The Research About CHENGKAI Group Corporation Management Stratagem's Transformation

To compete and develop in this globalization era, enterprises must make development strategy that adapts to both the changing marketing environment and their own specific situations, which is crucial for the enterprises to optimize resource configuration, promote production efficiency, reduce cost, and eventually, create their own core competition power. As such, it's of great significance to study the variation of the market and understand enterprises' own condition, and apply adapting strategy in a specific development phase.By observing the well-known domestic and international enterprises, it can be seen that there are two independent as well as correlative management strategies: diversified management and specialized management. Diversification or specialization - this is both the starting point and a bewildering question for the decision-makers of enterprises when they make development strategy.This paper utilizes such strategy planning tools as PEST, SWOT, Porter's Five Forces Model and Boston Matrix, etc, to lucubrate the macro-environment, industrial environment, resource availability, business operation domain of CHENGKAI Corporation. The results of these studies show that, under present development and management environment, CHENGKAI Corporation should give up diversified operation strategy and apply specialized operation strategy by focusing resources on real estate development and management. It also presents the corresponding measures that can be taken during the transition for organizational integration, resource re-allocation, system establishment and enterprise culture construction.