Changqing Petroleum Exploration Bureau, A Diversified Business Strategy Research

This paper expounds the primary conclusion of diversification conception. In chapter one, the author discusses research scope, research objective, content,methods used in this thesis and reviews current literature. At the same time, some basic conceptions are defined. 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, etc. The conclusion of diversification strategy is that the condition of diversification strategy rests on the specialization of the primary businesses of the enterprise, possession of surplus resource, degree of scientific management, etc. The pattern of diversification strategy falls into the related and limited diversification on the basis of core competence.Subsequently, the paper selects CNPC CHANGQING PETROLEUM as a case for illustration of diversification. The paper describes the Changing multi-industry development history, operational environment, operational conditions. Enterprise development strategy is stated in details putting forward facing questions of Changqing multi-industries, in view of enterprise development strategy. In the part of case-analysis, the author uses some theories and ways of strategy management, marketing management, analyzing strategy environment, internal conditions and performance, evaluating current operations of Changing Bureau. The author also applies both industrial competition model in analyzing industrial competition environment of Changing multi-industry, and SWOT method in analyzing internal strengths and weaknesses, as well as external opportunities and threats.