The Research On Diversification Strategy Of Qingdao FK

Business to a certain degree will be a lot to adapt to the enterprise developmentstrategy mode for enterprises to choose, diversification strategy is one of them. Thereare a lot of small and medium enterprises operating in China to a certain extent, bychoosing a strategy of diversifying and developed rapidly, and gradually become awell-known enterprises, but also part of the enterprise, operating to a certain extent dueto improper selection strategy of diversifying business failures. Therefore, the enterprisechoose diversification strategy in the development of operation has certain risk, theenterprise must choose according to their own needs and the right conditions, adjust thestrategy of diversifying. Qingdao FK company is a Marine service co., LTD., after14years of hard development, has now become the leading enterprises in the Qingdaoshipping service industry. Company’s business also received by the initial slop evolvedinto slop receiving, tank cleaning, slop disposal and ship material supply for the systemof the company. With the rapid development of Qingdao FK company, the business alsohas exposed many problems in the process of diversification. Under the background ofthe opportunity of shipping services, the competition is fierce, how to develop a suitableand effective implementation of the strategy of diversifying mode of the companydevelopment, is the company’s sustainable development and the key to remaincompetitive.Based on Qingdao FK company as the research object, In the learningdiversification strategy management theory and reference on the basis of relevantresearch literature at home and abroad, Qingdao FK company diversification strategy are analyzed in detail. The article use the theory combined with the actual researchmethods，Using SWOT analysis the company’s strengths, weaknesses, opportunities andthreats, combined with the company’s external environment and internal conditionanalysis, it is concluded that the development direction of the Qingdao FK companydiversification strategy-"refocusing strategy", Showed the Qingdao FK companyshould cultivate core competitiveness on the basis of implementing limited relateddiversification strategy. Then analyses the company’s business through Boston matrix,obtained the business development strategy choice, At last combined with the full text,put forward the Qingdao FK company implement measures to improve thediversification strategy. Research of this paper can not only help to Qingdao FKcompany diversified business, also can give other shipping service companies inchoosing the way of diversification strategy management to provide the reference.