Research On The Diversification Strategy Of BAONENG Group's

Under the influence of national policy regulation and real estate market changes,traditional real estate enterprises are faced with the urgent needs of strategic transformation.Baoneng group comprehensively promotes the three strategies of "manufacturing Baoneng,science and technology Baoneng,and people's livelihood Baoneng".Its business covers multiple fields such as real estate development,automobile manufacturing,international logistics,finance and insurance,and retail.However,in the process of diversified operation,it is faced with problems such as weak main business,slow promotion of new business,lack of technological innovation and outstanding core competitiveness.The enterprise is large but not strong,and its overall strength is limited.In order to solve the above problems,this paper focuses on how to continuously optimize Baoneng group's diversification strategy plan and implementation path measures,and applies relevant theories and methods of strategic management tools,and uses PEST tool,IFE and EFE matrix,Porter five forces model,SWOT matrix and other analysis methods to analyze Baoneng's internal and external environment,internal advantages and disadvantages,external opportunities and threats are analyzed.Using Boston matrix,big strategy matrix,GE Matrix and other tools,this paper proposes the optimization scheme of Baoneng's diversified strategy and strategic implementation path,as well as the strategic implementation measures and guarantee,strategic risk management and control,strategic evaluation and control scheme.This paper proposes that in terms of diversified layout and access path,Baoneng group should promote the two-wheel drive of main business of real estate and insurance,strengthen real estate and expand insurance,implement "real estate +" related diversification strategy,vigorously develop industrial real estate,logistics real estate,pension and tourism real estate,and promote high-end industries such as new energy vehicles through strategy alliance and merger New retail,shared car and other new areas.Improve the level of project management,speed up the return of funds with fast turnover;promote the positive interactive development of the real estate business of the combination of insurance and medical care to meet the needs of the aging society for the aged;grasp the new opportunity of the national planning and construction of modern logistics facilities network,and build an intelligent logistics park for operation.Through M & A or strategic alliance,rapidly layout high-end manufacturing fields such as new energy vehicles,integrate resources and disperse risks.The research ideas and suggestions in this paper can be used for reference to solve the problems encountered in the diversified development of Baoneng group and help to guide the company to establish and improve the strategic management system.At the same time,it provides reference for other real estate enterprises to implement diversification strategy.It can also provide real cases for scholars to study the diversification strategy of real estate enterprises.