雀巢集团在中国的并购策略研究

发布时间：2018-01-19 10:05

本文关键词： 雀巢并购战略品牌价值多元化　出处：《辽宁大学》2014年硕士论文　论文类型：学位论文

【摘要】：雀巢集团（以下简称之为“雀巢”）是一家举世闻名的老字号食品企业，至今已经历了一百多年的历史，是当今全球最大的食品制造商，也是世界上最大的跨国公司之一。雀巢能够获得成功的原因很多，但其并购战略是其获得成功的最有影响的、最为重要的战略。雀巢在发展过程中，在充分发挥自己的原始优势的基础上，通过不断的跨国并购，既缩短了在新的市场和领域的培育与耕耘周期，同时又可以充分利用原企业的销售渠道将产品渗透到东道国更广阔的二级和三级市场，实现了企业发展的多元化，树立企业国际化品牌的形象的目的，因此，雀巢被食品界称为“并购的狂人”。作为一个老字号企业，雀巢如何能在竞争如此激烈的世界市场中还拥有如此强大的竞争力，是值得我们研究和借鉴的。基于此，本文重点研究雀巢在中国的并购策略。雀巢进入中国市场以来并购了中国的很多民营企业，从开始的并购太太乐到近期并购徐福记，雀巢通过并购在中国市场上发展迅速。通过研究这些案例可以洞察出雀巢在中国市场扩展策略的特征与动向。本论文由绪论和正文四章共计五部分组成。绪论部分主要是对论文的选题意义、国内外研究现状、论文的研究方法进行了研究。在此基础上，论文首先研究了企业并购战略的相关理论，，包括跨国并购代表性的理论、跨国并购的不同类型、并购的动因和阻碍等，并在国内外学者关于并购战略的研究现状的基础上，从理论延伸到实践中，分析了雀巢在中国并购的案例，从早期的太太乐到近期的徐福记，在分析了这些并购案例发生的背景、过程、影响的基础上进行了总结，从而得出了雀巢在中国进行并购的动因、风险、主要内容及并购后的整合，最后从中总结了经验，给我国企业跨国并购的发展提供一些启示。
[Abstract]:Nestle Group (hereinafter referred to as "Nestle") is a world-famous food enterprise, has experienced more than 100 years of history, is the world's largest food manufacturers. Nestl 茅 is one of the largest multinational companies in the world. Nestl 茅 has many reasons for success, but its M & A strategy is the most influential and important strategy. Nestl 茅 is in the process of development. On the basis of giving full play to their original advantages, the cultivation and cultivation cycle in the new market and field has been shortened through continuous cross-border mergers and acquisitions. At the same time, we can make full use of the original enterprise's sales channels to infiltrate the products into the host country's broader secondary and tertiary markets, realize the diversification of enterprise development, and set up the image of the enterprise's international brand. Nestl 茅 is called the "M & A Mad Man" by the food industry. As an old enterprise, how can Nestle have such a strong competitiveness in such a competitive world market is worthy of our study and reference. Based on this, this paper focuses on the M & A strategy of Nestle in China. Since Nestle entered the Chinese market, it has acquired many private enterprises in China, from the beginning of the M & A wife Le to the recent M & A of Xu Fu Ji. Nestl 茅 has developed rapidly in the Chinese market through mergers and acquisitions. By studying these cases, we can find out the characteristics and trends of Nestl 茅's expansion strategy in China. This paper is composed of five parts: introduction and four chapters. The introduction is mainly about the significance of the topic, the research status at home and abroad, the research methods of the paper. On this basis. Firstly, this paper studies the relevant theories of M & A strategy, including the representative theory of cross-border M & A, the different types of cross-border M & A, the motivation and obstacles of M & A. And on the basis of domestic and foreign scholars on the status quo of M & A strategy, from theory to practice, analyzed the case of Nestle M & A in China, from the early wife music to the recent Xu Fu Ji. On the basis of analyzing the background, process and influence of these M & A cases, the author concludes the motivation, risk, main content and integration after M & A of Nestl 茅 in China. Finally, it summarizes the experience and provides some enlightenment for the development of transnational M & A in our country.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F271;F416.82

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