Chunlan Group Diversification Strategy Research

Chunlan group is a diversified, high-tech, internationalized large modern companywith an integration of manufacturing, R&D, investment and trade and is one of China’slargest enterprise groups. Chunlan’s strategy target is developing itself into a world-famousdiversified company. This paper takes Chunlan group as the example and has madein-depth study and analysis on Chunlan’s diversification strategy from the perspective ofcore competence with foreign and domestic study on diversification strategy, corecompetence, and other relevant theories.This paper composed of three parts, the first part is exordium that is talking about thebackground, purpose, meaning, turning around and looking at the theories of thediversification strategy and core competence. The second part is the case description,mainly introducing the history of Chunlan diversification development and the currentsituation of Chunlan group. The third part is the case analysis course, analysis the cause ofthe problem in Chunlan diversification development and proposes the optimization schemethat reducing the degree of diversity of business to implement the appropriatediversification strategy based on core competence, adjustment of enterprise organizationstructure and human resource to improve management efficiency, strengthening marketingmanagement to foster the new core competence.The paper focuses on the combination of theory and practice and collects manyenterprise’s materials and dates. The paper has made in-depth study and analysis onChunlan’s diversification strategy from the perspective of core competence, which playsnot only a guiding role in the implementation and optimization of Chunlan’s diversificationstrategy but also provides some advices and inspiration to the other enterprises on the wayof diversification development.