The Study Of Refocusing Strategy Based-On Excessive Diversified Business

Strategic choice detemine the orientation of enterpise . once the direction is wrong, paying more efforts are in vain.Thus,the choice of strategy piercely influence the survival of enterprises. in the 1990s ,Many congmpanies selected the diversified business strategy in China, which soon sank into excessive diversified business;and the vast majority of enterprises have not achieved the desired goal, but the kinds of problems. Besides,it Led to corporate bankruptcy. Even more serious is that some enterprises has not learned the lessons of failure, also continue to implement the diversified business strategy. To guide China's enterprises to conduct scientific strategy choice, the paper systemly study the refocusing strategy on the base of over diversification.This article mainly elaborated three issues: why (one) can the multiplex enterprise choose turns over to the coring business strategy; how (two) should the multiplex enterprise implement excessively turns over to the coring business strategy. Regarding the above two questions, this article is divided five chapters to launch carries on the elaboration.This article mainly elaborated three issues: First is why over diversification enterprises choose refocusing strategy . Second is How excessive deversified nterprises implement refocusing strategy. Third is if the focusing stategy suitables China's over diversified enterprises. On these three issues, the article was conducted on the following six chapters:Chapter I, Introduction.It analysis the background and significance of this dissertation.and introduces relevant theoritical definition and framework. In the end,the researching innovation points are also included in this chapter.Chapter II, Excessive diversification and refocusing.it not only reviewed and reflected the enterprise with diversificated strategy, but also summed up the research on the formation and development of deversificated strategy.Chapter III ,the strategic choice of enterprise which apply excessive deversificated strategy- refocusing strategy. First, the article described the fact that a diversified business enterprises have the tendency to over -diversification.And then ,it discussed refocusing is a necessary strategic choice for enterprises which implement excessive diversificated strategy. Finally, refocusing strategy was generally dissert.Chapter IV , the implementation of the refocusing strategy. It intellectualize the following five practical steps : one is changing the strategic goal ;two is establishment of the core business; three is the choice of refocusing form ; four is the coordination and integration of the enterprise; five is assessment of the the strategy which was carried out.Chapter V, the refocusing strategy is suitable for the diversified enterprise in China. It discribed the features of China's deversified business enterpise, and then it discussed that the refocusing strategy was especially fit on China's companies with over-diversificated business. Finally, by analysing the case of WanKe ltd.,it summed up the effect of enterpise which had positively excuted refocusing strategy.