive manufacturers of health care. And there are three businesses in it, namely, pharmaceuticals, medical devices and personal consumer goods. The theories applied in this paper mainly include Resource Basis Theory, Core Competitiveness Theory and Multi-operational Strategies Theory. A case study of Johnson and Johnson will be conducted based on the analysis of both internal and external environment of the company. And a conclusion will be drawn on what to select Diversified Strategy and how to bring Diversified Strategy into the effective. The first part introduces the main topics on the background papers, as well as the paper's content and structure. The second part is the related concepts and theoretical foundations. This part describes Resource Basis Model, the connotation and identification of Core Competence, and the theory of Diversified Strategy. The third part is the environmental analysis of Johnson and Johnson. First, the history of the Status of Johnson and Johnson is presented. Second, Its competitive environment is analyzed by the “Five-Forces Model”. The last, it explores the internal environment of Johnson and Johnson, whose core competence can be shown through the analysis of its resources and operational capability. It lays a foundation for the further analysis in the diversified strategy of Johnson and Johnson. The forth part is the analysis of what to select the diversified strategy of Johnson and Johnson by the principles and the basis of strategy design. The fifth part is how to bring. The conclusion is developing the in-depth study to uniqueness of Johnson and Johnson diversified strategy. And some inspirations that come with Johnson and Johnson development strategy are concluded to provide valuable suggestions help to other enterprises. Key words: Core competence, Diversified Strategy, Johnson and Johnson
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