跨国并购沟通中的心理距离策略——中粮收购澳大利亚Tully糖业案例研究  

Psychological Distance Strategies for Communication in Cross-border Merger and Acquisition:A Case Study on COFCO's Acquisition of Tully Sugar

作　　者：张景云[1] 刘畅[1] 杜新建[1] 

机构地区：[1]北京工商大学商学院,北京100048

出　　处：《管理案例研究与评论》2013年第6期488-500,共13页Journal of Management Case Studies

基　　金：国家社会科学基金项目"中国品牌跨文化传播战略研究"(12BXW038);"促进我国现代服务业发展的对策研究"(13BJY126);北京市哲学社会科学规划重点项目"北京‘老字号’品牌营销创新案例研究"(13JDJGA019);首都流通业研究基地项目"北京‘老字号’营销中存在的问题和对策研究"(JD-2013-YB-003);北京市属高校高层次人才引进与培养计划项目(长城学者培养计划项目;CIT&TCD20130310)

摘　　要：跨国并购是企业的重要战略决策,在并购实施过程中,企业不仅面临政治、法律、财务和员工绩效等风险,而且面临异域文化下的信息沟通风险。笔者对中粮收购澳大利亚Tully糖业进行单案例研究,从传播中的空间距离、社会距离和心理距离的关系入手,对跨国并购沟通中的心理距离策略进行研究,以期对其他企业跨国并购沟通提供借鉴。主要观点是,在跨国并购沟通中,企业须把握适度的心理距离策略:(1)设法拉近心理距离。一方面,企业可将人际传播和大众传播结合起来,通过贴近地域的沟通,通过拉近双方的空间距离和社会距离而拉近心理距离;另一方面,企业可通过利益互惠方式协调双方关系,通过拉近双方的社会距离而拉近心理距离。(2)必要时拉开心理距离。企业应适当保持低调,从传播范围和信息内容上进行必要的控制,以拉开认知距离;必要时采取较为强硬的态度,拉开态度距离,最终实现传播意图。Cross-border merger and acquisition （M＆A） is an important strategic decision for en-terprises. In the process of M＆A implementation, enterprises not only take political, legal, fi-nancial and employee performance risks, but also communication risks, especially at cross-culture circumstances. The authors conduct a single case study on communication strategies for COFCO＇ s acquisition of Tully Sugar to give reference for other companies with similar situations. The au-thors establish and employ the framework of the relationships among spatial distance, social dis-tance and psychological distance in the communication, and put forward the psychological dis-tance strategies for cross-border M＆A communication. The main arguments are that enterprises should keep moderate psychological distance in cross-border M＆A communication. （1）The en-terprises should try to shorten the psychological distance in cross-culture communication by shortening the spatial distance and social distance. On the one hand, enterprises could combine interpersonal communication with mass communication together and use varieties communication strategies approaching local publics, Including channels, media and information strategies, etc. On the other hand, enterprises should develop a mutually beneficial relationship with various pub-lics, thus narrow the psychological distance by shortening the social distance among them. （2）The enterprises should keep the psychological distance to some extent when necessary. By keeping the cognitional distance, enterprises need to control the content and dissemination scope of information, and sometimes take a tougher attitude if necessary to keep a certain psychological distance, in order to achieve the communication targets ultimately.

关 键 词：跨国并购 心理距离 跨文化传播 

分 类 号：F270[经济管理—企业管理]