英国联合利华公司的兼并策略研究

当前,国内外市场正掀起公司整合、兼并的浪潮,针对英国联合利华公司的战略动机和兼并对公司的潜在影响。运用竞争态势分析（SWOT）方法．从六个方面分析了联合利华公司两个成功案例。结合管理模式和国家文化的差异。关注社会文化与“战略性文化适应”。对联合利华最近5年来的成长战略和Best Foods公司战略核心要素进行了分析。评价了联合利华的战略发展和将来的战略发展方向。指出联合利华品牌减少战略体现出核心竞争,加强个人护理产品的生产．保持持续发展和竞争优势．以期达到相当的经济规模．是值得借鉴的成功经验。

Study on Unilever's Acquisition Strategy

With China's consumption market opening and the formation of economy scaling gradually,it is very useful to analyze British Unilever's Path to Growth Strategy.In accordance with the SWOT analysis,six theoretical key strategic perspectives based on portfolio management,divestment,globalization,reorganization(organization restructuring),acquisitions and value management(value creation strategy included) have been melted to evaluate Unilever's Path to Growth Strategy.In terms of simple acquisitions theories reviewed,the two acquisitions of Unilever 'Ben & Jerry's' have been critically evaluated for the strategic initiatives and the potential impact examined.The social and cultural issues have been strengthened in the Unilever's acquisition of Ben & Jerry's in accordance with the different management style and national cultures,especially "strategic culture fit" issue.The "strategic fit" analysis has been emphasized about the Unilever's acquisition of 'Best Foods' on the basis of the matching analysis of the core elements of Best Foods' corporate strategy and Unilever's 5-year Path to Growth Strategy.The development of strategy at Unilever and future strategic direction have been analyzed and assessed.The core competence can be obtained through the brand reduction strategy.For the integrating process of Path to Growth strategy,it is necessary to strengthen Health Personal Care sector to achieve an economic scale for sustaining growth and retain competitive advantages.