Guangdong Construction Engineering Group Ltd.—— Strategic Thinking About Merger Of Assets

This management case is to introduce merger of assets of GuangdongConstruction Engineering Group Ltd.(GCEG) that acquired GuangdongYuanda Water-conservancy and Hydroelectric Engineering Group Ltd.(GWHEG) by People抯 Government of Guangdong .According to resources and competencies that they have, constructional market and the country)macroeconomic environment, applying analysis methods of resource-basedview of strategy management, put forward a company strategy that keep construction and civil engineering for its main business ,and gradually step into real estate, design and decorate, house management services, engineering consulting services and so on related diversification corporate strategies; Business strategy is in low-cost strategy and differentiation; Functional strategy is in collaborative bid and so on concerned marketing, human resources, finance, organization framework and project management; Operating strategy is to adjust structure of ownership by peeling off nonrunning assets in reformation. Moreover, put forward some policies to government to support corporate strategy implementing for coming true company strategic target to provide auxiliary tools.