| This paper chooses the corporate diversification strategy choice of domestic apparel listed company as the research object, for the increasing diversification trend. Aiming at the aspects such as causes, mode, domain, effect and so on, combine with the cases and theory of diversification at home and abroad, this paper analyses the corporate diversification strategy choice of domestic apparel listed company.After entering WTO, the market economy and demand make the domestic apparel industry become more and more prosperous. The apparel industry steps into the fast growth stage after the tough times of enterprise. But the enlarged dimensions and the enhanced strength bring not only the joyance of success but also the consideration on the development of stratagem. Under the background of more different consumption demand and more high market saturation, it is urgent to find a new way for development. Finding the new operation blindly and trying to elude the furious competition at home can't get rid of the serious homogeneity of apparel companies radically, which include the product, channel, technique, supply chain, etc. There are many factors make the competition circumstance of domestic apparel industry run down and the competition intension enhance. The factors include the more and more strict of technical barrier and anti-dumping, the mainland of foreign management, the macroscopic regulation in China and the increase in value of RMB and so on. So a large number of apparel enterprises choose the diversification strategic. But mass of enterprises are blindness, even using the industry profit margin as permit standard, which cause the defeats of diversification. Once the diversification strategic fail, apparel enterprises can't endure the heavy losses for the restriction of industry and resource. So it is significance for the strategy choice research to provide some consult methods for apparel enterprises to reduce the blindness of diversification strategic choice. |
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