双星作为我国的十大体育品牌之一,在人们逐渐增多的运动身影中随处可见。然而,目前双星集团的业务已经不仅限于鞋业和服装,更是扩展到了轮胎、机械和热电行业。双星集团涉猎如此众多的行业,实施多元化发展战略,势必会给其长远整体发展带来巨大风险,令人堪忧。本文旨在通过分析双星集团实施多元化战略的风险所在,以借此对其进一步发展提供参考。 As one of the top ten sports brands in China, Double Star can be seen everywhere in the growing figure of people. However, the current business of Double Star Group has not only limited to shoes and clothing, but also extended to the tire, machinery and thermoelectric industries. It is worrisome that Double Star Group is involved in such a large number of industries and implementing diversified development strategies that it will certainly bring about enormous risks to its overall long-term development. The purpose of this paper is to analyze the risks of implementing diversification strategy by Double Star Group in order to provide reference for its further development.