A Study On The Optimization Of Dongyi International Company's Diversification Strategy

Dong Yi International is bulk wine production and sales at the core, on this basis, which gradually extended to bottled wine, e-commerce, education, catering and other related or non-related fields. However, the benefits of Dong Yi International, behind its rapid expansion of the scale, did not obtain the expected benefits, on the contrary, as the diversification strategy dispersed enterprise resource advantages, its main industry becomes less competitive, and the development is fatigue, in the highly competitive bulk liquor market,the previous leader is in a vulnerable position. Cross-sectoral development of secondary industry, due to no basis, no experience, the lack of necessary investigation and analysis of scientific proof, once it is involved in business, it is difficult to gain a firm foothold in a short time in an unfamiliar industry, to obtain a more rapid development is almost impossible. The result is: a progressive loss of the core business, long-term losses of auxiliary services. Dong Yi International's development is difficult, and the future outlook is very bleak.This paper takes Dong Yi International Company as the research object, and based on the author's years of service experience in the company, and is based on the theory of synergetic effect, core competence diffusion, resource base, product life cycle, core competence and so on, Using PEST, five-force model, and other analytical methods, At present, the problems,such as the overall strategy is not clear, the core competitiveness is weakened, and the blind development of the non related industries are analyzed,Through the analysis, it is found that the diversification of the enterprise is an irrational expansion, which causes the waste of the enterprise resources and the decline of the core business competitiveness, which is not conducive to the long-term and stable development of the enterprise.By analyzing the internal and external environment of Dong Yi International Company, SWOT model is used to summarize the advantages, disadvantages, opportunities and threats of diversified operation,Finally, it draws the conclusion that Dongyi International Company should strengthen the core competitiveness of the scattered liquor industry and provide power for the diversification strategy development by consolidating the scattered liquor industry and achieve the purpose of scale expansion by steadily and appropriately developing diversification and vigorously supporting the education industry. The implementation of enterprise diversification strategy, not only need time, also need to establish appropriate safeguards to avoid business risk, to ensure the smooth implementation of the strategy.