品牌整合战略及品牌整合本质的探索性研究  

Exploratory research on brand integration strategy and the essence of brand integration

作　　者：胡俊男[1] 董大海[1] 刘瑞明[1] 

机构地区：[1]大连理工大学管理学院,辽宁大连116024

出　　处：《科技与管理》2012年第4期29-34,共6页Science-Technology and Management

基　　金：教育部"新世纪优秀人才支持计划"项目(NCET)

摘　　要：在当前企业大规模并购的现实背景下,结合并购后品牌整合领域的研究成果,采用多案例分析法,对横向并购后品牌整合战略及品牌整合的本质进行了探索性研究。研究表明:提升战略、独立战略和边缘化战略是3种基本的品牌整合战略类型,是推演其他多种战略类型的基础;品牌整合的本质是以品牌为核心重新配置营销资源。该研究结论不仅丰富了品牌整合领域的研究成果,同时对品牌管理实践也具有重要的参考价值。In view of today＇s large-scale mergers and acquisitions （M＆As）,the paper makes an in-depth multi-case study on brand integration strategy and the essence of brand integration after horizontal M＆As based on current researches on brand integration after M＆As. The results show that： promoting, independent and marginalized are three＇, basic brand integration strategies.On the basis of these three strategies,many other strategies can be deduced. The essence of brand integration is reallocating marketing resources with brand at the core. The conclusions not only make certain contributions to brand integration theory, but also offer some valuable guidance to brand management practice.

关 键 词：横向并购 品牌整合战略 品牌整合本质 案例分析 

分 类 号：F270[经济管理—企业管理]