Research On Diversification Strategy Planning For Moonbasa

In the21st century, electronic commerce is entering into a booming time as the rapid developing domestic internet. And with large amounts of capital pouring into E-commerce market, E-commerce is becoming more competitive. E-commerce enterprise, especially B2C enterprise wants to stand out from the competitive environment; diversification strategy implementation becomes the general trend.In the thesis, it takes the business diversification strategy planning of Guangdong Moonbasa E-commerce Company Ltd. which made under the rapid developing E-commerce environment as the research object, made a intensive study of B2C enterprises’business structure strategy planning.Firstly, the thesis summarized the theory of diversification strategy and the related articles of BCG matrix; introduced the category of diversification strategy and the critical factors which will cause its.success or failure. The definition of BCG matrix and its analysis method for diversification strategy planning also included. Secondly, it described the development history and current situation of Guangdong Moonbasa E-commerce Co.,ltd;analyzed the current developing situation of Moonbasa’s diversified product lines by BCG Matrix.Based on the above analysis, strategic development planning measures were launched for the rapid developing enterprise of Moonbasa in three aspects. Corporation aspect:optimize the organization structure, business process reengineering and management systematization to guide and supervise company’s strategy implementation; Functional aspect:establish the core corporate culture and the human resource management system; Operational aspect:adjust product structure; upgrade the product and the industry to support the company’s long-term development. Through the thesis’s study, it advanced a series of diversification strategy and measures which are suitable to Moonbasa Company, provided theory and practice basis for the increase of company’s core-competitiveness, optimization of the strategy planning and maximization of benefits. It will positively promote the company’s long-term development and overall strategy achievement. Meanwhile, it also has significant reference value for other domestic B2C E-commerce corporation.