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并购企业营销整合战略的研究

发布时间:2019-03-27 17:22
【摘要】:在企业发展中,专业化与多元化的争议并不存在绝对的是与非。对于我国成长型企业来说,细分市场集中企业资源,培育核心竞争力,不断巩固和壮大所在领域的竞争地位,,这是实现企业阶段性目标理性的选择。近年来,由于市场竞争的结果,企业之间的并购在国内有很多,有整合成功的案例,但是失败的案例更多,其中有很多是因为营销整合的失败。并购企业在获得目标企业的经营权或股权之后,在企业发展战略、组织结构、人力资源、企业文化、营销整合方面等安排的不完整,从而导致并购企业没有实现企业预期。 本论文以我国专用汽车行业中最大的企业集团——Z车辆集团为研究背景。简单阐述Z车辆集团的成立、发展的过程,以营销整合战略的角度,分析Z车辆集团在企业并购协同、企业文化整合以及具体营销整合行动方面的不足之处;通过并对Z车辆集团战略规划的分析,给出管理制度、信息沟通网络、销售决策系统、营销理念、品牌推广等营销整合方面的建议。 并购不是企业经营要素的简单相加,而是企业经营战略布局的全面整合,通过整合实现经营、管理、财务和战略协同效应。营销整合是企业并购的龙头,销售的成功与否关系着企业的生命。以Z车辆集团营销整合战略为研究对象,本文营销整合的角度,对于企业并购的战略规划、组织结构、企业文化整合、人力资源整合等方面给出了具体的建议。
[Abstract]:In the development of enterprises, there is no absolute dispute between specialization and diversification. For the growing enterprises in our country, it is a rational choice to concentrate the enterprise resources, cultivate the core competence, consolidate and strengthen the competitive position in the field, which is the rational choice to realize the stage goal of the enterprise. In recent years, as a result of market competition, there are many successful cases of merger and acquisition among enterprises in China, but there are more cases of failure, many of which are due to the failure of marketing integration. After acquiring the management right or the stock right of the target enterprise, the merger and acquisition enterprise has not realized the enterprise expectation because of the incomplete arrangement in the aspects of enterprise development strategy, organization structure, human resources, enterprise culture, marketing integration and so on. This paper takes Z vehicle Group, the largest enterprise group in China's special purpose vehicle industry, as the research background. This paper briefly expounds the establishment and development of Z vehicle Group, and analyzes the deficiencies of Z vehicle Group in the aspects of enterprise merger and acquisition synergy, enterprise culture integration and specific marketing integration action from the angle of marketing integration strategy. Through the analysis of Z vehicle Group's strategic planning, this paper gives some suggestions on marketing integration, such as management system, information communication network, sales decision system, marketing concept, brand promotion and so on. M & A is not a simple addition of business elements, but an all-round integration of business strategy layout, through which the synergy of operation, management, finance and strategy can be realized. Marketing integration is the leader of M & A, and the success of sales is related to the life of the enterprise. Taking the marketing integration strategy of Z-vehicle Group as the research object, this paper gives some concrete suggestions on the strategic planning, organization structure, enterprise culture integration and human resources integration of M & A from the angle of marketing integration in this paper.
【学位授予单位】:天津大学
【学位级别】:硕士
【学位授予年份】:2013
【分类号】:F271;F274;F426.471

【参考文献】

相关期刊论文 前6条

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