企业并购后的品牌整合系统构建——基于复杂适应系统视角  

The Constructing Brand Integration System after Enterprises Merging and Acquisition Based on the Complex Adaptive Systems

作　　者：冯强[1] 

机构地区：[1]广东纺织职业技术学院,佛山528041

出　　处：《北京市经济管理干部学院学报》2010年第2期23-26,66,共5页Journal of Beijing Economic Management Institute

摘　　要：企业并购后的品牌整合是在复杂多变的环境中进行的,品牌整合系统是一个复杂适应系统。本文基于复杂适应系统(CAS)理论视角,分析了并购后品牌整合系统的特征和机制,依据品牌整合目标构建了企业并购后品牌整合系统。Brand integration system is a complex adaptive system in which the process of brand integration after enterprises merging and acquisition is promoted in a complicated and changeable environment. The paper analyzed the characteristics and mechanism of brand integration system after enterprise merging and acquisition, establishes brand integration system according to the goal of brand integration based on the complex adaptive system （CAS） theory.

关 键 词：复杂适应系统 企业并购 品牌整合系统 

分 类 号：F273.2[经济管理—企业管理]