Research On The Diversified Strategic Development Of Sichuan SJX Catering Enterprises

"Diversified Operation" was first defined by famous American corporate strategist Ansoff in Strategic Product-Market Combination as the use of diversified product and service strategies in simultaneously running multiple basic business.The development of many well-known multinationals is usually a process from single to diversified business.Diversified operation is the natural choice of a company when its size expands.As an enterprise develops further,it faces enormous challenges if it establishes its business model on one single industry or product.It is a question that a developing enterprise must answer whether to seize the opportunity for diversified development or to specialize in one field and wait for the opportunity.Social progress and new technological advances in recent years ushered in the new era of resources sharing and win-win cooperation.Numerous emerging industries,new products,and innovative marketing models have emerged to offer more choices and opportunities for diversified corporate development.The widespread use of cloud computing and big data technologies has drastically transformed the traditional concept of "resources." An upsurge in diversified development based on big data is beginning to emerge.As one major business in the tertiary industry,catering,characterized by minimum start-up capital and substantial investment returns,is attracting considerable investment.It is this characteristic that has led to fierce competition in the food and beverage industry.A catering enterprise in Sichuan made the decision to engage in diversified development in this context.This is both a theoretical study on the diversified development strategy and a case study involving a Sichuan catering enterprise of its strategic diversified development planning and assessment.Starting from an analysis of and research into the successes and failures in diversified development,this paper sums up the factors contributing to the success and failure of corporate diversified development.It expects to,after a review of the errors in the diversified development strategy,precisely define the strategy of the catering enterprise in the light of its operation and select a direction for its diversified development after SWOT and Michael Porter's Five Force Model analysis of its internal and external competitiveness.It also carries out a market analysis and a study of the development of the catering enterprise and the industry to formulate a diversified development strategy for the company based on its core competitiveness.The significances of this study include: researching the diversified development strategy uncovers the factors leading to the success or failure of diversified development;the right direction for the diversified development of Sichuan cuisine companies is found.