The private enterprise diversification and specialization of the development strategy of the shallow appropriately

[abstract] the private enterprise, after 30 years of reform and opening-up of hard struggle, accumulated enough capital after the primitive accumulation, how to carry on the enterprise of strategic adjustment or strategic transformation, and how to avoid in the development of the enterprise business risks, and is walk diversity or professional, has become the current world private enterprises must face the reality of the problem. The author as the world one of private enterprise, place oneself and experience the world from scratch, from small private enterprises of the storm of the course, according to its own enterprise development strategy, showing the private enterprise how to face enterprise diversification and professional development strategy.

[key words] private enterprise specialization diversity

A professional, early period

The 19 th century, human society in the center of the enterprise system innovation from Britain moved to the United States, to need a lot of internal management and complicated organization form of railway company as the forerunner of the modern enterprise gradually boomed. According to statistics, 1917 of the 278 largest American companies most is a single ChanPinXing enterprise, only about 7% as the leading ChanPinXing enterprise. This that is to say, in the United States in the early days of the enterprise, the vast majority are highly specialized enterprise, only a handful of present a more "natural" of the diversified development trend.

In the world of the corporation in those early days, most of the enterprise all depend on a certain technology production or provide a kind of product/service to start your own business. So can say now enterprise has had a very short professional operation period. In addition, planned economy period, many enterprise according to the government's executive orders decision to produce what types of products, the enterprise has no right to his according to the market demand decided to its product type and product mix, therefore, then basically is the enterprise also specialized business stage.

Second, professional to diversify the transition

The enterprise of diversified business started from the late 1920 s. After world war ii, diversified business became a big company is an important way to expand rapidly; Into the early 50 s American enterprises as a diversified development of hot flashes, and more and more fierce; In the 60 s, 70 s, as the third time the emergence of the merger wave, the enterprise diversification development to a climax. The most typical is ITT company, the company since 1960, 20 years mixing the merger of the 300 companies, America's largest industrial company into the top ten list.

In the middle of the twentieth century "electronic revolution" to create a new industry enterprise platform, so that a large, flocks of new industries, new product generation and developed. Enterprise technology rapid progress, each enterprise general all have one or several core technology, abundance, appear even the surplus resources development and utilization of waiting for; Enterprise managers has accumulated rich experience in business management, management ability also has greatly improved. And then also in the market economy's laissez-faire period, the market demand exceeds supply, from the overall perspective is in the seller's market situation, many industry existing huge industry attraction.

Therefore, in the world is not exceptional also, many enterprises to actively outward expansion and increase production or provide the number of goods or services, in order to meet the demand of the market, in order to promote the development of the enterprise. In addition, in this industry have dominated the advantageous position enterprise to face an attractive new industry, they are considering seek new economic growth point; Or enterprise scale expansion to certain degree will want to pursue scope economy effect, this time the enterprise also can choose diversified management.

Three, new professional period

In the west, from the 1880 s, in the United States and Western Europe appeared a share of the diversified business momentum, and appear "the mixed merger" "the diversification" call, and gradually formed a "returning" (refocusing) or "scope crunch" (dounsizing) of the new wave. Big firms have many kinds of means to clean up non-core business and strengthen the core business, form the diversity of moderate state, enterprise started to pay attention to the cultivation of the core competence. In the 90 s, by the United States, han scholars CK pat visions of learning, Mr Rudd and a thesis "the core ability" of influence, and return to industry and a becomes the multitudinous enterprise wise choice. Boeing merger Douglas aircraft industry company to become the "big MAC", it is the Boeing company improve its own core competitive action.

And in the world for 20 years of reform, in the world, there have been various forms of so-called "diversity" operation strategy form, such as:

(1) "do an" and "welfare factory" of diversity. This is the "world feature" because, to solve the worker children "difficult obtain employment" and solve the surplus staff landing life.

(2) non-market, half market-oriented diversity. This is mostly since 1992, many enterprises this so-called "diversified management" and the rise. This is totally the transition period, plan and market two turning, close period, the seller's market development to the top.

Foreign enterprise in a diversified management, often to avoid the risk of the single market, seek new profit source, pay great attention to the diversification of the connections between industry degree, and the world of the enterprise in a diversified management, too often subject to the company expanded scale and low cost of the expansion targets plus our country enterprise leaders in business and management have a unique "state of mind", the scale of the enterprise was eager to do big, have a kind of obvious "big business complex, when the original industry and the existing market can't satisfy the this special" complex ", will quickly to other industries and other market penetration, and regardless of the industry and the correlation between the industry, how much, lead to enterprise blind diversity. The giant group is the bitter fruit of eat diversified blind, it blind to the health products have no relationship with the software industry and into the real estate industry, and finally defeat 78 layer giant building

Four, enterprise's knowledge and ability of the enterprise to external performance

Enterprise in the early growth, because its knowledge and ability is still place accumulation phase, the enterprise is not formed their own core competitiveness, at this time, enterprise can focus on their limited resources and ability, into the development of core business up and play professional advantage and realize economies of scale, lower costs, and strive for the industry as soon as possible in the occupied competitive advantage.

Enterprise development to a certain stage, the development of the dominant industry for the enterprise's diversified management to provide the relevant conditions, has obtained the relative advantages of the competitive position, accumulated the rich management experience, initially formed the core competitive power. In an enterprise to original outside industry looking for new economic growth point, the pursuit of the wider economy, expand the scope of operation, and enhance the competitive advantages of an enterprise, the enterprise will take pluralistic development strategy. Enterprise should be diversified many reasons:

1, from external cause analysis, the main market capacity is limited. The market demand and market capacity will prompt the limitation of enterprise into a new industry. At the same time, the market demand of the diversity and uncertainty, also induce enterprises to spread risk diversification, seek new development space;

2, from internal speaking, a diversified prime mover, and in order to make full use of the rest of the enterprise resources, maximizing the "scope economy".

To sum up, as enterprise development strategy of the external form of expression, and diversified enterprise development strategy is a indispensable stage, and constantly introduce and integration of advanced production equipment and technology, complementary advantages and sharing of resources, so as to achieve the final centralized superior resources and creating higher levels of professional industry road, specialization and diversification can form a based on knowledge evolution and dynamic capabilities unified idea? Perhaps that is why we private enterprise after about pluralism and professional continuously explore and the research direction.