論企業(yè)并購后的品牌策略

論文編號(hào):CW179  論文字?jǐn)?shù):14367,頁數(shù):21

論企業(yè)并購后的品牌策略

摘   要

    品牌是目標(biāo)消費(fèi)者及公眾對(duì)于某一特定事物心理的﹑生理的﹑綜合性的肯定性感受和評(píng)價(jià)的結(jié)晶物。品牌也日益成為了引導(dǎo)消費(fèi)者進(jìn)行購買的一個(gè)關(guān)鍵的差異化因素。企業(yè)以品牌為焦點(diǎn)，圍繞它來確定如何通過獨(dú)特的方式將價(jià)值傳遞給顧客，并因此獲取利潤(rùn)，從而鞏固其市場(chǎng)地位。隨著全球經(jīng)濟(jì)一體化，21世紀(jì)的市場(chǎng)競(jìng)爭(zhēng)日益激烈。為了改變自身的競(jìng)爭(zhēng)實(shí)力，許多企業(yè)試圖通過產(chǎn)業(yè)重組和企業(yè)并購來擴(kuò)大企業(yè)規(guī)模，提高企業(yè)的規(guī)模經(jīng)濟(jì)效益。本文首先分析了企業(yè)并購的動(dòng)因及并購后品牌對(duì)于企業(yè)的重要性；其次對(duì)影響并購后品牌發(fā)展的因素、品牌戰(zhàn)略進(jìn)行了分析，并提出了自己的對(duì)策和建議；最后通過案例進(jìn)一步對(duì)其說明。

關(guān)鍵詞：企業(yè)并購；品牌；品牌策略

Brand Strategy of Merged
Enterprise

Abstract

 Brand is the target consumers and public for a specific physiological, physical, comprehensive unfashionably positive feelings and eva luation of results. Brand has increasingly become the guide consumers to purchase the key factors. Enterprise with the brand for focus, surrounded it to determine how through the unique style will transfer to the customer value, and therefore the profit, thus consolidate its market position. Along with the global economy integration, the 21st century's intense market competition. In order to change their competitive strength, many enterprises attempts through the industrial restructuring and enterprise merger to expand enterprise scale, improve the size of the enterprise economic benefits. This paper first analyzes the enterprise merger agent and after the merger of enterprises brand for importance; Secondly influence after the merger brand development factors, and brand strategy are analyzed, and puts forward the author's own countermeasure and the suggestion, Final examples of its description.

Keywords: Enterprise merger; brand; Brand strategy

目錄
1 緒論 1
1.1 研究背景 1
1.2 選題目的、意義 1
2 概述 3
2.1 并購的動(dòng)機(jī) 3
2.2 企業(yè)并購后的品牌重要性 4
2.2.1 品牌是企業(yè)的生命線 4
2.2.2 品牌的潛在重要性 5
2.2.3 品牌對(duì)企業(yè)的重要性 5
2.2.4 品牌對(duì)消費(fèi)者的重要性 5
2.3 品牌的戰(zhàn)略類型及目標(biāo) 6
2.3.1 品牌的四種戰(zhàn)略類型 6
2.3.2 品牌的戰(zhàn)略目標(biāo) 7
3 影響并購后品牌發(fā)展的因素 8
3.1 戰(zhàn)略目標(biāo) 8
3.2 資金量 8
4 并購后品牌策略分析 9
4.1 統(tǒng)一品牌策略分析 9
4.2 產(chǎn)品品牌策略分析 9
4.3 品牌策略適用條件 10
4.3.1 統(tǒng)一品牌策略的適用條件 10
4.3.2 多品牌策略的適用條件 11
5 案例分析 12
5.1 多品牌到統(tǒng)一品牌案例——瑞銀集團(tuán) 12
5.2 統(tǒng)一品牌案例——三鹿集團(tuán) 13
5.3 多品牌策略案例——寶潔公司 14
6 結(jié)束語 16
參考文獻(xiàn) 17
致謝 18