企业集团品牌整合战略探析  

An Analysis on Strategy for Integrating Conglomerate Brand

作　　者：陆军伟[1] 

机构地区：[1]南宁职业技术学院审计室,广西南宁530008

出　　处：《南宁职业技术学院学报》2008年第5期69-72,共4页Journal of Nanning College for Vocational Technology

摘　　要：随着中国市场经济的不断发展,企业面临的市场竞争愈发激烈,其破产、兼并、合并等各种活动也愈发频繁,新的企业集团,不仅面临着资源、文化的整合,同样也面临着品牌的战略整合等问题。通过对品牌整合战略内涵的诠释,分析了其对集团发展的重要性,进而设计出集团品牌整合的战略方案,为企业带来丰厚利润。With the development of market economy in China, enterprises faces increasingly fierce market competitions, and the merging and bankruptcy of enterprises takes place more frequently. The newly born conglomerates face integration of re- sources and culture, and strategic integration of brands as well. In light of interpre- tation of connotations of brand integration strategy, the article analyzes its importance for conglomerates development and develops a strategic planning for integrating conglomerate brands to bring substantial commercial profits for enterprises.

关 键 词：企业集团:品牌 整合战略 

分 类 号：F272.3[经济管理—企业管理]