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《中國(guó)企業(yè)海外品牌并購(gòu)面臨的問(wèn)題與應(yīng)對(duì)策略探究》由會(huì)員上傳分享,免費(fèi)在線閱讀,更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫(kù)。
1、對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)碩士學(xué)位論文中國(guó)企業(yè)海外品牌并購(gòu)面臨的問(wèn)題與應(yīng)對(duì)策略探究姓名:路煒平申請(qǐng)學(xué)位級(jí)別:碩士專業(yè):國(guó)際貿(mào)易學(xué)指導(dǎo)教師:盧進(jìn)勇201103摘要達(dá)沃斯世界經(jīng)濟(jì)論壇曾經(jīng)提出未來(lái)世界經(jīng)濟(jì)版圖將以品牌劃分天下。近年來(lái),越來(lái)越多的中國(guó)企業(yè)實(shí)力不斷增強(qiáng),業(yè)務(wù)在全球范圍不斷擴(kuò)張,對(duì)品牌走向國(guó)際化的要求變得越來(lái)越迫切。但是品牌建設(shè)需要有一個(gè)長(zhǎng)期過(guò)程,在短時(shí)間內(nèi)打造出世界級(jí)品牌是相當(dāng)困難的,于是不少企業(yè)選擇了海外品牌并購(gòu)這條捷徑。通過(guò)并購(gòu)海外品牌推動(dòng)自有品牌的發(fā)展和擴(kuò)張,從而迅速實(shí)現(xiàn)品牌國(guó)際化,這是中國(guó)企業(yè)的初衷。而事實(shí)上由于自身實(shí)力有限、管理整合國(guó)
2、外品牌經(jīng)驗(yàn)不足、外國(guó)保護(hù)主義政策干預(yù)等各種原因,中國(guó)企業(yè)能夠并購(gòu)到的往往是東道國(guó)一些老fEt過(guò)時(shí)或者成長(zhǎng)困難的品牌,這樣的并購(gòu)?fù)瓿芍蟾鼤?huì)遇到一系列問(wèn)題和困境。筆者試圖通過(guò)本文總結(jié)歸納企業(yè)海外品牌并購(gòu)相關(guān)理論研究成果,全面分析我國(guó)企業(yè)海外品牌并購(gòu)的現(xiàn)狀,比較國(guó)內(nèi)外企業(yè)品牌并購(gòu)的差異,找出存在的問(wèn)題并盡力找到應(yīng)對(duì)策略。一方面,希望能夠彌補(bǔ)目前國(guó)內(nèi)在我國(guó)企業(yè)海外品牌并購(gòu)這一領(lǐng)域研究的相對(duì)不足,進(jìn)一步充實(shí)企業(yè)海外品牌并購(gòu)理論;另一方面,希望能夠?qū)ξ覈?guó)企業(yè)“走出去"進(jìn)行品牌并購(gòu)有一定的指導(dǎo)和借鑒意義。關(guān)鍵字:品牌,品牌并購(gòu),現(xiàn)狀,問(wèn)題,對(duì)策Abst
3、ractnwasoncepresentedontheDavosWorldEconomicForumthattheregionaleconomicpowerwillbedecidedbythebrandstlleyown.Inrecentyears,thestrengthofmostChineseenterpriseshasbeenextensivelyenhancedandtheirbusinesshasbeenwidelyspread.Thereforethedemandforbrandglobalizationbecomesmorean
4、dmoreurgent.However,brandconstructionisalong-termprocess.Itisquitedifficulttobuildafirstclassbrandovertheworldinashortperiodoftime.Onthisoccasion,manyenterpriseschoosebrandmergerandacquisition(M&A)overseaasashortcut.FormanyChineseenterprises,thepurposeofbrandM&Aoverseaisto
5、developandexpandtheirownbrand,andtorealizebrandglobalization.However,thefaetisthatbecauseofmanyrestrictssuchaslimitedstrength,lackofexperiencesonexecutingoverseabrandsandprotectionisminf.orei盟countries,thebrandswhichChineseenterpriseshaveacquiredtendtobeoutdatedorpoorlyrun
6、ones.Therefore,itcouldresultinaseriesofproblemsanddifficultiesaftertheM&A.Inthispaper,IsummarizethepresentresearchresultsofbrandM&AoverseaandmakeananalysisonthestatusofChinesebrandM&Aoversea.ThroughacomparisonofbrandM&AbetweenChinaandf.orei印countries,Itrytodigouttheproblem
7、sexistinginChinesebrandM&Anowadaysandfindthesolution.Ontheonehand,IhopethispapercouldmakeupresearchshortageinthisfieldandenrichpresentoverseasbrandM&Atheory.Ontheotherhand,thisdissertationisexpectedtomakesomeusefuleffortonChineseenterprises’‘‘goingout'’andsuccessfultransna
8、tionalmergerandacquisition.Keywords:Brand,BrandM&八Status,Problem,Solution第1章前言1.1研究背景、意義早