The Research On Identifying Synergy Chance

With the forming of economy globalization and the fast development of science and technology, more and more enterprises have noticed that it's difficult to face the fierce marketing competition if they only rely on traditional management conception, so the research on management synergy, which has changing the traditional management conception, has being the hot and the latest topic in the management field. But in enterprise management and operation process, synergy is not perfect as scholars and managers'expectation, and the failure is obvious everywhere. This article focused on the key link in the implementation synergy strategy process––identifying synergy chance in detail, and proposed method, step and principle in identifying synergy chance, and constructed the management synergy theory and the viewpoint. This article has the important guiding sense to enterprise's management and operation.This article mainly divides into five parts:The first chapter mainly elaborated this article research background, the correlation literature summarize, question statement and the research significance, the research content, the research technique as well as the article construction.The second chapter constructed the basis of identifying synergy chance on the management synergy theory, strategy synergy theory, based on the resources strategic theory and the related economic knowledge.The third chapter analyzed condition of identifying synergy chance, and proposed related principle followed when identifying synergy chance.The fourth chapter, core in the part, researched enterprise internal identifying synergy chance. First, this chapter introduced concept related resources comprehensively and classed enterprise resources structure and the synergy type; And explained the synergy mechanism from the resources different level, indicated that synergy effect has great significance to establishment of continually competitive advantage and possibly negative influence brought. For the more ,this chapter detailed competitive advantage and cost and the cost to form, and evaluated synergy chance in business units through"fuzzy appraisal", and confirmed the relationship and respective status in units. The fifth chapter, the concluding remark, made a summary to full text, and proposed work followed.