Selection And Evaluation Of The Diversification Strategy Of Chaodong Cement Company

This thesis gives an overview on the development and keystone evolvement of strategic management theory, with the theories of core capability and diversification and their application in china especially described in detail. The tendency of world cement industry is discussed. The problems of home cement industry are pointed out on the basis of study on the industry's development status. According to the policies of cement industry, the thesis probes the cement industry development direction in china. The thesis also points out the importance of cement industry's economic character to the planning of cement company's strategy in our country by analyzing the industry's main economic character.With studying on the Chaodong Cement Company's resources, the thesis makes an index system for evaluation of core competencies using the method of AHP according to the theory of core capability, as well as evaluation of the company's core competency. The thesis also analyzes the external threats and opportunities, internal strength and weakness of the company by SWOT analysis, and gets a conclusion that the company should select the related diversification strategy.The thesis analyzes the cement industry chain, builds up the choosing model of diversified business, and selects the chemistry build material field as the cut-in point for the company's related diversification strategy. The chemistry build material business is introduced, and interior development is selected as the approach to the diversification. In order to ensure the success of the strategy implementation, the thesis makes a study on how to cultivate the core capacityand solidify the competitive status of the company.Through the investment evaluation for the virtual new project, the thesis makes a quantitative analysis to the feasibility of the planed strategy.Based on the mass literature material and full use of the studied theories, the thesis enumerates a mass of data, put forward a study model, and studies on the selection and evaluation of Chaodong cement company's diversification in detail by adopting the case analysis method that integrate theory with practice.