本文關(guān)鍵詞： 美的 并購(gòu) 品牌整合　出處：《蘇州大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 中國(guó)家電產(chǎn)業(yè)經(jīng)過改革開放30多年的發(fā)展,已進(jìn)入成熟期,企業(yè)間技術(shù)上的差距在不斷縮小,單純依靠產(chǎn)品差異已經(jīng)很難形成競(jìng)爭(zhēng)優(yōu)勢(shì),品牌競(jìng)爭(zhēng)已逐漸取代了以價(jià)格競(jìng)爭(zhēng)為主的市場(chǎng)競(jìng)爭(zhēng)的低級(jí)階段。市場(chǎng)競(jìng)爭(zhēng)日趨激烈,企業(yè)為了擴(kuò)大經(jīng)營(yíng)規(guī)模占領(lǐng)市場(chǎng),最大限度的追求資本性收益,企業(yè)間的并購(gòu)活動(dòng)日益頻繁,不少企業(yè)已從單一的產(chǎn)品擴(kuò)大到多個(gè)品種,由一個(gè)品牌發(fā)展為多個(gè)品牌運(yùn)作。如何做好企業(yè)品牌并購(gòu)后品牌整合工作,充分發(fā)揮企業(yè)內(nèi)多品牌合力作用,促進(jìn)企業(yè)更快更好發(fā)展,成為家電企業(yè)關(guān)注的重要課題。 本文以美的公司品牌并購(gòu)后品牌整合為例,對(duì)品牌整合的相關(guān)理論進(jìn)行系統(tǒng)研究,回顧了美的品牌并購(gòu)之路,同時(shí)也就其品牌整合中存在的問題進(jìn)行剖析,最后提出進(jìn)一步做好品牌整合的對(duì)策及建議。
[Abstract]:After more than 30 years of reform and opening up to the outside world, China's household appliance industry has entered a mature period, and the technological gap among enterprises has been narrowing. It is difficult to form a competitive advantage simply by relying on product differences. Brand competition has gradually replaced the lower stage of market competition, which is dominated by price competition. The market competition is becoming more and more intense. In order to expand the scale of operation and occupy the market, enterprises seek capital gains to the maximum extent. M & A activities among enterprises are becoming more and more frequent, many enterprises have expanded from a single product to multiple varieties, from one brand to multiple brand operation. It has become an important topic for household appliance enterprises to give full play to the multi-brand cooperation and promote the enterprises to develop faster and better. This article takes the brand integration after the brand merger and acquisition of the US company as an example, carries on the systematic research to the related theory of the brand integration, reviews the way of the brand merger and acquisition of the United States, and also analyzes the problems existing in the brand integration. Finally, the author puts forward the countermeasures and suggestions for further brand integration.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F271;F426.6

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 陸正華;厲靜;;基于逆經(jīng)濟(jì)周期下的企業(yè)品牌并購(gòu)策略分析——以金六福為例[J];會(huì)計(jì)之友(中旬刊);2010年09期

相關(guān)碩士學(xué)位論文 前2條

1 吳戴;我國(guó)企業(yè)海外品牌并購(gòu)研究[D];首都經(jīng)濟(jì)貿(mào)易大學(xué);2011年

2 張麗;企業(yè)并購(gòu)后的品牌整合研究[D];華東師范大學(xué);2011年

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本文編號(hào)：1534055