An Analysis Of Diversification And Performance Of Gree

As the process of world economic integration continues to accelerate,changes in political,economic,technological,and cultural factors are changing rapidly,and a new global competitive landscape is basically formed.At present,the changes in the market environment are changing with each passing day,and the competition among enterprises is becoming more and more fierce.If enterprises want to survive and develop in the increasingly fierce competition,the business model of sticking to one industry and providing a single product has become increasingly unable to meet the development needs of the current form.Diversified business strategy has gradually become the choice of many enterprises,and has an irreplaceable role in the business development of enterprises.Faced with such a severe international and domestic form,more and more enterprises in China have begun their own path of diversification,but the results of development are different.As a leading enterprise in China’s home appliance industry,Gree Electric Appliances has always attracted people’s attention.The motivation of its diversification strategy will affect the performance of the company.It is a successful experience or a failure.And how Gree Electric fully exerts the positive role of diversified business strategies to enhance the strength of enterprises,these issues have great research significance.Taking Gree as an example,this paper aims to analyze the impact of the diversification strategy of Gree Electric Appliances by analyzing the impact of diversified business strategies on the performance of Gree Electric Appliances,and then analyze the inadequacies of Gree Electric’s diversified operations.Put forward practical and feasible suggestions,so that Gree can better implement the diversification strategy,and at the same time,it can also be used for reference to other enterprises in China.The research ideas of this paper are as follows:Firstly,through a summary of the previous literature,a brief overview of the concepts related to diversification and enterprise performance;secondly,a multi-dimensional analysis of Gree’s internal and external environment,and the implementation of diversified business strategies The motivations are summarized and summarized,and the business composition and development process of Gree Electric’s diversified business strategy are briefly analyzed.Thirdly,according to the financial data of 2009-2017,Gree Electric’s diversified business performance is analyzed and evaluated,with a view to verifying Gree Electric Appliances.The results of the development of the diversification strategy;Finally,based on the overall evaluation of the implementation effect,the analysis of the inadequacies of Gree’s diversified operations,and put forward practical and feasible recommendations,so that Gree can better implement the diversification strategy,at the same time,Can also provide reference for other companies in China.The results of this paper are as follows:Through the specific analysis of the defects of Gree Electric’s diversified management,the paper enlightens the diversified business of other enterprises in China,namely:rational choice of diversified business areas and opportunities;The cultivation of strength;the timing of appropriate implementation of the diversification strategy;the importance of integration after diversification.In order to achieve the purpose of giving other companies a reference.