神华集团国际化战略探析

Analysis of the internationalization strategy of Shenhua group

文章通过分析神华集团的运营优势与经营特色,从产品经营、进入区域与进入渠道等三个角度入手,在国际化SWOT基础上,探讨了神华集团的国际化战略定位。文章认为,在产品、资产战略定位方面,神华集团应采取产品多元化、专注优质资产和专业化生产战略;在进入区域战略方面,应采取由近及远和发达矿业国家和新兴矿业国家并举的原则;在进入渠道战略方面,应和大矿业公司建立合资企业以及以小规模善意并购为主获得成熟资产,避免恶意大规模并购,且应以小公司合作为主获得绿地资产。

Based on the analysis of SWOR, the stratetic positioning for the internationalization efforts of Shenhua Group was studied in this paper. The integrated operation characteristics of Shenhua Group was taken into account. The internationalization strategy was discussed mainly from three aspects. In terms of the strategic positioning of products and assets, this paper points out that Shenhua Group should focus on product diversification,quality assets and specialized production. In terms of target regions, the company should adopt the strategy of ＂going from the near to the distant＂ with equal emphasis on both mature and emerging mining countries. Regarding the way of expansion into the target region, the company should establish joint venture with major local mining companies while obtain mature assets through small-scale friendly acquisition, trying to avoid large hostile takeovers. In the meantime, collaborate with small companies to get greenfield projects.