本文關(guān)鍵詞： 雀巢 并購(gòu)戰(zhàn)略 品牌價(jià)值 多元化　出處：《遼寧大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：雀巢集團(tuán)（以下簡(jiǎn)稱之為“雀巢”）是一家舉世聞名的老字號(hào)食品企業(yè)，至今已經(jīng)歷了一百多年的歷史，是當(dāng)今全球最大的食品制造商，也是世界上最大的跨國(guó)公司之一。雀巢能夠獲得成功的原因很多，但其并購(gòu)戰(zhàn)略是其獲得成功的最有影響的、最為重要的戰(zhàn)略。雀巢在發(fā)展過程中，在充分發(fā)揮自己的原始優(yōu)勢(shì)的基礎(chǔ)上，通過不斷的跨國(guó)并購(gòu)，既縮短了在新的市場(chǎng)和領(lǐng)域的培育與耕耘周期，同時(shí)又可以充分利用原企業(yè)的銷售渠道將產(chǎn)品滲透到東道國(guó)更廣闊的二級(jí)和三級(jí)市場(chǎng)，實(shí)現(xiàn)了企業(yè)發(fā)展的多元化，樹立企業(yè)國(guó)際化品牌的形象的目的，因此，雀巢被食品界稱為“并購(gòu)的狂人”。作為一個(gè)老字號(hào)企業(yè)，雀巢如何能在競(jìng)爭(zhēng)如此激烈的世界市場(chǎng)中還擁有如此強(qiáng)大的競(jìng)爭(zhēng)力，是值得我們研究和借鑒的。 基于此，本文重點(diǎn)研究雀巢在中國(guó)的并購(gòu)策略。雀巢進(jìn)入中國(guó)市場(chǎng)以來并購(gòu)了中國(guó)的很多民營(yíng)企業(yè)，從開始的并購(gòu)太太樂到近期并購(gòu)徐福記，雀巢通過并購(gòu)在中國(guó)市場(chǎng)上發(fā)展迅速。通過研究這些案例可以洞察出雀巢在中國(guó)市場(chǎng)擴(kuò)展策略的特征與動(dòng)向。 本論文由緒論和正文四章共計(jì)五部分組成。緒論部分主要是對(duì)論文的選題意義、國(guó)內(nèi)外研究現(xiàn)狀、論文的研究方法進(jìn)行了研究。在此基礎(chǔ)上，論文首先研究了企業(yè)并購(gòu)戰(zhàn)略的相關(guān)理論，，包括跨國(guó)并購(gòu)代表性的理論、跨國(guó)并購(gòu)的不同類型、并購(gòu)的動(dòng)因和阻礙等，并在國(guó)內(nèi)外學(xué)者關(guān)于并購(gòu)戰(zhàn)略的研究現(xiàn)狀的基礎(chǔ)上，從理論延伸到實(shí)踐中，分析了雀巢在中國(guó)并購(gòu)的案例，從早期的太太樂到近期的徐福記，在分析了這些并購(gòu)案例發(fā)生的背景、過程、影響的基礎(chǔ)上進(jìn)行了總結(jié)，從而得出了雀巢在中國(guó)進(jìn)行并購(gòu)的動(dòng)因、風(fēng)險(xiǎn)、主要內(nèi)容及并購(gòu)后的整合，最后從中總結(jié)了經(jīng)驗(yàn)，給我國(guó)企業(yè)跨國(guó)并購(gòu)的發(fā)展提供一些啟示。
[Abstract]:Nestle Group (hereinafter referred to as "Nestle") is a world-famous food enterprise, has experienced more than 100 years of history, is the world's largest food manufacturers. Nestl 茅 is one of the largest multinational companies in the world. Nestl 茅 has many reasons for success, but its M & A strategy is the most influential and important strategy. Nestl 茅 is in the process of development. On the basis of giving full play to their original advantages, the cultivation and cultivation cycle in the new market and field has been shortened through continuous cross-border mergers and acquisitions. At the same time, we can make full use of the original enterprise's sales channels to infiltrate the products into the host country's broader secondary and tertiary markets, realize the diversification of enterprise development, and set up the image of the enterprise's international brand. Nestl 茅 is called the "M & A Mad Man" by the food industry. As an old enterprise, how can Nestle have such a strong competitiveness in such a competitive world market is worthy of our study and reference. Based on this, this paper focuses on the M & A strategy of Nestle in China. Since Nestle entered the Chinese market, it has acquired many private enterprises in China, from the beginning of the M & A wife Le to the recent M & A of Xu Fu Ji. Nestl 茅 has developed rapidly in the Chinese market through mergers and acquisitions. By studying these cases, we can find out the characteristics and trends of Nestl 茅's expansion strategy in China. This paper is composed of five parts: introduction and four chapters. The introduction is mainly about the significance of the topic, the research status at home and abroad, the research methods of the paper. On this basis. Firstly, this paper studies the relevant theories of M & A strategy, including the representative theory of cross-border M & A, the different types of cross-border M & A, the motivation and obstacles of M & A. And on the basis of domestic and foreign scholars on the status quo of M & A strategy, from theory to practice, analyzed the case of Nestle M & A in China, from the early wife music to the recent Xu Fu Ji. On the basis of analyzing the background, process and influence of these M & A cases, the author concludes the motivation, risk, main content and integration after M & A of Nestl 茅 in China. Finally, it summarizes the experience and provides some enlightenment for the development of transnational M & A in our country.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F271;F416.82

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