| 跨国并购的品牌资源整合策略选择 |
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| 引用本文： | 刘文纲.跨国并购的品牌资源整合策略选择[J].商业研究,2010(1). |
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| 作者姓名： | 刘文纲 |
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| 作者单位： | 北京工商大学,商学院,北京,100048 |
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| 基金项目： | 北京市人才强教计划项目,项目编号:PXM2009-014213-073628 |
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| 摘 要： | 在跨国并购中,并购双方品牌资源的整合是跨国并购整合管理的重要内容之一。并购方可以选择的品牌资源整合策略主要有:品牌收购、品牌租赁、贴牌、使用自有品牌、树立本土化的新品牌等。在对各种整合策略进行比较分析的基础上,以中国企业跨国并购案例为样本,选择MNL离散选择模型,对企业跨国并购的品牌资源整合策略选择问题进行实证分析。
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| 关 键 词： | 并购整合 品牌 品牌收购 品牌租赁 |
On Integration Strategic Selection of Brand Resources of Cross-border M & A |
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| LIU Wen-gang.On Integration Strategic Selection of Brand Resources of Cross-border M & A[J].Commercial Research,2010(1). |
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| Authors: | LIU Wen-gang |
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| Institution: | School of Business;Beijing Technology and Business University;Beijing 100048;China |
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| Abstract: | In the cross-border mergers and acquisitions,brand resource integration is an important part of integrated management of cross-border mergers and acquisitions.M & A party can choose the following brand resource integration strategies: brand acquisitions,brand rental,OEM,using its own brand,and establishing the localization new brands.Based on comparative analysis of various integration strategies,taking Chinese companies′ cross-border M&A case as a sample,the paper carries out empirical analysis of cross-border M&A brand integration strategy by choosing the MNL discrete choice model. |
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| Keywords: | M&A integration brands brand acquisitions brand rental |
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