Optimization Of SQ Group’s Diversified Development Strategy

At present,the "once-in-a-century great changes" continue to evolve,the "domestic and international great circulation" continues to deepen,and the "comprehensive transportation system" continues to be built.The road passenger transport industry enterprises are at a key point of reshaping the life cycle,restructuring the organizational ecology,and reviving the confidence in development.After the "golden two decades" of industry development,road passenger transport enterprises have faced head-on competition with various modes of transport such as high-speed rail,civil aviation,private cars and online car hailing.As a leading enterprise in the national road transport industry,SQ Group started its strategic development layout of enterprise diversification more than 10 years ago.After years of development,SQ Group has long been in a leading position in China’s road transport industry.In recent years,under the influence of many factors such as macroeconomic downturn and intensifying industrial competition,the diversified business of the group has encountered many problems,such as unbalanced development,lack of explosive power,rising cost,weak profitability and brand dispersion.The implementation and promotion of the diversified development strategy have faced certain bottlenecks,and the comprehensive competitiveness and market position of the enterprise have been greatly impacted.In the face of the pandemic and rapid changes in the industry,SQ Group urgently needs to optimize the existing diversified development strategy,find a more effective development path,enhance its market competitiveness and seek sustainable development in the new era and under the new changes.This article takes SQ Group as the research object,and first combines theoretical discussions on strategic management,diversification strategy,and other related theories at home and abroad to lay a theoretical foundation for the research and optimization of diversified development strategy in the following text.Secondly,it elaborates on the evolution process and business status of SQ Group’s diversified development,and analyzes the problems in the company’s diversified development through business performance data.Once again,combined with the application of tools such as EFE,IFE,SWOT,QSPM,etc.,a strategic optimization selection plan is obtained.Combined with the analysis results of diversification strategy optimization,this paper proposes that SQ Group should adopt the strategic development direction of "aggressive turnaround" in the new period,take "maintaining the leading position in the industry and promoting the high-quality development of the enterprise" as the overall strategic goal,and take "industry-leading,intelligence-driven,capital-driven,service innovation" as the new mission of the group.The existing industrial cluster will be optimized and adjusted into a "1+2+2" industrial development pattern,that is,the stable adjustment of road passenger transport,the optimization and development of modern logistics and automobile services,and the cultivation of comprehensive tourism and emerging businesses.According to the "Mc Kinsey three-level theory",the group’s industrial plate business is divided into core business,development business and opportunity business.Development goals,short-term and long-term development modes and key measures are proposed for the new industrial plate respectively,and specific safeguard measures are proposed in group management and control,talent team,capital guarantee,digital empowerment,cultural construction and other aspects.Through scientific research and systematic analysis,this paper innovatively analyzes the problems existing in the diversified development of traditional road passenger transport enterprises,and puts forward an optimization plan,which has reference significance for enterprises to deepen reform and development,accelerate transformation and achieve high-quality development,and also brings some enlightenment to the optimization of industry diversification strategy.