Research On The Problems And Optimization Of The Diversification Of ZD Group

In order to obtain profits and sustainable development,enterprises will formulate strategies in the development process to achieve their goals.Diversification strategy is the leading strategy for many domestic enterprises to choose expansion.There are four types of diversification: concentric diversification strategy,horizontal diversification strategy,vertical diversification strategy and overall diversification strategy.Most enterprises will achieve diversification through two channels,internal development and external acquisition.Therefore,many management experts have carried out research on diversification,and the case of such enterprises has become the focus of more and more scholars.In this paper,the theoretical basis and the latest research progress at home and abroad are reviewed systematically,according to the analysis,selection and implementation of strategic management three processes.Based on the actual situation of ZD group,this paper analyzes the types and motivations of diversified operation.ZD Group is a multinational enterprise,a well-known large enterprise in China,which started from the feed business and gradually expanded its business scope to aquaculture,retail,food industry,real estate,finance,industrial manufacturing and other industries.Enterprise development in China in 40 years,after the implementation of the strategy of diversification,the lower transaction costs,synergies,spread risk,enhance core competitiveness,such as interest,the author analyzes the ZD group diversification strategy implementation of the status quo,found the following organization,culture,technology,finance and market five problems: fragmentation zone model,management confusion;There are differences in management modes between China and Thailand;Investment in general low technology content,low added value;High interest-bearing liabilities,capital chain tension;Some enterprises sell domestically and lack external competition pressure.In view of the existing problems,SWOT is used to analyze the environmental changes of enterprises.Based on how to optimize diversified business,the author gives his own analysis and Suggestions,mainly including the following four optimization strategies: four-in-one,characteristic towns,e-commerce integration,and supporting logistics.And put forward to optimize the safeguard measures,mainly have four points: take the technology as the core,take the market as the guidance,enhance the main business competitiveness,efficient management system.The development course of ZD Group is a microcosm of the development of many group enterprises in China.These countermeasures have certain reference significance for the diversified development of group enterprises.In terms of research methods,this paper adopts literature research method,statistical analysis method,in-depth interview method and field investigation method,etc.The author investigated basic data,internal journals and field project investigation of ZD Group,which enhanced the practical value of this paper.