GX Group Diversification Management Strategy Research

Diversification is a double-edged sword for businesses,both to help companies expand the scale and enhance core competitiveness,reduce industry costs,improve the management level; it may be due to the diversification and bring increased operating costs,inefficient management and other risks, especially for companies in the short term ability to integrate primary and secondary business operations demanding. GX company’s main television program production and distribution, based on gradually involved in the advertising industry, real estate development, online video, game development, and other services, to some extent, to develop a comprehensive business market, to enhance the brand. However,the ensuing decentralized resource allocation, the main business in the short term has been weakened; the financial crisis spread, the real estate industry and other secondary impact; management concepts lag, disagreements and friction management and other diversified business disadvantages are also increasingly apparent.Therefore,the study of the company’s diversification strategy GX management benefits not only the face of market competition conditions require, an important issue is the company’s development and expansion of the inevitable face.In this paper,the theory and methods of strategic management, the use of case studies, comparative analysis, document analysis, systems analysis and other means, in full consideration of strategic significance and risk diversification general premise of the diversity within the company implemented GX to analyze the external environment, choose Phoenix, Huayi Brothers, Huace as comparative sample, a full analysis of television production, film and television distribution, advertising, and other business performance of large amounts of data input and output, a clear market diversification bring development development, brand promotion and other advantages, as well as the main industry weakened, friction increases and other defects;GX find optimization company diversified business strategy:to consolidate the competitive advantage of the main business, consolidate the foundation diversified development strategy;use listed remodeling financing acquisitions;to develop new business and new areas of market segmentation strategy implemented leading bigger and stronger; optimize the organizational structure, organizational and institutional guarantee for the implementation of diversification.