Research On The Related Diversified Development Strategy Of Bohai Shipbuilding Heavy Industry Co.,LTD.

Shipping industry is a modern comprehensive and strategic industry which provides technical equipments for the water transportation,marine development and national defense construction,is an important part of the national development of high-level equipment manufacturing industry,and is the basis and the important support for the implementation of national marine power strategy[35].Since the outbreak of the international financial crisis,under the guidance of the policy and the pressure of the market,the shipping industry our country speed up the pace of adjustment and transformation,especially since 2013,with the international ship market remains in the weak,shipbuilding enterprises put forth to optimize the industrial and product structure,strengthen the technical innovation ability construction,accelerate the merger and reorganization of enterprises to create excellent and strong enterprises.Under this background,how to stabilize the periodic risk of shipping industry development,and choose what kind of development strategy for the transformation and upgrading is particularly important,diversified strategy becomes the only way which must be passed for the enterprises to survive and sustainable develop in an uncertain market environment.In this paper,the research object Bohai Shipbuilding Heavy Industry Co.Ltd.(abbreviated a "BSHIC")is a large domestic shipbuilding industry manufacturing enterprise,with the development of civil shipping business nearly 20 years,the core competitiveness of enterprises constantly enhanced,civil shipping business has become a pillar industry of the company;marine engineering,metallurgical equipment,nuclear power equipment,steel structure processing and hydropower equipment belongs to a scattered,single developing mode and did not form a scale,belongs to the primary stage of diversified development,diversified business needs to be refocused and cleared,select a suitable diversified development strategy type for the development of enterprises.This paper is mainly by using the strategic management theory,the theory of diversification strategy as the research foundation,using multiple research methods like the literature research method,site investigation method,thheoretical analysis method,and analyses the macro environment and industry environment of the enterprise by integrated use of PEST and the "five forces" model to clear enterprise external threats and opportunities;and analyses the internal environment of enterprise by resource capacity theory and value chain theory to clear the internal advantages and disadvantages as well as the industry competitive advantage.Make the framework of enterprise development strategy by using the strategy analysis tools of SWOT matrix and Boston matrix to match the strategy of the enterprise and its environment and the ability,find a suitable diversified development path for the transformation and upgrading of enterprises,which named "horizontal diversification,vertical profession"related diversification strategy.Finally,put forward the enterprise strategy goal,strategy phase selection and the industrial and product development orientation,and from multi level talent team construction,organization structure upgrading,enterprise culture support and enterprise resource integration four aspects to provide safeguard measures to the implementation of diversification strategy of enterprises.