| Mineral resources are considered as the important material foundations for the survival of human society, either important guarantees for national security and economic development. However,infected by those year's downturn in the macroeconomic situation and structural adjustment, changes in the geopolitical situation and other factors, the global mining industry made poor performance for 5 consecutive years. Nowadays, it is in the period of four stage overlay,such as mining recovery brewing period, technological innovation period, mining management policy adjustment period and energy management and structure reform period. which provides a lot of possibilities for China's mining industry to get out of danger.The Geo-Mineral Group, which established in 2010 October, is a state-owned enterprise blongs to X provincial burrau of geology & mineral resources. In recent years, in order to achieve maximum value for the investors of the enterprises, the Geo-Mineral Group implements the diversification strategy in the past few years, which creates a set of investment, mining, jewelry, leasing, medicine, tires, new energy, real estate, international trade as one of the diversified industrial development pattern, and the formation of the shares, leasing, property, engineering, new energy, international, cultural architectural company as the core business architecture. However,it brings new development opportunities as well as many problems.By means of the diversification strategy management theory and three methods such as literature research, comparative research and survey interview, this paper introduces the overview of X province geology and Mineral Group diversified development with pestle analysis model, IE matrix and SWOT analysis tools. The innovation lies in that Geo-Mineral Group's diversification motivation is influenced by short-term profit commitment , and in order to solve the problems, this paper proposes some solutions such as a wide range of proposed changes in the organizational structure and financial forced assessments. At present, the main problems of diversification include management decentralization, human resource lackage, investment decision making difficulties and high financial cost. By the analysis of internal and external environment, the Geo-Mineral Group owns the advantages of advanced mining and technology and economic support, at the same time, the disadvantages lie in the diversified investments on the development of new business. The Geo-Mineral Group faces the opportunities of policy adjustment on mining industry, various financing channels and supportment from the managements, also has the threats of excessive debt growth, business instability and the threat of cyclical fluctuation.In that case, there are two ways to for the future optimize the diversification strategy, one is to optimize the main business sector organization structure, as well as creat a core competitiveness and improve the main business concentric diversification; the other way is to integrate the non-related diversification by evaluating the development and selectively focusing on the investment. There are also five methords as security measures which are specification of the group's equity investment, scientific evaluation of the company's diversified business performance, incentive mechanism for accelerating the transformation of enterprises, operating costs controlment and training and recruitment mechanism on human resource.Based on the overall development trend of mining industry under the new normal economic phase, this paper proposes the correct selection of direction of the diversified development under the backgroud of turndown in mining industry. By using the theory of strategic management model and basic research methods, it develops an effective strategic planning, which completely analysis the current problems of diversification strategy, puts forward the corresponding solution and provides reference for X province Geo-Mineral Group's diversified development in the next step. |
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