民族品牌跨国并购后的动态品牌战略

发布时间：2018-02-20 14:55

本文关键词： 弱并强民族品牌并后品牌战略动态视角　出处：《经济管理》2013年01期 　论文类型：期刊论文

【摘要】：自2009年金融危机和2011年欧债危机爆发以来,民族品牌大举并购国外强势品牌,但"蛇吞象"式的跨国并购背后却是消费者的认知失调及其动态变化。以往研究较少涉及解决此认知失调的动态品牌战略研究。因而,本文从"弱并强"后的动态视角出发,围绕如何长期有效减轻该认知失调,引入认知一致性和CBBE理论,运用动态实验和线性混合模型等方法深入剖析并购后动态品牌战略。有趣的发现是:随着时间的推移,虽然并后品牌的名称变化(品牌要素战略)和价格变化(营销支持战略)一起减少该认知失调的作用会随时间增强,但相对于其名称变化,价格变化更能减少该认知失调。这些成果既丰富了现有品牌战略管理理论,又为民族品牌国际化提供了重要的战略指导。
[Abstract]:Since the outbreak of the financial crisis in 2009 and the European debt crisis in 2011, national brands have acquired powerful foreign brands on a large scale. But behind the "snake swallow" type of cross-border M & A is the consumers' cognitive disorder and its dynamic changes. Previous studies have rarely involved in the dynamic brand strategy to solve this cognitive imbalance. Therefore, this paper starts from the dynamic perspective of "weak and strong". Focusing on how to effectively alleviate this cognitive disorder in the long term, this paper introduces the theory of cognitive consistency and CBBE, and analyzes the dynamic brand strategy after M & A by using dynamic experiments and linear mixed models, etc. The interesting findings are: over time, While the effect of the later brand name change (brand element strategy) and price change (marketing support strategy) on reducing this cognitive disorder increases over time, relative to its name change, These results not only enrich the existing brand strategic management theory, but also provide important strategic guidance for national brand internationalization.
【作者单位】：中国地质大学经济管理学院;
【基金】：国家自然科学基金项目“民族品牌跨国并购后的品牌战略研究”(71002072);“合理性视角下的绿色品牌信任战略及其影响机制研究”(71272063) 中央高校基本科研业务费专项资金资助项目“中国本土品牌跨国并购后的品牌战略研究:基于认知一致性理论”(G1323521113)
【分类号】：F273.2

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