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在我国，多元化战略已经成为企业进一步发展的主要战略选择之一，这一战略的实施一方面需要依靠良好的现金流量状况；另一方面又会对现金流量状况造成明显影响，战略实施过程中的现金流量管理难度较高。而目前，多元化战略已经被众多互联网企业作为应对复杂经营环境、寻求高效发展的主要选择，这就给本就具有较高不确定性的互联网企业现金流量状况带来了更多的变数，有诸多互联网企业因此出现了严重的现金流量问题，其中甚至还包括天神娱乐、暴风集团、乐视集团这些上市公司。所以，重视互联网企业多元化战略下的现金流量管理，帮助它们去规避在多元化战略实施过程中普遍存在的各类现金流量管理问题就显得极其重要。

本文在进行了大量多元化战略、现金流量管理理论学习的基础上，选取了天神娱乐这一实施多元化战略的互联网企业作为研究对象，对其多元化战略下的现金流量管理问题进行研究。首先，对天神娱乐实施多元化战略这一案例进行了介绍，重点对多元化战略的实施过程及实施效果进行了梳理；其次，引入现金流量质量这一概念及相应的评价体系，对天神娱乐多元化战略实施过程中现金流量状况进行分析，重点是将现金流量状况的变化与实际的管理活动结合起来，挖掘出天神娱乐现金流量状况发生变化的原因；最后，基于对现金流量质量的分析，总结出天神娱乐多元化战略实施过程中存在的现金流量管理问题并给出相应的优化建议。

经过研究，发现天神娱乐多元化战略下的现金流量管理存在以下问题：第一，现金流量管理与战略实施不协调；第二，对于现金流量的内部控制不合理；第三，对于现金流量的外部风险不重视。根据这三类问题，本文从战略与管理协调、内部活动控制、外部风险预防这三个层面提出了具体的优化建议。希望能通过对这一案例的研究，为其他正在或是想要实施多元化战略的互联网企业提供借鉴，帮助它们更好地实施多元化战略，做好现金流量管理，得以蓬勃发展。

在我国，多元化战略已经成为企业进一步发展的主要战略选择之一，这一战略的实施一方面需要依靠良好的现金流量状况；另一方面又会对现金流量状况造成明显影响，战略实施过程中的现金流量管理难度较高。而目前，多元化战略已经被众多互联网企业作为应对复杂经营环境、寻求高效发展的主要选择，这就给本就具有较高不确定性的互联网企业现金流量状况带来了更多的变数，有诸多互联网企业因此出现了严重的现金流量问题，其中甚至还包括天神娱乐、暴风集团、乐视集团这些上市公司。所以，重视互联网企业多元化战略下的现金流量管理，帮助它们去规避在多元化战略实施过程中普遍存在的各类现金流量管理问题就显得极其重要。

本文在进行了大量多元化战略、现金流量管理理论学习的基础上，选取了天神娱乐这一实施多元化战略的互联网企业作为研究对象，对其多元化战略下的现金流量管理问题进行研究。首先，对天神娱乐实施多元化战略这一案例进行了介绍，重点对多元化战略的实施过程及实施效果进行了梳理；其次，引入现金流量质量这一概念及相应的评价体系，对天神娱乐多元化战略实施过程中现金流量状况进行分析，重点是将现金流量状况的变化与实际的管理活动结合起来，挖掘出天神娱乐现金流量状况发生变化的原因；最后，基于对现金流量质量的分析，总结出天神娱乐多元化战略实施过程中存在的现金流量管理问题并给出相应的优化建议。

经过研究，发现天神娱乐多元化战略下的现金流量管理存在以下问题：第一，现金流量管理与战略实施不协调；第二，对于现金流量的内部控制不合理；第三，对于现金流量的外部风险不重视。根据这三类问题，本文从战略与管理协调、内部活动控制、外部风险预防这三个层面提出了具体的优化建议。希望能通过对这一案例的研究，为其他正在或是想要实施多元化战略的互联网企业提供借鉴，帮助它们更好地实施多元化战略，做好现金流量管理，得以蓬勃发展。

In China, diversification strategy has become one of the main strategic choices for the further development of enterprises, and on the one hand the implementation of this strategy needs to rely on good cash flow situation;on the other hand, it will have a significant impact on the cash flow situation, and the cash flow management in the process of strategy implementation is more difficult. At present, the diversification strategy has been many Internet enterprises as a response to the complex business environment, seeking efficient development of the main strategy, which has brought more variables to the cash flow situation of Internet enterprises with high uncertainty, there are many Internet enterprises have serious cash flow problems, including Zeus Entertainment, Baofeng Group, LeEco such listed companies. Therefore, it is extremely important to attach importance to the cash flow management under the diversified strategy of Internet enterprises and help them avoid all kinds of cash flow management problems that are common in the implementation of diversification strategy.

Based on a large number of diversification strategies and the theoretical study of cash flow management, this paper selects Zeus Entertainment, an Internet enterprise that implements diversification strategy, as the research object, and studies the cash flow management under its diversification strategy. First of all, the case of the implementation of the diversification strategy of Zeus Entertainment is introduced, focusing on the implementation process and effect of the diversification strategy is combed; Secondly, the concept of cash flow quality and the corresponding evaluation system are introduced to analyze the cash flow status in the process of implementing the diversification strategy of Zeus Entertainment, focusing on combining the change of cash flow status with the actual management activities, and excavating the reasons for the change of the cash flow situation of Zeus Entertainment. Finally, based on the analysis of the quality of cash flow, the paper summarizes the cash flow management problems in the implementation of Zeus Entertainment Diversification Strategy and gives the corresponding optimization suggestions.

After the research, it is found that there are the following problems in cash flow management under Zeus entertainment diversification strategy: First, cash flow management is not in harmony with the implementation of strategy; Second, the internal control of cash flow is unreasonable; Third, the external risk of cash flow is not taken seriously. According to these three types of problems, this paper puts forward concrete optimization proposals from the three levels of strategy and management coordination, internal activity control and external risk prevention. It is hoped that the study of this case will serve as a reference for Internet companies that are or want to implement diversification strategies, help them better implement diversification strategies, manage cash flow, and thrive.