The Trap In The Multiplex Strategy From The Point Of View Of The Core Competence

The core competence is that can bring the relative superiority for the enterprise in the competition, and can help the enterprise to achieve the strategic target. This article firstly put forward many outstanding Chinese and foreign enterprise for the example and elaborates the fact of the failure of the multiplex strategy and the victory of the specialized strategy. Then it put forward the concept of the core competence and two basic models–the development and cultivation model of the core competence, and the gaining model of the core competence, and proposes the important viewpoint: for most enterprises that choose multiplex strategy, the cause of failure is the lack of the core competence. Secondly, the article has analyzed the defeat root of multiplex strategy from the key aspect of the core competence, and simultaneously has refuted the wrong starting point and knew of choosing the multiplex strategy: the enterprises carrying out the multiplex strategy have not realized the resources sharing, but lead to persons, wealth, things dispersing, have not dodged the risk but lead to the principal work and the side occupation simultaneously falling into the mire, and have not realized the effect of 1+1>2 ,but on the contrary lead to the management difficulty and the efficiency not to increase, but to fall. Then this article put forward that, for great companies, an impulse to blindly choose the multiplex strategy causes their economic decline, while small businesses should adapt to the changing environment, and concentrate on a particular field to become invisible champion. This article also criticizes the wrong viewpoint that the specialized strategy will be tantamount to "a path to go to black", and proposes the important point : specialization strategy does not exclude the restructuring and the original field of innovation, and cites and analyzes the United States of Southwest Airlines, the Sun's Circus, and the Chinese TV industry, to reveal the wrong understanding that many enterprises carry out the multiplex strategy because they face up the dilemma that the main business is under fierce competition and the extremely meager profits. Finally this article elaborates why the specialized strategy with concentrating and focusing is advantageous to cultivating of the core competence for the enterprises, which makes most enterprises getting the invincible position in the competition and provides the model and the reference for the enterprise when they carries out the multiplex and the specialized strategy.