| With the rapid development of world economic integration, international trade,investment, technology and financial capital flows continue to increase, especially the rapiddevelopment of information technology, the trend that world is moving towards theinformation society and the trend that world economy and market are moving towardsintegration are unstoppable. Today’s large-scale group company’s internal environment andexternal macro-environment have undergone tremendous changes, competition amongenterprises is also growing. Faced with this grim situation at home and abroad, referencingdiversification strategy by large group companies has become the market trend.Since Haier group began to implement diversification strategy by1992,it has become theworld’s largest home appliance brand. Does this mean that all diversification strategy of Haiergroup are successful? Or does it mean diversification management of Haier group also existsthe lessons of the failure in the light of overall success? What is the reason for diversificationstrategy of Haier group? In the future development, how can Haier group implements thediversification strategy to obtain and maintain a long-term source of competitive advantage?These have yet to be to do more in-depth study of the Haier group’s diversification strategy.As Haier group for example, this article analyses the diversification development courseand the present situation of the diversification at the basic of diversification managementmotivation theory, diversification classification theory, diversification theory of corecapability maturity, diversification inside and outside environmental impact theory.Thisarticle also analyses Haier group’s diversification motivation from integration to optimizeresource allocation, decentralizing management risk, reducing business operating costs andmanagers’ personality traits and motives. Combining with the history and current situation ofdiversification strategy that carried out by Haier group and the related theory, this articleevaluates the efficacy of the diversification strategy implementation, and points out thesuccessful experience and failure lessons in the process of implementation. With the analysismentioned above, the article delves into perfect measures of diversification strategyimplementation and provides countermeasures and suggestions that can make Haier groupimplement the strategy of diversification better. |
