Study On The Optimization Of Diversification Strategy Of YZ Group

The tobacco industry is one of the most important contributors to the country’s fiscal revenue,and has always occupied an important position in China’s national economy.In recent years,due to the complex and ever-changing situation at home and abroad,the downward pressure on the macro economy has gradually increased.The tobacco industry faces many challenges such as high tobacco control movements,limited space for scale growth,and severe competition in the industry,making it more difficult to achieve a high-quality development for tobacco enterprises,including diversified tobacco enterprises.Faced with the threats brought about by the ever-changing environment,how to rationally utilize the resources and capabilities to achieve the goal of avoiding risks and creating competitive advantages on the basis of clarifying their own advantages and disadvantages is an issue that tobacco diversified enterprises need to think about.Guided by the diversification strategy and enterprise capability theory,this paper studies the optimization of diversification strategy of YZ Group,a tobacco diversified group enterprise.First of all,this paper summarizes the research situation of diversification strategy and enterprise capability theory at home and abroad,providing theoretical support for the writing of this paper.Secondly,the development process and current situation of YZ Group are summarized to clarify the specific development situation of related diversified businesses and non-related diversified businesses of YZ Group.Thirdly,this paper analyzes the external environment of YZ Group with tools such as PEST and porter’s five forces model,and analyzes the internal environment of YZ Group with methods such as resource analysis and capability analysis.On this basis,SWOT,Boston matrix,McKinsey three-level analysis model and other tools are used to clarify the strategic direction and specific business development direction of YZ Group,providing support for the formulation of strategic optimization measures.Then,On the basis of the above analysis conclusion,YZ Group strategy optimization measures are put forward as follows:one is the strong promote the development of core business,such as cigarette auxiliary materials production,the second is to speed up cultivating new star products such as tobacco products,the third is selective investment cigarette auxiliary materials,property management,real estate business,problems such as the four business is rectified,eliminate lost competitiveness and develop high-tech future industries.Finally,it puts forward the guarantee measures to implement the diversification strategy from the aspects of optimizing the allocation of human resources,strengthening the construction of enterprise culture,actively promoting scientific and technological innovation,and strengthening the process quality management.From the perspective of dynamic resource-based view,this paper optimizes and adjusts the diversification strategy of YZ Group based on the evolution of resources and capabilities,and further expands the application space of enterprise capability theory.At the same time,this thesis by SWOT analysis,Boston matrix analysis on the basis of the conclusion,the combination of enterprise resources and ability to put forward the operable strategy optimization measures and safeguard measures,on the one hand,the high quality of YZ Group itself,the sustainable development provides a train of thought,on the other hand,can be used for reference in the tobacco system in other diversified enterprise.