以品牌并购建立国际品牌:基于后进国家企业视角  

Building International Brand Based on Brand Merger and Acquisition:The Perspective of the Enterprises in the Developing Countries

作　　者：汪涛[1] 刘继贤[1] 崔楠[1] 

机构地区：[1]武汉大学经济与管理学院,湖北武汉430072

出　　处：《中国地质大学学报（社会科学版）》2011年第1期9-16,共8页Journal of China University of Geosciences(Social Sciences Edition)

基　　金：国家自然科学基金资助项目"中国民族品牌跨国经营中的成功转化:制度理论的视角"(70972092);教育部"新世纪优秀人才支持计划";武汉大学人文社会科学"70"后学者学术团队建设计划的支持

摘　　要：采用跨案例研究方法,通过对联想收购IBM的PC部门和明基收购西门子手机部门的两个案例进行分析,探究后进国家企业如何通过并购世界知名品牌来建立自有品牌。研究结果显示,收购健康程度较好的品牌、弱化企业的原产地形象、在并购最初阶段维持被购品牌的品牌内涵、采取渐进式的品牌整合方式以及塑造与被购品牌相匹配的品牌形象有助于后进国家企业建立国际品牌。This paper uses multiple-case study to discuss brand building based on brand MA.The two cases used are Lenovo＇s acquiring Thinkpad,the PC department of IBM,and BenQ＇s acquiring Siemens＇ telephone department.The case study shows that： acquiring brands which are in good conditions is a good choice for enterprises in developing countries;weakening the image of the origin country will assist enterprises in developing countries to obtain consumers and to improve their brands＇ image;maintaining the connotation of the acquired brand and adopting a progressive integration strategy is beneficial for these enterprises;and the fit between their brands and the acquired brand is also helpful for enterprises in developing countries to build a strong international brand image.

关 键 词：品牌并购 国际品牌 后进国家企业 

分 类 号：F273.2[经济管理—企业管理]