The Research Of Diagnosis On Strategic Transition Of Southwest Transportation Group

Faced with the continuous high-speed extension and speed-up of railway transportation mileage in China,as well as the impact of Internet technology on network booking and the popularization of private cars,the advantages of most traditional highway passenger transport enterprises are losing rapidly.Southwest Transportation Group’s main business income is showing a cliff-like downward trend.Enterprises are facing a life-and-death crisis,which forces them to consider strategic transformation.However,how to carry out strategic transformation has become a major problem to be solved urgently.In view of the above problems,this paper makes a systematic diagnosis and analysis of Southwest Transportation Group,finds out the problems existing in Southwest Transportation Group and the fundamental reasons for business decline.Based on the above results,this study puts forward the direction and implementation path of enterprise strategic transformation,so as to provide practical operability for the survival and development of enterprises in the new external environment.As a diagnostic study,this paper is divided into five chapters:Chapter 1 analyses the diagnostic background,gives the predicament and diagnostic significance faced by Southwest Transportation Group,and elaborates the relevant theoretical tools.Chapter 2 first introduces the development of enterprises,analyses the external macroeconomic environment and the environment of transportation industry,including the situation of competitors and customers,and defines the problems that need to be diagnosed.In Chapter 3,the detailed diagnostic process and specific diagnostic contents are given,including diagnostic schedule,diagnostic steps and key elements analysis.The ECIRM model developed by HeJun Consulting Company is used to conduct systematic and structural investigation and diagnosis of Southwest Transportation Group.Chapter 4 reports the diagnostic results,mainly from the five elements of ECIRM model,namely industry factor,resource factor,capital factor,management factor and entrepreneur factor.Chapter 5,on the basis of the diagnostic results,discusses the main contents of the corresponding diagnostic report and puts forward the strategic transformation directions,that is,moderate contraction of main Business and vertical integration.To extend the current transportation to the follow-up tourism service,Southwest Transportation Group should implement the backward integration strategy and construct the service mainly based on ecotourism,realizing the strategic transformation from transportationoriented to tourism-oriented.Although this paper only studies the diagnosis of Southwest Transportation Group,it has certain reference value for other similar enterprises.Especially under the current situation of drastic changes in the external environment such as intensified industry competition and increasing substitutes,how to carry out the transformation and upgrading of traditional enterprises has become a common problem.The diagnostic process,diagnostic methods and diagnostic conclusions of this paper can provide reference for these enterprises,which is also the realistic implication for this study.