并购后种业企业的品牌战略与市场定位  

Brand Strategy and Market Positioning of Seed Industry Enterprises after Mergers and Acquisitions

作　　者：李欢欢 Li Huanhuan(Xinyang Vocational and Technical College,Xinyang,464000)

机构地区：[1]信阳职业技术学院,信阳464000

出　　处：《分子植物育种》2024年第22期7594-7599,共6页Molecular Plant Breeding

基　　金：信阳市哲学社会科学规划项目(2019JJ083)资助。

摘　　要：本研究深入分析了“中信系”并购隆平高科的案例,探讨了并购后品牌战略调整和市场定位优化的策略。通过对“中信系”并购隆平高科案例的分析,揭示了品牌整合过程中的策略性方法,如品牌价值、文化和市场定位的深度融合,以及如何基于市场分析和客户需求进行市场定位的调整。通过对比分析其他种业企业并购案例,进一步讨论了并购成功的共通关键因素,以及并购对消费者品牌认知和市场份额的影响。在此基础上,本研究为并购后种业企业的品牌战略和市场定位提供了实践建议,同时讨论了研究的局限性和未来的研究方向。本研究期望通过理论与实践的结合,为种业企业提供并购决策的策略指导,为学术界提供关于并购后品牌战略与市场定位调整的深入见解。This study provided an in-depth analysis of the case of CITIC Group's acquisition of Longping High-Tech, and explored strategies for brand strategy adjustment and market positioning optimization after the acquisition. Through the analysis of the case of CITIC Group's acquisition of Longping High-Tech, the study revealed strategic methods in the brand integration process, such as the deep integration of brand value, culture, and market positioning, and how to adjust market positioning based on market analysis and customer needs. By comparing and analyzing other seed industry enterprise acquisition cases, it further discussed the common key factors for successful acquisitions, as well as the impact of acquisitions on consumer brand perception and market share.On this basis, the study provided practical suggestions for post-acquisition brand strategy and market positioning of seed industry enterprises, while discussing the limitations of the research and future research directions. The study aims to provide strategic guidance for seed industry enterprises' acquisition decisions through the combination of theory and practice and to offer in-depth insights into post-acquisition brand strategy and market positioning adjustments for the academic community.

关 键 词：种业企业 并购 中信系 隆平高科 品牌战略 市场定位 

分 类 号：F324.6[经济管理—产业经济] F271F273.2F274