梦芭莎业务多元化战略组合规划-研究——基于bcg矩阵视角

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1、RESEARCHONDIVERSIFICATIoNSTR』钔rEGYPLANNINGFORMoONBASABASEDONTHEPERSPECTIVEOFBCGMATRIXABSTRACTInthe21豇century,electroniccommerceisenteringintoaboomingtimeastherapiddevelopingdomesticintemet．AndwithlargeamountsofcapitalpouringintoE—commercemarket,E—commerceisbecomingmorecompeti

2、tive．E—commerceenterprise，especiallyB2Centerprisewantstostandoutfromthecompetitiveenvironment；diversificationstrategyimplementationbecomesthegeneraltrend．Inthethesis，ittakesthebusinessdiversificationstrategyplanningofGuangdongMoonbasaE—commerceCompanyLtd．whichmadeundertherapi

3、ddevelopingE—commerceenvironmentastheresearchobject,madeaintensivestudyofB2Centerprises’businessstructurestrategyplanning．Firstly,thethesissummarizedthetheoryofdiversificationstrategyandtherelatedarticlesofBCGmatrix；introducedthecategoryofdiversificationstrategyandthecritical

4、factorswhichwillcauseits．successorfailure．ThedefinitionofBeGmatrixanditsanalysismethodfordiversificationstrategyplanningalsoincluded．Secondly,itdescribedthedevelopmenthistoryandcurrentsituationofGuangdongMoonbasaE’commerceCo．，ltd；analyzedthecurrentdevelopingsituationofMoonbas

5、a’SdiversifiedproductlinesbyBCGMatrix．Basedontheaboveanalysis，strategicdevelopmentplanningmeasureswerelaunchedfortherapiddevelopingenterpriseofMoonbasainthreeaspects．Corporationaspect：optimizetheorganizationstructure，businessprocessreengineeringandmanagementsystematizationto9

6、1_fideandsupervisecompany’Sstrategyim_plementation；Functionalaspect：establishthecorecorporatecultureandthehumanresourcemanagementsystem；Operationalaspect：adjustproductstructure；upgradetheproductandtheindustrytosupportthecompany’Slong—termdevelopment．IIThroughthethesis’Sstudy,

7、itadvancedaseriesofdiversificationstrategyandmeasureswhicharesuitabletoMoonbasaCompany,providedtheoryandpracticebasisfortheincreaseofcompany’Score—competitiveness,optimizationofthestrategyplanningandmaximizationofbenefits．nwillpositivelypromotethecompany’Slong-termdevelopment

8、andoverallstrategyachievement．Meanwhile，italsohassignificantreferenc