Study On Diversification Strategy Of Business Group In Northwest Region Of TB Group

With the orderly opening of the inspection,testing and certification market by the Chinese government and the increase of the government's purchase of social services,the original administrative monopoly of the industry began to gradually collapse.With the support and encouragement of the government,social forces began to participate more in the inspection,testing and certification services.The influx of a large number of emerging institutions into this market has boosted the takeoff of the whole testing and certification industry,but it has also changed the original industry competition pattern.The increase of competitors leads to the white-hot competition and the passive decline of the market price of traditional products.As a leading enterprise in the testing and certification industry,TB group has also suffered a certain impact.Facing the fierce market competition environment,the northwest region of TB group,with its own international development background and cross-disciplinary service advantages,has carried out the diversified business strategy,maintaining the long-term sustainable and healthy development of the northwest region.The thesis takes the northwest diversification development strategy of TB group as the research subject.First of all,it collects and sorts out the related research theories of enterprise management strategy and diversification strategy by famous Chinese and foreign scholars.It lays a foundation for determining the development type of diversification strategy and clarifying the motivation of diversification in northwest region.Secondly,in the third chapter,the diversified operation process of the northwest business group of TB group is reviewed,and its matrix organizational structure and development status are elaborated.On this basis,the balanced scorecard was used to evaluate the four dimensions of "enterprise finance,internal operation,customer,learning and growth",and the positive effects of diversified development strategy on TB's continuous performance growth,internal process optimization,customer satisfaction and viscosity increase,and employee growth were affirmed.Then,it concludes that there is insufficient synergy in the diversified development of northwest TB.These deficiencies are not only reflected in the repeated construction of laboratory investment,but also reflected in the sharing of customer information and the sharing of sales channels in the decision-making choice.At the same time,in the diversification and expansion of the relevant market,the northwest region of TB has exposed the problems of "fuzzy positioning and hesitating investment decisions".In chapter 4,the external market structure,advantages and disadvantages,opportunities and threats of TB are analyzed by using porter's five forces model and SWOT respectively.It comes to the conclusion that the market competition in TB industry is intensifying,the tendency of product homogenization is prominent,and the product price is passively declining.TB's own advantages make its diversified development inevitable,while its disadvantages such as lack of synergistic operation and insufficient incentive create conditions for the continuous improvement of diversified operation.Finally,based on the results of the above chapter analysis,combined with its own characteristics,targeted to put forward Suggestions and strategies to improve the northwest diversified business strategy of TB group.That is,"adhere to the strategic guiding ideology of diversified development,improve the level of enterprise informatization and intelligent construction,promote the internal business agency mechanism,further promote the process of laboratory centralization and establish the assessment mechanism suitable for sustainable development".Although this study focuses on the diversified operation analysis of the northwest region of TB group,the main body of the study is representative,and the conclusion of the study has a strong demonstration and guiding effect on the development of the whole industry.In particular,it has provided valuable experience for institutional development in less developed regions.It enriches the practice of diversification theory in the inspection,inspection and certification industry.