安科生物公司并购后品牌整合策略研究

发布时间：2018-03-24 08:54

本文选题：医药企业　切入点：并购　出处：《安徽大学》2017年硕士论文

【摘要】：医药企业的研发投入巨大、新产品开发周期长、风险高等特点,使得其内生增长面临层层障碍,而外部并购无疑成为其快速发展的重要战略。同时,由于关系到大众的健康和生命安全,医药行业从生产到销售以及品牌推广等过程一直受到政府的严格监管,其品牌资源既宝贵又很特殊,相对于其他行业,医药行业并购后品牌整合的意义显得尤为重要。目前关于企业并购后品牌整合的研究大都集中在整合的方式方法上,而双方的品牌如何取舍、品牌的角色如何定位,资源向哪些品牌集中等等问题,都没有进行深入的研究。本文针对以上问题,以医药行业为背景,对并购理论、品牌理论和品牌整合相关理论进行了梳理,并分析了医药行业的特殊性以及在品牌管理上普遍存在的问题,以安科生物公司为典型案例,引入矩阵模型的战略分析方法,对企业并购后繁杂的品牌系统进行了量化研究,最终为企业构造出品牌整合方案,并提出了相关策略和建议。
[Abstract]:The huge investment in R & D of pharmaceutical enterprises, the long development cycle of new products and the high risk make their endogenous growth face many obstacles, while external mergers and acquisitions undoubtedly become an important strategy for their rapid development. As the health and safety of the public, the pharmaceutical industry from production to sales and brand promotion and other processes have been strictly monitored by the government, its brand resources are valuable and very special, compared with other industries, The significance of brand integration after M & A in pharmaceutical industry is particularly important. At present, most of the researches on brand integration after M & A are focused on the ways and methods of integration, and how to choose and choose the brands and how to position the roles of the brands. There is no in-depth study on which brands are concentrated in resources. In view of the above problems, this paper combs the M & A theory, brand theory and brand integration theory in the context of the pharmaceutical industry. This paper also analyzes the particularity of pharmaceutical industry and the common problems in brand management. Taking Anke Biological Company as a typical case and introducing the strategic analysis method of matrix model, this paper makes a quantitative study on the complex brand system after M & A. Finally, it constructs a brand integration scheme for enterprises, and puts forward relevant strategies and suggestions.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.72;F271;F273.2

【参考文献】