“蛇吞象”式民族品牌跨国并购后的品牌战略研究——跨文化视角

发布时间：2018-09-09 18:03

【摘要】：中国民族品牌利用2009年金融危机和2011年欧债危机大举并购国外强势品牌,但"蛇吞象"式的跨国并购却造成了国内外消费者的认知失调。本研究从以往较少探讨的跨文化背景出发,围绕如何解决不同文化背景下消费者的认知失调,引入认知一致性、CBBE和跨文化相关理论,运用实验和线性混合模型等方法,寻求中美两种文化类型下民族品牌并购后的有效品牌战略和作用路径。有趣的发现是:对于中、美消费者,单一品牌、维持价格和原产地等保持"原汁原味"的并后品牌战略效果最好,而且这种战略在中国消费者效果更好;另外,在作用路径上品牌契合度在并后品牌战略和品牌绩效间都起着显著的中介作用。这些成果既丰富了现有品牌战略理论,又为民族品牌国际化提供重要实践指导。
[Abstract]:Chinese national brands made use of the financial crisis in 2009 and the European debt crisis in 2011 to acquire powerful foreign brands on a large scale, but the "snake swallowing" type of cross-border mergers and acquisitions caused the cognitive imbalance of consumers at home and abroad. Based on the cross-cultural background which has been seldom discussed in the past, this study focuses on how to solve the cognitive disorder of consumers in different cultural backgrounds, and introduces the cognitive consistency CBBE and cross-cultural related theories, and applies the methods of experiment and linear mixed model, etc. To seek the effective brand strategy and the function path after the national brand merger and acquisition under the two cultural types of China and the United States. The interesting findings are: for Chinese, American consumers, a single brand, maintaining price and origin to maintain the "original" after the brand strategy is the best, and this strategy is more effective in Chinese consumers; in addition, The degree of brand fit plays a significant intermediary role between brand strategy and brand performance. These achievements not only enrich the existing brand strategy theory, but also provide important practical guidance for national brand internationalization.
【作者单位】：中国地质大学(武汉)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) 中央高校基本科研业务费专项资金资助项目(G1323521113)和(G2012009B) 教育部人文社科基金(12YJC630187)
【分类号】：F273.2

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