Research On Diversification Strategy Of Hebei Dejin Industrial Corporation Limited

Corporate diversification strategy is a kind of strategy which is generally adopted after the company develops to a certain stage.In the increasingly fierce market competition,the scientific and rational diversification strategy will help enterprises to do better and better,while the blind implementation of the diversification strategy will give the company an immeasurable loss.Hebei Dejin Industrial Co.Ltd is a coal mining industry started from the enterprise,and then enter the flat glass,glass deep processing,tourism,hotel and catering industry.Calm analysis of the status of the company,the scientific evaluation of the development situation,help the company to further optimize the layout of diversification,and promote the healthy development of corporate diversification,and enhance profitability is the purpose of this article.In this paper,Dejin Industrial Co.,Ltd.as the case study,the diversification strategy,both in line with the current state to actively encourage and support the transformation and upgrading of industry background,also meet the needs of the actual development of the company itself.This article first introduces the basic situation of Dejin industrial limited company,describes the macro environment facing the diversification and industry environment,we use the SWOT analysis method on corporate diversification facing the advantage,disadvantage,opportunity,threat analysis,that the company should be diversified which can make full use of external opportunities,SO expansion and diversification strategy can bring diversification advantage.Through the analysis of industry attractiveness,evaluating the market competitiveness,the consolidation of glass deep processing of the dominant position,the positive development of related industries,non related industries diversified ideas put forward appropriate development,consolidate the dominant position of glass deep processing industry,keep the flat glass in the industry's advantage of scale,hotel and catering industry should take the road of brand development,tourism development to improve the profitability of the industry,timely to extend to the glass industry on the downstream,the optimization scheme for positive plate glass and glass deep processing industry and producer services expansion.At the same time,the company proposed to further improve measures,from the management mechanism,capital,human resources,corporate culture and other aspects of the smooth implementation ofthe diversification strategy,and pointed out the need to circumvent the four errors in the process of diversification.Hope that through the empirical research on Dejin company,diversification of the company's development assistance,also hope to provide some reference for other ongoing or imminent implementation of the diversification strategy of the company.