| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-18页 |
| Chapter 1 Introduction | 第18-22页 |
| 1.1 Background and Significant of Research | 第18-20页 |
| 1.1.1 Background of Research | 第18-19页 |
| 1.1.2 Significant of Research | 第19-20页 |
| 1.2 Ideology and Methodology of Research | 第20-22页 |
| 1.2.1 Ideology of Research | 第20页 |
| 1.2.2 Methodology of Research | 第20-22页 |
| Chapter 2 Literatures Review | 第22-36页 |
| 2.1 Concept of Diversification Strategy | 第22-25页 |
| 2.2 Classification of Diversification Strategy | 第25-28页 |
| 2.3 Motivation of Diversification Strategy | 第28-33页 |
| 2.3.1 External Factors | 第28-31页 |
| 2.3.2 Internal Factors | 第31-33页 |
| 2.4 Concept of the Third Party Inspection and Certification | 第33-36页 |
| 2.4.1 Inspection | 第34-35页 |
| 2.4.2 Testing | 第35页 |
| 2.4.3 Certificate | 第35-36页 |
| Chapter 3 Case Description | 第36-50页 |
| 3.1 Background of SGS China | 第36-38页 |
| 3.1.1 SGS Group Profile | 第36-37页 |
| 3.1.2 SGS China Profile | 第37-38页 |
| 3.2 Development Situation of the Third Party Inspection and Certification Industryin China | 第38-42页 |
| 3.3 Current Situation of Diversification Strategy of SGS China | 第42-45页 |
| 3.4 Development Dilemma of Diversification Strategy of SGS China | 第45-50页 |
| 3.4.1 Region Diversification Insufficient | 第45-46页 |
| 3.4.2 Low Market Share Rate in Chinese Inspection Market | 第46-48页 |
| 3.4.3 Singleness Service Types | 第48-50页 |
| Chapter 4 Case Analysis | 第50-60页 |
| 4.1 Motivations of Diversification Development for SGS China | 第50-53页 |
| 4.1.1 Market Power Factor | 第51-52页 |
| 4.1.2 Avoid Shrinking Industry | 第52页 |
| 4.1.3 Avoid Impact of Government Policy | 第52页 |
| 4.1.4 Risk Reduction Factor | 第52-53页 |
| 4.1.5 Target Gap Factor | 第53页 |
| 4.2 SWOT Analysis of Diversification Development for SGS China | 第53-60页 |
| 4.2.1 Strength | 第54页 |
| 4.2.2 Weakness | 第54-55页 |
| 4.2.3 Opportunity | 第55-57页 |
| 4.2.4 Threat | 第57-60页 |
| Chapter 5 Solution Proposal | 第60-69页 |
| 5.1 Overall Ideology of Diversification Strategy for SGS China | 第60-62页 |
| 5.1.1 Horizontal Diversification | 第60-61页 |
| 5.1.2 Vertical Diversification | 第61-62页 |
| 5.1.3 Composition Diversification | 第62页 |
| 5.2 Implementation of Diversification Strategy for SGS China | 第62-64页 |
| 5.2.1 Diversification of Internal Development | 第62-63页 |
| 5.2.2 Diversification of External M&A | 第63页 |
| 5.2.3 Implementation Method | 第63-64页 |
| 5.3 Performance Assessments of Diversification Strategy for SGS China | 第64-69页 |
| 5.3.1 Diversification Scale | 第65-66页 |
| 5.3.2 Performance of Diversification Business | 第66-67页 |
| 5.3.3 Customer Satisfaction | 第67-69页 |
| Chapter 6 Conclusions and Suggestions | 第69-72页 |
| 6.1 Conclusions | 第69-70页 |
| 6.2 Suggestions of Diversification Strategy for Chinese Third Party Inspection andCertification Institutions | 第70-72页 |
| References | 第72-74页 |
