Research On The Optimization Of Diversification Strategy Of China Pingmei Shenma Group

China Pingmei Shenma Group which located in Pingdingshan City, Henan Province, is a "coal based, pluralistic development related" oversize energy chemical group. Under the new normal environment of Chinese economic development, the "golden ten years" of coal has gone forever. Enterprise which relays on the extensive mode of quantity, speed has hardly been sustained, diversification strategy that enterprise has operated for many years is facing the new challenges. This paper takes China Pingmei Shenma Group as the main research object, and the optimized diversification strategy as the research content, focuses on diversification strategy optimization objectives, optimization and guarantee measures. Optimized diversification strategy is a process by analyzing the current strategy, the internal and external environment, core competence, business portfolio, business performance and other key influential factors of enterprise, finding inadequate parts of business combination, and then proposing some solutions. By using the methods of PEST, Potter’s five forces model, GE matrix, SWOT to analysis the business combination, the paper points out the problems exist in diversification strategy of China Pingmei Shenma Group, which are profitability, institutional mechanisms, cultural management, personnel, investment management and other aspects; puts forward the optimization scheme, which are concentric diversification strategy in China Pingmei Shenma Group,optimization measures and coal mining, coal chemical, nylon chemical, coal and salt chemical industry, coal and other business; At the same time formulates measures of strengthening the group strategy control, and promotes capital operation. These research findings provide the reference for China Pingmei Shenma Group to raise the overall advantages of diversification strategy, improve business performance, construct the new energy chemical industry group with international competitiveness, adapt to the requirements of the new China economic development, it also has certain reference for other large coal groups that want to diversify themselves.