Research On Optimization Of Diversified Development Strategy Of WH Group

Transportation industry is not only an important pillar of national economic development,but also a key link of national development.China’s road transport enterprises have long been mainly supported by freight and passenger transport.With the in-depth development of China’s market economy,the increasing popularity of cars,the continuous development of transportation and travel modes such as railway and civil aviation,the rigid system of traditional road transportation enterprises,the disadvantages of single business,the obvious decline in benefits,and the management and business model are challenged.Under the severe market situation,diversified management is an effective way to solve the crisis faced by the highway transportation industry.WH group is a comprehensive service enterprise focusing on traditional road transportation business in China.In recent years,due to the changes of market environment,the adjustment of industry rules and many other reasons,the contradictions,problems and risks in the development process of enterprises continue to appear,which directly affects the healthy development of enterprises.If we cannot systematically optimize the diversified development strategy and find an effective development path,the enterprise will face the survival crisis.Taking WH group as an example,using the methods of literature analysis,PEST analysis and SWOT analysis,this thesis goes deep into WH group,carries out questionnaire survey and in-depth interview,comprehensively analyzes the development status of WH group,and puts forward systematic and systematic reference opinions for WH group on how to optimize its diversified development strategy.Through the analysis,we come to the conclusion that only by optimizing the current diversified development strategy can the group better realize transformation and upgrading and achieve greater development.The innovation of this thesis is to provide reference for other traditional road transportation enterprises in China to realize enterprise transformation and upgrading through diversified development in the new normal economic environment.