Abstract
A new method of enterprise strategic research, the AHP—Ansoff Matrix analysis method, is put forward in this paper for the first time and applied in the enterprise practices. By using this research method, the development strategy of enterprise diversification is analyzed scientifically and reasonably with Evergrande group as the example. And finally, main procedures of the method are summarized.
Highlights
All, nowadays, the study of enterprise diversification strategy conducted by domestic experts and scholars were mainly limited to the relevance of enterprise diversification development strategy and enterprise business performance, enterprise technological capabilities and entrepreneurs’ characteristics, lacking of relevant research methods about how to implement the strategy of diversifying effectively and how to choose suitable diversification strategy for the enterprise’s development
The above is the establishment of Ansoff analysis matrix of diversification business development strategy for Evergrande group, the relative importance of each factor in each hierarchy can be judged with the combination of Analytic Hierarchy Process (AHP) and the AHP method is adopted to calculate the coefficient of relative importance
To highlight the major factors, four factors in the criterion hierarchy——new products (B1), existing products (B2), new market (B3), existing market (B4) is integrated with four research strategies in the Ansoff Matrix analysis diagram to figure out the maximum importance of each research strategy, namely to find out the highest index value of weight for each index of the four factors in the criterion hierarchy, and the results are X1=0.050, X7=0.104, X10=0.042, X15=0.213
Summary
Nowadays, the study of enterprise diversification strategy conducted by domestic experts and scholars were mainly limited to the relevance of enterprise diversification development strategy and enterprise business performance, enterprise technological capabilities and entrepreneurs’ characteristics, lacking of relevant research methods about how to implement the strategy of diversifying effectively and how to choose suitable diversification strategy for the enterprise’s development. This paper puts forward a new method of enterprise strategic research, the AHP—Ansoff Matrix analysis method that is innovative and practical. This method was applied in the enterprise practices, and can effectively analyze the enterprise diversification development strategy
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
