Research On The Impact Path Of Vertical Segmentation Field Resource Patchwork Strategy On Corporate Strategic Performance

Under the background of accelerating the improvement of the mechanism of promoting consumption,complying with the trend of household consumption upgrading,and building a more mature consumer market segment,the vertical market segment will inevitably use in a larger market share.In the context of vertical market segments,in order to cope with different resource situations,enterprises often take different actions focusing on internal and external resources to get rid of difficulties.Resource bricolage is a process of utilizing and developing in-house resources.Bricolage strategies have multiple classification based on different criteria.According to the resource direction,it can be divided into resource-oriented bricolage and opportunity-oriented bricolage.However,how to integrate resources in the vertical segment of the industry to deepen the vertical segment of the industry chain and product market,how the process affects the strategic performance of the enterprise has not yet come up with a clear answer.On the basis of combing the theory of resource bricolage at home and abroad and the theory of corporate strategic performance evaluation,the case study method is adopted to study Mengniu Dairy as a research object,focusing on how Mengniu Dairy uses resources in deepening the verticalization of industrial chain and product market.The bricolage strategy,and the path of the impact of the vertical segmentation and resource bricolage strategy on the strategic performance of the enterprise.The research results show that enterprises in vertical segmentation pay more attention to resource-oriented bricolage when deepening the vertical process of the industry chain,and the segmentation in improving the product market is more focused on the use of opportunity-oriented bricolage.The resource bricolage have a positive impact on the enterprise,but it may also have a negative impact on the performance of the enterprise.Excessive resource bricolage will bring a certain financial burden to the enterprise,and the resource bricolage may also have adverse effects on the enterprise.The conclusion of the study provides a theoretical basis for the bricolage of resources in vertical segmentation enterprises.