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在国家推行“走出去”战略的指引下,通过并购手段实现既定的战略目标已成为中国企业推进经营国际化的一个重要战略选择。但是,国内知名品牌的企业在实施跨国并购后面临的首要问题就是品牌如何扩张,是多品牌运作还是维续单一品牌?如何实施有效的品牌延伸?如何提升品牌价值?这些对于企业充分发挥并购的协同效应,实现经营资产、规模和能力的有效扩张,意义重大而深远。
Guided by the national strategy of “going global”, achieving the stated strategic goals through mergers and acquisitions has become an important strategic choice for Chinese enterprises to promote the internationalization of their operations. However, the first major problems faced by domestic well-known brand enterprises after the implementation of cross-border mergers and acquisitions are how the brand expands, whether multi-brand operation or single brand sustainability? How to implement effective brand extension? How to enhance the brand value? Synergistic effect, to achieve the effective expansion of operating assets, size and ability, significant and far-reaching.