Research On China High-Speed Railway Diversified Transformation Development Based On Strategic Management Theory

With the development and innovation of railway industry, high-speed railway as the Chinese economy a new growth point and point of force, by the state of focused attention and promote get the support and assistance of the local government, attract the favor of social capital and investment, drives the rapid development of China’s railway passenger transport business. However, the development of high-speed railway in China is still mainly influenced by the four major issues and constraints. First, formed in the process of high-speed railway construction, long construction period, input cost, return on investment is slow and so on basic characteristics, aggravating the burden of China’s high-speed rail operations, make it in the process of operation and management have to face in front of the high debt rate, high operation costs and other series of problems. Secondly, the China railway industry formed the system of the transport operations based and diversificated business supplemented, which caused to ignore of diversification development in railway industry and to restrict the effective growth of high-speed rail operating income. It will be resulting in the transport revenues will appear growth bottlenecks in the future development, which will seriously affect the rise in corporate income generating capacity and its own profit space. Moreover, high-speed rail transportation enterprises by adhering to the railway traditional management concept and management system, resulting in the for business diversification also failed to give full understanding and attention, not only caused the high speed railway existing resources idle and waste, but also greatly reduced the contribution ability of high-speed railway diversification of income to the enterprise’s income. Thirdly, the contradiction is between the development of high speed railway and railway safety management in China. Railway to safety as the first priority, the development of high-speed rail has always been red line of safety management control, especially for high speed railway diversified development, limitation of the safety management directly influenced the number of consumers, which potentially limits the scale and level of China high-speed rail development diversification. Fourthly, although China high-speed railway has large sidings resources, yet because of its route which is overlap with the local railway bureau jurisdiction, so the high-speed railway enterprises mainly take the carte blanche on both transport business and non-transport business to the territorial railway bureau entrusted management mode. However, in the entrusted management system, due to the high-speed railway industry has yet to establish a sound asset management system and means, that will lead to asset owners lack of management and other issues, and impact seriously on the income level of diversified business in high-speed rail.Therefore, according to all problems, this paper put forward the transformation direction from transportation services to emerging service industry development to China high-speed railway through the enterprise manangement theory, which carried out the following research.Firstly, this paper uses industrial-based view, resource-based view and institutional-based view, which are the three pillars of enterprise management theory, to analyze the comprehensive influence on the relevant policies and regulations, economic factors, social development and technical level of the macro environment in China high-speed railway diversified development. The research found the urgent need for the development of high speed rail by the national, society and enterprise, and proposed the overall direction of the transition and development of high speed railway transportation service industry to emerging service industry in China.Secondly, the SWOT analysis tool is applied on China high-speed railway diversified transformation faced in the development of the advantages, disadvantages, opportunities and challenges are analyzed and discussed, for choosing the suitable for the enterprise strategy. This paper put forward with market strategies which are difference strategy, the horizontal integration strategy, vertical integration of industrial chain strategy, cooperative strategy, brand development strategy, group strategy and standard strategy, and non-market strategy which are corporate political strategy, social public and media strategy and social responsibility strategy, to ensure the direction and the feasibility of China high-speed railway diversified transformation development.Thirdly, according to the thinking of China high-speed railway diversification, this paper combined with the actual necessity of development, put forward to set up a commercial complex in high-speed railway traffic node. The high-speed railway commercial complex should be classified and integrated by the basic situation of the development of the local economy, station size and geographical, passenger flow scale, and used the land integrated technology, station area planning technology, commercial layout design technology and security management technology, choosing appropriate development speed to give a realization method. This paper presented that the high-speed railway commercial complex is a realization platform of diversification value, which can realize the function division and business coordination between high-speed railway enterprises and territorial bureau, the complementary advantages and powerful alliances between high-speed railway enterprises and local companies, and the interconnection and integration of industry and city between high-speed railway and regional market. Additional, the paper suggests form a national high-speed railway commerce corporation to achieve the specialization, collectivization, standardization of high-speed railway diversification. The corporation may sequence the development management model between the transportation and non-transportation, reduce enterprise transaction cost, strengthen the voice of high-speed railway diversification, and ensure the maintenance and appreciation of the value of the assets of the business, for full range improving profitability of China high-speed railway.In conclusion, this paper through theoretical and systematic research and Analysis on the development of China’s high-speed rail that China high-speed railway needs to face the dilemma of development, the transformation of business development ideas, the use of existing resources and advantages, clear strategic direction of development, enhance the overall conclusion of the diversification development ability. This conclusion can provide a complete strategic management for the development of high-speed railway in China, and the suggestion of the strategic management. Additional, it can also break through the bottleneck of China high-speed railway transportation industry development, to broaden the scope of enterprises, cultivate new markets, create new opportunities for development, so as to enhance the multiple service scope and capabilities, to achieve China high-speed railway in businesses, property management, culture, transportation hubs and other aspects, a full range of comprehensive development, and to solve the practical problems of enterprise development, improve the overall corporate profitability, and ultimately achieve a win-win situation for consumers, society and enterprise.