美的公司品牌并购整合策略研究

发布时间：2018-02-25 15:14

本文关键词： 美的并购品牌整合　出处：《苏州大学》2009年硕士论文　论文类型：学位论文

【摘要】： 中国家电产业经过改革开放30多年的发展,已进入成熟期,企业间技术上的差距在不断缩小,单纯依靠产品差异已经很难形成竞争优势,品牌竞争已逐渐取代了以价格竞争为主的市场竞争的低级阶段。市场竞争日趋激烈,企业为了扩大经营规模占领市场,最大限度的追求资本性收益,企业间的并购活动日益频繁,不少企业已从单一的产品扩大到多个品种,由一个品牌发展为多个品牌运作。如何做好企业品牌并购后品牌整合工作,充分发挥企业内多品牌合力作用,促进企业更快更好发展,成为家电企业关注的重要课题。本文以美的公司品牌并购后品牌整合为例,对品牌整合的相关理论进行系统研究,回顾了美的品牌并购之路,同时也就其品牌整合中存在的问题进行剖析,最后提出进一步做好品牌整合的对策及建议。
[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.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F271;F426.6

【引证文献】