论企业并购后的品牌策略

论文编号:CW179  论文字数:14367,页数:21

论企业并购后的品牌策略

摘   要

    品牌是目标消费者及公众对于某一特定事物心理的﹑生理的﹑综合性的肯定性感受和评价的结晶物。品牌也日益成为了引导消费者进行购买的一个关键的差异化因素。企业以品牌为焦点，围绕它来确定如何通过独特的方式将价值传递给顾客，并因此获取利润，从而巩固其市场地位。随着全球经济一体化，21世纪的市场竞争日益激烈。为了改变自身的竞争实力，许多企业试图通过产业重组和企业并购来扩大企业规模，提高企业的规模经济效益。本文首先分析了企业并购的动因及并购后品牌对于企业的重要性；其次对影响并购后品牌发展的因素、品牌战略进行了分析，并提出了自己的对策和建议；最后通过案例进一步对其说明。

关键词：企业并购；品牌；品牌策略

Brand Strategy of Merged
Enterprise

Abstract

 Brand is the target consumers and public for a specific physiological, physical, comprehensive unfashionably positive feelings and evaluation of results. Brand has increasingly become the guide consumers to purchase the key factors. Enterprise with the brand for focus, surrounded it to determine how through the unique style will transfer to the customer value, and therefore the profit, thus consolidate its market position. Along with the global economy integration, the 21st century's intense market competition. In order to change their competitive strength, many enterprises attempts through the industrial restructuring and enterprise merger to expand enterprise scale, improve the size of the enterprise economic benefits. This paper first analyzes the enterprise merger agent and after the merger of enterprises brand for importance; Secondly influence after the merger brand development factors, and brand strategy are analyzed, and puts forward the author's own countermeasure and the suggestion, Final examples of its description.

Keywords: Enterprise merger; brand; Brand strategy

目录
1 绪论 1
1.1 研究背景 1
1.2 选题目的、意义 1
2 概述 3
2.1 并购的动机 3
2.2 企业并购后的品牌重要性 4
2.2.1 品牌是企业的生命线 4
2.2.2 品牌的潜在重要性 5
2.2.3 品牌对企业的重要性 5
2.2.4 品牌对消费者的重要性 5
2.3 品牌的战略类型及目标 6
2.3.1 品牌的四种战略类型 6
2.3.2 品牌的战略目标 7
3 影响并购后品牌发展的因素 8
3.1 战略目标 8
3.2 资金量 8
4 并购后品牌策略分析 9
4.1 统一品牌策略分析 9
4.2 产品品牌策略分析 9
4.3 品牌策略适用条件 10
4.3.1 统一品牌策略的适用条件 10
4.3.2 多品牌策略的适用条件 11
5 案例分析 12
5.1 多品牌到统一品牌案例——瑞银集团 12
5.2 统一品牌案例——三鹿集团 13
5.3 多品牌策略案例——宝洁公司 14
6 结束语 16
参考文献 17
致谢 18