品牌并购绩效及其影响因素研究

产品、服务的同质化趋势导致品牌成为企业战略财富和竞争优势的主要源泉,通过并购方式取得品牌或品牌相关资源有助于企业快速进入新市场、拓展销售渠道、提升品牌内涵,导致品牌并购呈上升趋势。品牌并购可被视为一种支付较高品牌溢价从外部获取品牌资产并进行品牌整合的资本运营方式。品牌并购绩效中长期呈下降趋势;每股未分配利润与品牌并购绩效显著正相关,并购公司内部充足的留存积累有利于后期整合工作的开展,同属管辖与品牌并购绩效显著正相关。

Research on Brand M&A Performance and Impact Factors

Product or service provided by companies shows an apparent trend of homogeneity, which makes brand the main source of competition advantage and company＇s strategic wealth. To gain brand or brand related resources through M＆A can help companies to quickly enter a new market, expand distribution channels and enhance brand connotation. Based on literature review on existing brand M＆A research result, the thesis defined brand M＆A as a way of capital operation which is in order to gain brand equity through paying relatively high premiums. Brand acquisition performance long-term downward trend; undistributed profits per share and brand acquisition is significantly related to performance, keep internal adequate acquisition accumulation contributes to the later integration work, belong to the jurisdiction and brand acquisition is significantly related to performance.