文献出处:Cardinal L. The research of enterprise core competitiveness and diversification [J]. Global Strategy Journal, 2015, 5(3): 176-185.
原文
The research of enterprise core competitiveness and diversification
Cardinal L
Abstract
Diversification trend is the enterprise under the condition of economic globalization and market competition heats up the inevitable result of the evolution of business logic, enterprise development are also the two situations: resource sharing to realize the economic benefits of superposition effect; scattered resources management efficiency decline, the market share fell. Therefore, how to correctly handle the connection between the enterprise core competitiveness and diversification strategy, has become an important task to the firm growth.
Keywords: Diversification; The core competitiveness
1 Enterprise diversification strategy
Relative to the specialization strategy, diversification strategy can effectively disperse management risk, help enterprise market development, looking for cultivating new benefit growth point, and effectively enhance the ability of enterprises to guard against and resist market risk. Since the 90s, many enterprises choose the expanding development, holding a number of industries, in order to achieve the scale of cross-cutting growth. After a lot of enterprises in the loss of local industry advantage, fall into the predicament of the shortage of resources. The reasons for this phenomenon lies in: first, the enterprise market share and resource utilization in the degree of diversification improve preliminary growth, once beyond the peak value of the enterprise bear ability will decrease trend; Second, restricted by the quality and ability of the managers, the degree of diversification improve cannot guarantee enterprise operation management the difficulty increase at the same time, to realize the growth of market resilience; Third, enterprises in the lack of scale advantages, cross-industry market dominance, the market share and resource utilization cannot be achieved significant growth. Diversified, therefore, as a important way of enterprisegrowth, industry diversification should focus on the overall effect of optimization, the indicators to avoid is affected by the "short board effect", only guarantee the market share and resilience and other indicators and growth is proportional to form industrial diversification type, diversification strategy is likely to obtain positive effect. 2 The relationship between core competitiveness and diversification strategy
Diversification strategy on the basis of the correlation of cross-industry products or services, differentiated degree of homogeneity, contains related and unrelated diversification in two forms. Some scholars tend to unrelated diversification strategy as enterprise to defeat the root causes of diversification. And, in fact, with the development of enterprise main business and rely on fulcrum of the changes in the core competitiveness, relevance as a relative concept may appear bigger difference, and it is lack for the researchers and the industry has been widely accepted by the correlation of quantitative research methods. Therefore, this article thought that diversification strategy of correlation is not as to distinguish the criteria or prediction strategy of success, the key is whether the diversified competition strategy based on enterprise core competence.
2.1 The basic connotation of core competence
Core competence (Core competence), refers to the enterprise internal set of technical ability, is to make one or more of the business in the field of industry and achieve a higher level, or the lack of obvious advantages. Usually, core competence includes the following five: the staff overall quality; Technology research and development, innovation ability; Management capacity; Brand creation, using ability.
2.2 The main performance
Scope definition of diversification strategy in the business field is the key factor for enterprise decision-making, enterprise should establish the core competitiveness of strategic development. Comprehensive experience to determine the core competitiveness of enterprises growth, nurture it, to protect and improve; The core competitiveness of the best value for business applications as first choice of diversification strategy; Rely on the enterprise growth and the expansion of the scale, the area, make the core competitiveness and diversified form mutual promotion,
function relationship between the virtuous cycle of growth.
3 Diversification strategy based on core competence
3.1 Cultivate enterprise's core competitiveness
As already noted, the core competitiveness is the enterprise in the competition in the market for a long time to realize the source of dominant advantage. As compared to a tree for the corporate image, the core product is the backbone, each business unit is a branch of the tree, and provide nutrients for the growth of the dominant, the function of sustaining life, consolidate the tree root is the core competitiveness. The image of the development view of tree this paper expounds the important role of enterprise core competitiveness. Therefore, cultivating enterprise core competitiveness and realize the diversified competitive advantage, is the top issue facing the enterprise diversification strategy. First, strengthen cultivating core competence. Diversification should be clear this fact, regardless of the enterprise takes the development course, should strengthen enterprise core competitiveness is the first objective of the enterprise vision. Enterprise only rely on stable and quite competitive advantage of core business, safeguard enterprise economic efficiency and the stability of financial resources, is likely to gain a foothold in new industries, so as to further develop the market, implementation of new profit growth. Second,
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