Diversification Strategy Research Of Jiuzhou Tourism Group

Diversification strategy is an important strategic choice in the process of enterprise development, especially an adopted way when the enterprise seeks for scale expansion and continuous growth of business performance after reaching a certain size. The right diversification strategy usually creates greater profit space for enterprises, but blind choice of diversification strategy also brings operation and management risks to the enterprise. So choosing the right diversification strategy according to their own needs and implementing it effectively, is the key to the success of enterprises’diversification strategy.Jiuzhou Tourism Group is a large-scale comprehensive tourism group that combines ocean passenger shipping transportation, tourism, composite tourism development in one. Through20years’efforts, the group has integrated the most state-owned tourism resources of high quality in Zhuhai, and developed to a regional leading tourism enterprise with prominent main business and diversification development. At the same time, the group also exposes a lot of problems in the process of diversification development. In face of the complex competitive environment and tremendous development opportunity in the new situation, setting the diversification strategy that matches itself and implementing it effectively, will be the key to achieve the health sustainable development of the group.Taking Jiuzhou Tourism Group in Zhuhai as the research object, by studying the enterprise diversification theory, referring to related literature, analyzing and summarizing, considering the group’s situation, this article systematically discussed group’s current diversification development situation using the relevant strategic research tools; analyzed group’s diversified industrial distribution and development prospects based on the Boston Consulting Group Matrix; proposed development direction of the group’s diversification strategy, the key development industry and diversified development goals; and gave the safeguard measures. By which we hope to solve the problems that the group faces:how to further integrate related resources, optimize group’s industrial structure, strengthen its industry status, build it to be a large-scale comprehensive tourism group with prominent main business, coexisting diversified industries, good assets, clear property right, stable profitability, and sustainable development; thus, realize the state-owned enterprises’function in over plannning, leading, driving the development of the city’s tourism industry, promoting the integration of regional tour in the area of Pearl River Delta, and gradually achieving the strategic goals of "Tourism flourishing city".