Strategic Management Research Of Diversification Development Of Haixiang Company

Hai Xiang Company established in 1984, and through the development in past of over twenty years, the company has developed from one main business of marine equipment import into variety businesses of marine equipment import & export, equipment manufacture, maintenance and service of seaport equipment, law consultant of shipbuilding. Diversified strategy is an important strategy choice during the development of the company, and is the key to be the group company also, so there is a significant strategic meaning.This article analyzes diversified strategy development of Haixiang Company through the tool of SWOT: the company should strengthen the centre line competition, and at the same time, develop the relative diversified shipbuilding businesses, and also at present, it is the best time that the company changes the strategy and enlarge the scale. The company should pay attention to train and employee the technical people, coordinate the human resource and establish the modern enterprise system, so that the relative diversified strategy could make the company develop healthily and permanently. Then, according to line attractivity -competition capacity matrix analyzing method authority, the diversified businesses of company: marine equipment import business and marine equipment manufacture are in "enlarging" position, so they should enlarge their scale; marine equipment export business is between "enlarging" and "keeping" position, so it should enlarge the scale in the suitable time; equipment maintenance and service business in seaport is in the "keeping" position, so it should develop carefully; shipbuilding law consultant business is in the "recovery" position, it should stop investment, and close if necessary. Based on the diversified businesses of company now, the article provides personal ideas of the supporting measures of diversified strategy, and emphasizes the organization/system measures, human resource measures, technology measures, especially in the technology measures, it mentions that the technology research team is the key point if the diversified development of the company is successful or not, and technology creation relies on the own power at last; in addition, there are some suggestions to economic resource measures, building brand and prompting imagination.This article follows modern management theories as guidance thinking, applies to acknowledges and experiences of strategy management, economics, human resource, marketing etc., and based on the actual case of Haixiang company, it has the guidance meaning to the company development, and hope that this article could help the similar trading company to set up and implement diversified strategy.