Diversification Strategy Of Listed Companies In China's Tourism

Since 1990's, many enterprises have brought out an upsurge of diversification operate in China, and listed tourism companies also try to diversify actively. Diversification operate has many deficiencies while it has been carried out successfully to some extent, which lies in choosing irrelevant diversification blindly and paying no attention to core competence cultivation. Considering the long-term development of listed tourism companies, it is necessary for us to study present conditions of diversification in listed tourism companies and bring up the theory of diversification adapted to the realities of our country in order to promote international competencies.And then, why do tourism enterprises want to diversify? What does diversification operate have effect on the enterprises? Which mode of diversified strategy should Chinese listed tourism companies choose? Based on these problems, this paper does the research. The structures and the main contents of this paper are as the following:Chapter 1 is a preface, which explains the realistic background and theoretic meaning of the problem. Chapter 2 gives a concept of listed tourism companies, shows how to classify them, and the theoretic meaning that the tourism companies enter the stock market. Chapter 3 mainly analyzes the motivation and the conditions to diversify of the listed tourism companies in our country. Chapter 4 studies industry structure of the listed tourism companies in our country, including the present condition, foreground, the facing risks of tourism industry and so on. Chapter 5 systematically analyzes the theories of diversification operate and shows some solid proofs, studies the connotation and kinds of diversification operate, expatiates on the relation between diversification and performance by analyzing present operating status of tourism enterprises. Chapter 6 discusses the diversification developing way of Chinese listed tourism companies in order to realize related diversification in a low degree based on cultivating core competition, and bring up some suggestions. Chapter 7 illustrates by giving some examples, sets forth the future strategy measures of the Mount Huang tourism limited company according to study the present operating status and diversification characteristics of the company.