“蛇吞象”式民族品牌跨国并购后的品牌战略研究——跨文化视角  

The Research on Post-merger Brand Strategies for Chinese Local Brands in Cross-border M&A: A Cross-Cultural Study

作　　者：郭锐[1] 陶岚[1] 

机构地区：[1]中国地质大学(武汉)经济管理学院,湖北武汉430074

出　　处：《中国软科学》2013年第9期112-123,共12页China Soft Science

基　　金：国家自然科学基金项目"民族品牌跨国并购后的品牌战略研究"(71002072);中央高校基本科研业务费专项资金资助项目(G1323521113)和(G2012009B);教育部人文社科基金(12YJC630187)

摘　　要：中国民族品牌利用2009年金融危机和2011年欧债危机大举并购国外强势品牌,但"蛇吞象"式的跨国并购却造成了国内外消费者的认知失调。本研究从以往较少探讨的跨文化背景出发,围绕如何解决不同文化背景下消费者的认知失调,引入认知一致性、CBBE和跨文化相关理论,运用实验和线性混合模型等方法,寻求中美两种文化类型下民族品牌并购后的有效品牌战略和作用路径。有趣的发现是:对于中、美消费者,单一品牌、维持价格和原产地等保持"原汁原味"的并后品牌战略效果最好,而且这种战略在中国消费者效果更好;另外,在作用路径上品牌契合度在并后品牌战略和品牌绩效间都起着显著的中介作用。这些成果既丰富了现有品牌战略理论,又为民族品牌国际化提供重要实践指导。Chinese Local Brands （CLB） , since 2009 Financial Crsis and 2011 Euro-Debt Crisis, have acquired foreign famous and strong brands to accelerate their internationalization. However,＂ the weakers acquire the strongers＂ of crossborder M＆A leads to consumers＇cognitive dissonance（CCD）. The extant research concerned is silent on the the crossborder M＆A of the weaker brands on stronger ones from a cross-culture perspective. Thus,based on congitive sonnace, customer-based brand equtity （CBBE）and cross-culture theories, this study, from a cross-culture perspective, finds the way how to attenuate the CCD on the stronger ones. Consequently,it uses experiments and LME model to shed lights on brand strategies to mitigate CCD, i. e. , maintaining original country of origin, price and brand name, that the Chinese consumers are more prone to. Moreover ,this study reveals its solution mechanism to enhance brand equities of the arquirer and acquired,that is,brand fitness mediates the interaction effects among brand identity strategy and supporting marketing programs, and leveraging association strategy on brand equity regardless of the cultures. The conclusions enrich the research on cross-border brand strategy and CLB internationaliztion and offer vital implications for the prevalent crossborder M＆A of CLB at present.

关 键 词：中国民族品牌 弱并强 并后品牌战略 跨文化 

分 类 号：F272.3[经济管理—企业管理]