The Road To Refocusing Of ZL Company

The survival and development of a company cannot be separated from strategic choice.In the era of shortage economy,With the reform and opening up and the rapid growth of China's economy,many companies began to diversify and form a large number of diversified companies.These companies enhanced their strength and expanded their scale through diversified development,and then went abroad and moved towards the world.However,in a complex and changeable market economy environment,the market environment and economic situation faced by diversified companies has also undergone dramatic change.Because the company's business strategy is not adjusted according to the external environment in time.It is still one-sided pursuit of large-scale economy,which leads to the problems of lack of main industry,scattered resources and weak competitiveness,which seriously affect the sustainable development of the company and even make the company face the bankruptcy reorganization.In the background of the accelerating globalization process and the increasingly fierce international competition,Chinese companies must have their own core competencies to survive and succeed in the fierce competition.Therefore,it is imperative to implement refocusing strategy,return to core business and enhance core competence.The content of this study can be summed up as follows: The first chapter introduces the background and significance of the research,and points out the foothold of the research;The second chapter introduces related concepts and theories,including diversification strategy,over diversification and refocusing;The third chapter is case analysis.It mainly introduces the basic situation of ZL company,and analyzes the background of implementing refocusing strategy from three aspects of macro,industry and micro;Next,the article introduces in detail the measures taken by ZL and its effect.By using the two indexes of the growth rate of the Boston matrix and the relative market share,the situation of all the plates of ZL company is analyzed,and some suggestions are made for the further implementation of the reintegration strategy in the future.In the fifth chapter,according to the success and failure of ZL company in refocusing,we put forward suggestions for the diversified tourism companies with similar puzzles.Regardless of adopting diversification strategy or over diversification strategy of refocusing,the development of a company must be based on the cultivation of core competitiveness.The company should develop the core business and mold the competitive brand,actively innovate the tourism products,enrich the cultural connotation of the company,so as to improve the core competitiveness of the company.When implementing diversification strategy,the company must grasp the direction of development and position accurately.According to their own resources and capabilities,we should rationally choose diversified business areas and entry opportunities.When the company is over diversified and choose refocusing strategy,we should choose the way of refocusing scientifically and organize the company's internal businesses.