| As for the diversification of enterprises,there have always been many voices of questioning,which are accompanied by the failure of most enterprises to diversify.Throughout the course of enterprise diversification,the first large-scale rise was in the1960 s,when many western enterprises took diversified operations,but only a few enterprises succeeded in diversified operations.From 2013 to 2016,China’s listed companies launched a merger and acquisition boom,but in the end,most of these listed companies were greatly lost.But even if there are many examples of enterprise diversification failure,every time,the wave of enterprise diversification will rise again.In recent years,taking real estate enterprises as an example,Hengda entered the automobile manufacturing industry,Biguiyuan developed and developed building robots,Wanke pig breeding and vegetables into the food field,Rongchuang into the medical and health care industry,Green space development finance,Jiazhao to create an e-sports center.These events show that even if there are many failed cases of diversification strategy,they do not discourage business operators from trying to diversify their strategy.In this case,operators should understand that the key to the successful implementation of diversification strategy lies in the matching of diversification strategy with the enterprise’s own situation.That is,the current operating situation of an enterprise can meet the prerequisite conditions for implementing diversification strategy or can quickly adjust to the condition to meet the conditions,and can always be adjusted dynamically in the diversification process,so as to ensure that the operation status of an enterprise is continuously matched with the diversification strategy,so as to continue to diversify the operation.However,operators can make dynamic adjustment only after comprehensively understanding the impact of diversification on performance.This paper adopts the method of case analysis to compare the performance change trends of various aspects of Huijin shares in various years before and after diversification,and compares the performance changes trends in the same period as that of a single business enterprise as a control group.To understand the impact of enterprise diversification strategy on the financial performance of enterprises,it also provides more targeted suggestions for enterprises to choose and implement diversification.In addition,in the case analysis,this paper also verifies whether Huijin’s diversified operation advantage is given,and analyzes this,points out that enterprises often cannot achieve all the diversified advantages,enterprises cannot blindly carry out diversification because of the theoretical advantages of diversification.The whole paper is divided into six chapters,and the first chapter is the introduction,which introduces the research background,method,content and significance.Chapter two is the theoretical basis,and the literature includes the definition and research methods of relevant nouns in this paper,and gives the author’s understanding of this.The third chapter is the analysis of the diversified operation strategy of Huijin shares of case company,introduces the basic information and development history of Huijin shares,and calculates its diversification degree to prove that it is sufficient to be used as a case enterprise and analyze the diversification motivation of Huijin shares.Chapter four is the analysis of diversified financial performance of Huijin shares of case company.The influence of diversification strategy on enterprise financial performance and verification of the advantages of diversification strategy are calculated from the perspectives of various abilities reflected by traditional financial indicators,bringing value to enterprises,transmitting positive signals and other dimensions.Chapter 5 is the relevant Suggestions on enterprise choice and implementation of diversification,which include the choice of diversification strategy in the situation of a single business enterprise.Measures that diversified business enterprises can take in the subsequent stages of diversification.Chapter six is the research conclusion,which summarizes the above points and points out the shortcomings of this paper. |
