Now Chinese family firms are faced with the stage of succession,and the second generations are regarded as “Fu Er Dai”. Based on the reality and social identity theory,this paper investigates 308 family firms listed on Shanghai Stock Exchange and Shenzhen Stock Exchange in China from 2004 to 2013,to study decision formation mechanism of start-ups growth by the second generations through diversification strategy and influencing factors. The empirical results illustrate that:in the non-manufacturing family firms,the autonomy of the second generations has significantly positive impact on diversification strategy; the education background of the second generations weakens the positive relationship between the autonomy of the second generations and diversification strategy to some extent. However,in the manufacturing family firms,the autonomy of the second generations has a negative impact on diversification strategy,and the overseas background of the second generations plays a negative moderating role in this relationship. It implies that in order to obtain social identity, the intrafirm strategic reform carried out by the second generations of family firms is affected by industry factors and their capability endowments. The conclusions not only enrich theoretical category of diversification strategy in the background of family succession,but also have the reference for strategic practice of family succession.%本文根据中国家族企业的代际传承现状以及家族二代被冠以“富二代”的社会认知偏向等现实背景，基于社会认同理论，以2004—2013年间中国沪深A股二代涉入的308上市家族企业的数据为研究样本，研究家族企业二代成员通过多元化战略实现创业成长的决策形成机制及其影响因素。研究发现：在非制造业家族企业中，二代自主权对企业多元化战略的实施具有显著的促进作用，而二代教育水平一定程度上弱化了二代自主权和企业多元化战略之间的正相关关系；在制造业家族企业中，二代自主权和企业多元化战略之间具有负相关关系，其中二代的海外经历对此具有负向调节作用。这表明家族二代成员为获得社会认同而通过企业内部实施战略变革时，受企业所处的行业因素和其自身的能力禀赋的影响。研究结论不仅拓展了家族传承背景下的多元化战略的理论范畴，对于家族传承的战略实践也具有参考意义。
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