Research On Diversified Development Strategy Of Engineering Design Company

With the high-speed development of Chinese economy, enterprises increasingly fierce competition in the domestic competition, the increasingly grim situation, the survival and development is an enterprise must face the problem, but for the state-owned enterprises, strategic positioning not only influence the enterprises of vital importance, whether there is a direct relationship between assets to hedge and increment of the country. For the effective use of the resources of the enterprise, the enterprises play the original advantages, the development of new business, the diversification strategy choice has deep talent reserves have a large number of state-owned enterprises, and probe into the practical strategy of diversified development. The author’s research object is the K engineering design company, K engineering design company hopes to consolidate its status in chemical engineering design industry, further increase profits, the diversification strategy is the only way which must be passed, at the same time, needs the science the analysis application of the diversification decision, avoiding the risk of diversification strategy.The author first expounded the theory related to the diversification strategy, divided into diversification strategy classification, development of diversification strategy in China, diversification strategy related theory tools, formulate the development strategy for K company’s engineering design through the study of theory.After a detailed introduction to the K engineering design company business. Using a Michael Potter five forces competition model to analyze the industry in which companies compete. The use of PEST analysis model to analyze the macro environment in which companies, including the K engineering design company of the social environment, technology environment, political environment, economic environment. Finally, using the SWOT analysis model on the company’s internal environment analysis, further clarify the strengths and weaknesses of the company at the present stage.Fourth a detailed analysis of the company current situation, the implementation of demonstration based diversification strategy from the aspects of financial capability, marketing capability, production management ability, organization ability and the enterprise culture.Finally, develop a diversified development strategy of K company, including the adjustment of the organizational structure, basic management, enterprise culture construction implementation method.In this paper, the actual operating conditions for the K engineering company, the use of strategic management theory and model, and proves the necessity of K engineering company, the implementation of diversified development, through scientific analysis of large amounts of data, puts forward the diversification strategy implementation scheme. This paper has practical significance for the further development of K engineering company, has the certain reference function to other enterprises in the industry.