Research On Value Management Of Gree Electric Appliance Under Diversification Strategy

After the equity split reform in 2005,Chinese enterprises began to try value management methods that aim at maximizing the value of the company.At the same time,whether the home appliance companies have become more group-oriented and diversified will bring about the growth of corporate value and become the focus of modern enterprise management.At present,there is less integration of enterprise diversification strategy and value management in theoretical research,and the role of value creation and value-driven elements is discussed in the corporate strategy.Based on this,we determine the research issues of this article:We choose Gree Electric Appliances,which has been transforming to diversification based on specialization.Based on current diversification strategies,we explore the causes of diversified transformation,the driving factors of value creation,and the diversified industrial layout.Bringing value to Gree Electric.The methods used in this paper include case analysis,comparative analysis and literature analysis.The train of thought adopted is:Firstly,we will sort out the development status of Gree's home appliance industry and the diversified layout of Gree Electric Appliances;then we will explore the motivations for the diversified layout of each iconic Gree Electric Appliance;and then establish a strategic map model to explore the diversified layout.Next,the value creation driver of Gree Electric Appliances finally evaluated its value management results.This paper has the following research findings:(1)The diversified layout of Gree Electric Appliances is based on its own advantages,making full use of the manufacturing capacity,intangible asset strength,market experience,and customer resources accumulated over many years,through opening up the upstream and downstream industrial chains and improving The operational efficiency of the internal process has successfully achieved its own profitability and corporate value under poor performance and growth.(2)Apply the strategic map framework to analyze the factors that drive the value creation and the unfavorable factors in the company's value improvement under the diversified layout of Gree Electric Appliances.At the same time,it is concluded that the diversified layout has a positive effect on the value of Gree Electric Appliances.(3)Gree Electric Appliances currently has a low level of diversification and will incubate deeper.In the future diversified layout,we should give full play to the idea of specialization,diversify related diversities in order to obtain higher synergies,and at the same time avoid the situation where strategic shortsightedness fails to enter unfamiliar fields and fail.The innovation of this paper is that the selected cases are representative,and the diversified layout of Gree Electric Appliances in recent years has received extensive attention from the outside world and its value management has not been studied.In addition,from the perspective of value management,this paper adopts the value transmission concept of“value decision ? value drive ? value creation”and implements a case study of“diversified layout motivation ? value creation driving factor ?value management effect evaluation" in this paper.The diversification strategy is integrated with the enterprise value management theory,and the value management framework(strategic map)is used to deeply mine the value-driven elements of Gree Electric Appliances to determine whether the diversification strategy has created value for the enterprise.The research of this paper combines value management with diversification strategy,which not only helps to enrich the theoretical research of value management,but also helps to explore the driving factors of value creation of Gree Electric Appliances,and can be used as a reference for value optimization.