【作者】 牛有江；

【导师】 何伟俊；

【作者基本信息】 暨南大学 ， 工商管理， 2002， 硕士

【摘要】 本文主要讨论企业购并后，随着市场因素、竞争者因素、企业自身因素发生了相应的变化，企业会面临着的与平时不同的品牌策略的抉择。本文一共分为五个部分：绪论部分主要讨论了企业并购中的品牌问题的产生和具体表现；第一部分主要讨论企业并购的不同类型及其与品牌组合策略之间的关系；第二部分介绍了企业并购中遇到的品牌问题，并着重介绍了品牌资产的评估对并购后品牌策略的影响、品牌延伸、品牌区隔与协同、品牌再定位等；第三部分归纳了并购后的企业进行品牌战略抉择的步骤及其要注意的问题；第四部分进行了案例的讨论与分析，总结出企业并购后进行品牌决策时的经验和不足。更多还原

【Abstract】 Since the relevant change of marketing factor, competitor factor and self-factor, an enterprise is confronted with different brand strategy choice from used to do after M&A (Merge and Acquisition). This thesis consists of five parts: The exordium introduces occurrence and behavior about brand in M&A; Part one discusses the different types of the enterprise M&A and the connection to brand combination strategy; Part two introduces the brand problem, especially how the evaluation of the brand assets influences brand strategy, the brand stretch, the brand alternation and cooperation, the brand reorientation of the enterprise, etc.; Part three concludes the process and the problem of brand strategy choice after M&A; Part four discusses and analyses some cases, then summarizes the experience and shortage of the brand decision after enterprise M&A.更多还原