Diversification Strategy Research On Greencool Enterprises

The thesis researches into the diversification strategy of China household appliances enterprises; it's composed of three parts. The first part analyses the backgrounds of China household appliances industry, including internal firms capacity and external environment, and marketing instructure and nowadays firms performance. And more it is the explanatory that enterprises diversification development motivation and diversification kill firm value.The second part turns around and looks at the theories of enterprise diversification development, including the diversification causes, the diversification venture, diversification ways and means and so on.The important part includes the SWOT analyses of enterprises Greencool, Kelon, Meiling, Yaxing, XiangZhou, Gates and Leyland, their first big stock master is GuChuJun. In order to enhance firm's performance, design enterprises diversification strategy way, its financial goals and member corporation operation analyse so on. To implement the diversification strategy, headquarters fund balance center, interior human resources market, sales network, materials stocking and production pricing should be come into existence. Then give the suggestion that foster corn competence, make up long-term competition advantage, diversification stategy cooperating with other competition strategy, reinforce higher-correlation diversification development, for household appliances enterprises and be careful with lower-correlation diversification such as automobile and its components.The article focuses on the combination of theory and practice and pays attention to incorporate many firms' materials and dates, intends to provide diversification strategy with basis and references for the Greencool enterprises.