| CSIC and CSCC are from China national shipbuilding corporation(1982~1999).CSCCis heavily involved in shipbuilding and CSIC is heavily involved in scientific research and development,and the division was superior to CSCC in both industrial resources and capital strength.In the face of the continuing downturn in the ship market caused by the financial crisis in 2008,the two different paths of development have been selected by CSIC and CSCC: By implementing the diversification strategy,CSIC has formed the industrial development pattern of the top 10 industrial sectors in the four areas,from the turnround to the continuous profit.In spite of the success of the low-cost strategy,which is mainly based on "cost engineering",it is difficult to make up for the significant impact of the downturn in the ship market.CSCC has been losing money for years.Whether CSCC continues to implement the low-cost strategy,or the timely diversification strategy deserves further study.Based on the research of low cost strategy and diversification strategy,this paper analyzes the characteristics of shipbuilding enterprises,The characteristics of shipbuilding enterprise,cost control and strategic selection are analyzed emphatically.Then,this paper takes CSCC as the research object,and carries on the analysis of low cost strategy index,financial index analysis and dupont analysis.This paper demonstrates the effect of the low cost strategy and analyzes the limitation of the single low-cost strategy,and points out that the CSCC should make strategic adjustment.The paper uses macro,microenvironment analysis and SWOT analysis to demonstrate the necessity and feasibility of the diversification strategy of CSCC.Author thinks that CSCC strategic center of gravity must be transferred to the diversified economy of development,follow the national supply side reform requirements,peel off industries with low profit contribution rate,and develop high-end industries which have long-term development potential.In this paper,the strategic comprehensive evaluation of the diversification strategy of the group is carried out,and the strategic positioning proposal is given.It is pointed out that CSCC has developed a diversified strategy based on Marine engineering,but the strategic positioning is not clear,the focus has not been outstanding,and the group has not achieved the overall diversification of the group.In the future,CSCC should continue to adhere to the existing limited and relevant diversified development pattern,and carry out moderate extension on the basis of existing diversified industrial sectors.Combined with the existing diversified industrial sectors of CSCC,this paper proposes that CSCC should focus on expanding the three major sectors: Engineering exploration and design business section(Participate in major urban infrastructure projects、To expand urban pollution prevention and control business、Participate in the construction of municipal facilities),The energy sector(Expand the Marine nuclear power platform equipment industry、Accelerate the industrialization process of gas hydrate),The financial sector(Increase the proportion of assets securitization、Debt-for-equity swap、Further expand other channels for investment and financing),At the same time,this paper also provides the optimization safeguard measure for the diversification strategy of CSCC.At last,the author makes a summary and prospect. |
