Research On The Strategic Transformation Of "Light Asset" Of Red Star Macalline Group

Strategic management of a firm is a series of management actions that an enterprise makes decisions about the overall direction of development and through organizational,leadership and control functions to ensure that the direction of development is effectively implemented.Strategic management involves the overall development of enterprises,long-term major issues.Business strategy management is based on changes in the environment and constantly changing.Enterprises through the market environment analysis,forecast,develop timely and effective business strategy,to achieve full use of the company's capabilities and resources in order to achieve optimal management,to achieve profitability.The "light asset" strategy and the "heavy asset" strategy are relative concepts.The core of the "light asset" strategy is to reduce the "big shareholders" of low value-added funds such as fixed assets and inventories,emphasize the investment of intangible assets,Output,management output,design planning,personnel management and other aspects to create the core competitiveness of enterprises.The improvement of enterprise value relies on using leverage of "light asset" to mobilize the external resources of the enterprise and maximize the returns.Relative to the "heavy assets" strategy "Light assets" strategy is more suitable for today's business development strategy.According to the domestic and international research foundation and the current situation of enterprise development,this dissertation makes a research on the strategies of "heavy assets" and "light assets" as well as the strategic choice of the enterprises,compares the advantages and the scope of the two strategies and finally makes the strategic choice.It is precisely at the stage of reselection strategy that the Red Star Macalline Group is selected.The thesis chooses the Red Star Macalline Group as the research object,selects the strategy of "light asset" as its future development strategy and makes a concrete plan.Papers on the Red Star Macalline Group's basic conditions,operating conditions,profitability,the problems faced by the interests of shareholders and other aspects of research conducted.It finds and analyzes the three problems restricting the enterprise development that the Red Star Macalline Group now faces: the gradual loss of competitive advantage,the bottleneck of the development mode,and the lack of funds after listing.The paper conducts a research and analysis on the business environment of Red Star Macalline Group.In the light of the comparison between the "heavy asset" strategy and the "light asset" strategy,the "light asset" strategy is more suitable for Red Star Beauty Chiron Group's development,to better solve the Group's current problems.The dissertation has rationalized the strategy of "light asset" strategy of Red Star Macalline Group.From the emphasis on "heavy asset" strategy to the full implementation of "light asset" strategic change,the paper plans three stages of "light asset" strategic transformation implementation plan,And at the end of the thesis,the problems that occur during the implementation of the "Light Asset" strategy of the Red Star Macalline Group are forecasted,and the guarantee scheme of the program implementation is given simultaneously to ensure the final transformation of the "Light Asset" strategy of the Red Star Macalline Group.