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单位代码101xx学号010101xx分类号F230密级本科毕业论文院系名称：化学化工学院院系名称：经济管理学院会计系专业名称：会计学（双）年级：2010级学生姓名：杜xx指导老师：袁xx2015年5月31日相关多元化经营对企业绩效的影响-以中国太平洋保险为例内蒙古大学本科毕业论文第页相关多元化经营对企业绩效的影响-以中国太平洋保险为例摘要全球化使市场竞争不断加剧，企业很难长期只持有一种业务，多元化经营战略是很多公司应该选择的战略之一。然而多元化经营战略不是对每个企业都有益。由于大多数人都觉得多元化经营会影响企业绩效，此项研究已有大量的研究人员在做，而对于保险公司的研究却略显少。本文用案例分析的方法，对太平洋保险公司的多元化经营和企业绩效进行了分析。文中描述了中国太平洋保险近七年的多元化经营现状，并采用资产回报率、每股收益等指标来反应企业绩效，从而可直接看出企业绩效是否与多元化经营有关。本文最后得出的结论是：对于太平洋保险公司来说多元化经营对企业绩效不存在显著影响。通过对本文的研究我们可以大胆推测，对于中国太平洋保险和其它同性质的保险公司，可以减少多元化的投入资源，着重加强核心竞争能力。关键词：多元化经营，企业绩效，保险公司内蒙古大学本科毕业论文第页EffectofdiversificationonfirmperformanceinChinesePacificInsuranceasanexampleAuthor：DUXiaoxuTutor：YUEXueyingABSTRACTGlobalizationmakesmarketcompetitionintensifying,theenterpriseisverydifficulttolong-termholdingonlyonebusiness,thediversificationstrategyisoneofthemanystrategywhichcompaniesshouldselect,However,diversificationisnotgoodforeachenterpriseanditisnotnecessarilythatpositiveeffectisgreaterthanthenegative.Becauseofthediversificationmaylargelyaffectthecorporateperformance,thisstudyhasalargenumberofresearchersinthestudy,andforthestudyofinsurancecompanyisslightlyless.Withthemethodofanalyzingcasesinthisarticle,thediversificationandenterpriseperformanceofChinaPacificInsurance(Group)Co.,Ltdisanalyzed.ThispaperdescribesChinaPacificInsurance(Group)Co.,Ltdnearlysevenyearsofdiversifiedoperationstatus,andthereturnonassets,returnonnetassetsandotherindicatorstoenterpriseperformance,whichcandirectlyseetheeffectofdiversificationonfirmperformance.Theconclusionsofthispaperare:forChinaPacificInsurance(Group)Co.,Ltddiversification'seffectonfirmperformanceisneutral.Bytheresearchofthisarticlewecanspeculateboldly,theotherwiththenatureoftheinsurancecompaniescanreducetheresourceofdiversificationstrategytoimprovecorecompetitiveness.Keywords:diversificationstrategies,enterpriseperformance,insurancecompany内蒙古大学本科毕业论文第页目录一、引言··············································································································································1（一）研究背景及意义·············································································································1（二）相关概念界定·················································································································1二、文献回顾······································································································································2三、相关理论分析·····························································································································4（一）多元化经营的正面效应································································································4（二）多元化经营的负面风险································································································5四、案例分析-以中国太平洋保险为例························································································7（一）案例简介··························································································································7（二）案例分析··························································································································71、多元化经营现状的描述··································································································72、企业绩效的衡量···············································································································83、案例小结···························································································································10结论······················································································································································11致谢····················································································································································12参考文献··············································································································································13内蒙古大学本科毕业论文第1页一、引言(一）研究背景及意义多元化经营战略究竟会不会提高企业的绩效呢？众所纷纭，研究人员们有不同的分析方法以及不同的结果。可能不同性质的公司结果就会大不相同，最早的研究开始于二十世纪六十年代的美国，一直持续到现在，研究变得更加火热，说明多元化经营犹如网络等，很明显是一把双刃剑，一方面，多元化经营能够使企业共享现有的资源，从而提高经济效率，再者它能够把经营风险分散开，从而降低利润的不稳定性(Teece，1990；Lewellen，1971)[1]。另一方面，如果多元化经营程度提高了，公司规模就会变大，面临的业务也会更加复杂，这就将增加企业的一系列成本，使多元化经营模式不那么完美(Berger和Ofek，1995)[2]。所以，多元化经营战略究竟能不能提高企业绩效是由两大方面决定的，即经济效率和经营风险。对于多元化经营与企业绩效的关系，国内外的研究已经相对成熟了，但是研究结论却不一定适合保险公司，因为很多文献研究的都是上市公司，并且是非金融类的，是普通的多元化经营和企业绩效的关系[3]，而中国太平洋保险公司的多元化经营内容主要包括产品多元化，它是属于相关多元化的类型[4]。那么到底何谓多元化经营，又用什么来衡量企业绩效呢？（二）相关概念界定最先研究多元化的是安索夫(H.I.Ansoff)，他是一位美国的学者。他曾经在1957年提出多元化经营战略就是用新的产品去开发新的市场。但是后来的很多学者都发现这样的定义是不够全面的，后又很多学者对多元化经营的定义做了补充，所谓多元化经营，就是企业尽量的去生产不同种类的产品，尽量去开展不同的业务，这样生产经营的范围就会扩大并且市场范围也会跟着扩大，充分利用企业的各种资源去提高企业绩效[5]；而企业绩效则大多是指公司的经营效益，主要体现在四个方面，即企业取得净利润的能力、偿还所欠债务的能力、正在运营的状况以及可持续发展能力；保险行业的多元化经营主要是指险种多元化,经过专家分析他是属于相关多元化的类型，也叫产品多元化。本文的结构如下：第二章简单回顾并介绍多元化经营与企业绩效的主要背景和内容；第三章分析了多元化经营与企业绩效的主要相关理论；第四章以中国太平洋保险公司为例，分析多元化经营与企业绩效的关系；最后是结论部分。内蒙古大学本科毕业论文第2页二、文献回顾历史上对于多元化经营的研究比较多，研究结果大体可以分为三种：多元化经营对企业绩效的影响是正向的，多元化经营对企业绩效的影响是负向的以及多元化经营对企业绩效无明显影响。现只针对涉及保险公司的文献进行简单的回顾与总结。对