The Research Of Diversification Strategic Model Of Enterprises Based On Disruptive Innovation

Diversification is one of the most important strategic models used by mature large enterprises in their further expansion, both western developed countries and China had ever been wild on it, however, the performance was far away from expectation for most enterprises, or even brought the retroaction. Contradiction between the validity of the diversification strategy and the failed performance of diversification for business practices lead to fireworks that whether or not diversification strategy can be used in business practices? Actually, the failure practices of diversification strategy can not negate the model itself. Refocusing strategy can be considered rational return of blind diversification strategy in the worldwide process of corporation strategy model evolution.This article firstly describes the inadequacy of the current research on diversification strategy based on the analysis of diversification strategy study results ----In the circumstances of lacking an unified theoretical framework, the conclusions from different perspectives can intensively explain a certain aspect of the phenomenon, even though, furious argument rise up among the different conclusions consequently. Thus, this paper proposes the conception on building up a new model about diversification strategy.Secondly, this paper propose the diversification strategy based on the disruptive innovation----disruptive diversification strategy on the basis of theoretical analysis on disruptive innovation, and contrast the disruptive diversification strategy and traditional diversification strategy in the perspective of the theory of core resources. On one hand, disruptive diversification strategy can turn core-competence into core-assets in diversified market and create continuing rents by dominant disruption on its core-competence. On the other hand, disruptive diversification strategy can disrupt the competitive advantage of mainstream business by means of low-end disruption and new-market disruption, establishing a new competition rule through the differentiation of product performance, and finally break the dominance that has been formed and enhance the level of diversification performance.Thirdly , on the basis of the theoretical analysis, this paper construct mechanism model and theoretical research assumption to illuminate disruptive diversification strategy can improve the performance of diversification, conduct questionnaire survey and process the survey data by using the software structural equation modeling called LISREL8.70. The result shows that the higher the disruption degree of diversification performance, technology opportunity competence and cannibalization competence, the higher the enterprise's holistic competition level, vice versa. Therefore, disruptive diversification strategy can help enterprise enhance its level of diversification performance and competition capability.Lastly, this paper analyze the realization approach of disruptive diversification strategy through risk prevention, implementation process of the strategy, internal organization and external policy, focusing expounding the content and necessity to set up Pan-Ambidextrous Organization model through the aspect of internal organization guarantee, which will assure the smooth implementation of diversification strategy.