Case Study On Diversification Of Evergrande

Real estate business boom and bust has been around the world staged, transition from sunrise industry to the sunset industry let the real estate business feel deeply various pressure blowing. Nowadays, the real estate business has been difficult to rely on government policies and social environment to promote enterprise development, it is difficult to reuse a large number of market opportunities and rapid accumulation of "original capital", in this case, the diversification into most of the real estate enterprise to consider the strategic issues. More and more international enterprises begin to adopt the diversification strategy,now, more than 90% of the world’s top 500 enterprises have stepped into the field of diversification strategy.Evergrande as a leading enterprise in China’s real estate industry, in addition to the existing real estate, FMCG, movies, music and other industries, also entered the dairy, livestock, cereals and oil industry, finance, insurance, and other a variety of other industries, formally put forward the diversified development strategy mode. This paper takes Evergrande Spring as an example to analyze the diversification strategy of Evergrande. Evergrande Spring was established in September 2013, listed in November 2013, with Evergrande football won the AFC opportunity, Evergrande Spring enter the field of mineral water, followed by explosive marketing means quickly became famous. Evergrande Spring is the first purpose of the production of China’s first high-quality water, Hengda Group is a significant step in the development of diversification strategy.The diversification strategy Evergrande is very representative in China’s large enterprises diversification, this paper based on the current situation of the real estate industry analysis, Evergrande overall, with its diversified products, Evergrande Spring as an example, the data and theoretical analysis, the importance and necessity of the implementation of the diversification strategy of the real the real estate industry enterprises, the strategy and marketing strategy of Evergrande Spring analysis, analyzes the existing problems and causes in the diversification of the road Evergrande on the Evergrande Spring, finally through the analysis and evaluation of diversification Evergrande, the Evergrande diversified development, in order to help the sustainable development of the Evergrande, at the same time to provide reference for other real estate enterprises.