The Diversification Strategy Research Of Adult Apparel Enterprise

During most enterprises'development, diversification strategy is important and inevitable choice which can help them seeking for new business to bring more profit. Currently more and more adult apparel enterprises pay attention to the market for kids wear and extend to enter this line, and by this they start to handle diversification business. However, according to the research on market, we find the road of diversification business actually is not smooth and always successful. There are many cases end up by fail in market. So it has been the decisive factor for diversification business what kind of strategies the adult apparel enterprises take.By study on relative researches home and aboard, the paper draw a conclusion that during the management of diversification business, it is essential to success of the business that strategy should be based on the core ability with scientific & reasonable Integrated Marketing concept. Upon research on theories, the paper starts from the study on the phenomenon called 'the adult crush the kids' in market for kids wear to find the reasons why the enterprises chose business of kids wear to begin diversification strategy. And then, it takes a comprehensive research on the successful case of Semir's diversification strategy on extension to kids wear business. The research shows that the success results in follows aspects:standardized and informationalized management; integrating outer competitive sources reactively; full recognition on current and potential customers; diversified sale channels; the establishment of mutual informationalized feedback system. Finally, on basis of the case study, the paper makes some suggestion on how the adult apparel enterprises take diversification strategy to exploit the kids wear market.Upon the case study in Semir's diversification strategy, by the research & analysis on it the paper wants to provide some reference of formulation and implementation of diversification strategy to those adult apparel enterprises prepared or on the way to extending business to Kids wear market.