并購中的品牌重整研究.pdf

1、上海交通大學(xué)碩士學(xué)位論文并購中的品牌重整研究姓名：李核申請學(xué)位級別：碩士專業(yè)：管理科學(xué)與工程指導(dǎo)教師：季進如2001.1.1●’上海交通大罕碩士學(xué)住論文ABSTRACTWiththedevelopmentofglobaleconomyenterprisesfaceincreasingacutecompetitionHowtoacquirecompetitionadvantagehasbecomethehottopicofrnanysch

2、olarsandresearcherOneofthegreatachievementsintheseresearchesistherecognitionofimportanceof‘‘brandequity’MoreandmoreCEObegantoacceptsuchallopinion‘therealresourcesofenterprisevalueisnottangibleassets，butintangibleassetssu

3、ch∞brandAtthesametime，ThetrendofagrowingnumberofrestructuringandmergerCasesbetweenmodementerprisesisoneofthedominatingcharacteristicsoftoday’seconomiccimleBasedontherelationshipbetweenbrandingstrategyoperationandM&Astrat

4、egythethesisfocus0ntwomaintopicsFromonetopic，accordingtotheresultofgametheoryanalysisinamarketingdifference，weCallacquirethetrendofbrandrestructuringinmacro—economicenvironmentOntheothertopic，accordingtocasestudythethesi

5、silluminatesthecorrespondingprincipleandmethodofbrandintegrationIntoday’sChinesemarketmanyenterprisesareadoptingbrandstrategyandM&AactiontoestablishcompetitionadvantageThisthesiswillanalyzetherepresentativecaseindifferen

6、tM&Abackground，andsummarizeIotsofvaluableconclusionThethesisarecomposedofthefollowingsixparts：Theprefaceintroducesthebackgroundofthisresearch，thenecessarywordsinterpretationandmainresearchworkcardedoutinthethesisInthesec

7、ondchapterthethesisdiscussesmainlytherelationshipbetweenbrandstrategyandM&AactionFirstlyfilluminatestheM&AmotivedependingondifferenttheoryThesecondsectionilluminatesthebrandisthemainresourceofenterprisevalueandconsumerva

8、lueThethirdsectionilluminatesthebrand’simportantroleinM&AactionItisnotonlythetargetofpurchasingbutalsodeterminesweathertheM&AactionissuccessfulinthefiuturoInthethirdchapterthethesisresearchmainlyM&Astrategydecisionbasedo

9、nbrandvalueFirstlyIanalyzethebalanceproductindifferentcompetitionbackgroundTheresultwillexplaintheadvantagecarriedbyM&AactionSecondlyIintroducedifferentbrandevaluationmethodsInthesemethods，therealoptionwillprovideanewand

10、promisingevaluationmethod111efourthchapterstudymainlythe塒ncipleandmethodofbrandintegrationFromsynergismofstrategycultureandmanagement，firstlythethesisanalyzestheprincipleofintegrationaction，Thenitdiscussesthedecisionofbr

11、anddevelopmentmode，brand’srenamingandchange，andmanagementoftrademarkThefifthchapterfocusesonthetopicofbrandintegrationaRerM&AinChinaBasedontherepresentativecasestudythethesissummarizesthedifferentoperationmethodandstrate