Research On The Improvement Of The Diversified Development Strategy Of RJ Enterprises

With the deepening of China's market economy reform,the proportion of small and medium-sized enterprises in the national economy is increasing.More and more private enterprises have chosen to change from a single operation to expand the scale of enterprises and improve the economic efficiency of enterprises.Diversification strategy development for the enterprise itself is the benefit or the disadvantage;how to make the company itself scientifically and rationally select the development direction of the company in the increasingly fierce market competition,effectively implement the internal and external operations of the company,and continuously optimize and strengthen.To research these questions is the purpose of this article.Diversified development is a "double-edged sword".Executing the strategy can share the business risk and expand the expansion of enterprise development scale.On the contrary,Executing the strategy improperly will lead to decline in corporate performance,or even decline.However,it is the first priority to consider whether its external environment and its internal conditions meet the requirements of a diversification strategy when companies choose whether to diversify their strategic development.This article takes RJ Enterprise as an example,combining the enterprise's actual circumstance,evaluates and optimizes the diversification strategy of the RJ enterprise,and also hopes to learn from the similar enterprise.RJ Enterprise is a typical enterprise that implements diversified development strategy in Dalian area,so far it has a history of more than 20 years.RJ enterprises started from decoration and later entered the cultural media industry,real estate brokerage industry and online shop.In accordance with the principle of enforceability,through the analysis of the present situation of the enterprise,it helps RJ enterprise to optimize its diversification strategy development direction,solve the obvious problems in daily operation,get rid of the existing development predicament,promote the long healthy development of RJ Enterprise,and provide the reference and basis for the company's next strategicdevelopment plan.Firstly,starting from the perspective of enterprise Development Strategy Management,this paper introduces the concept of pluralism and the present situation of development at home and abroad,studies the theory of diversification strategy,so as to further study the diversification implementation policy and experience summary of RJ Enterprises,and realize the combination of strategic theory and practical cases.Secondly,by introducing the present situation of the development of RJ enterprises and using the PEST-G analysis method,this paper analyses the macroscopic environment from five aspects of politics,economy,society,technology and geographical environment.Applying EFE matrix analysis method to analyze the external environment of enterprises.Applying IFE matrix analysis method to explores and analyzes internal operational management mechanisms,human resource management,and other comprehensive management,and summarizes and analyzes the advantages and disadvantages of RJ companies through the VIRO model.This paper sums up the effect of the development of RJ enterprise in implementing diversification strategy so far,and concludes the problems and difficulties that RJ enterprises were found in the process of development.Finally,according to the empirical results,the author puts forward suggestions for improvement and safeguard measures,and adopts a method of retreat in order to advancement to seek greater potentials and profits.