摘要
全球金融风暴引起新一轮的企业并购浪潮。在品牌并购中,品牌整合是企业要解决的核心问题。在梳理相关文献的基础上,分析品牌整合对品牌资产的影响过程,构建基于消费者的品牌整合对品牌资产影响的理论模型,并提出加强并购品牌整合的对策建议。
The financial crisis brings a new round of merger and acquisition （ MA） ,whose core is brand integration. On the basis of arranging related documents,this paper analyzes the influence of the brand integration on the brand equity,builds the model of brand integration on the impact of brand equity based on customer,and proposes some suggestions about how to enhance the brand integration in the MA.
出处
《商业研究》
CSSCI
北大核心
2010年第7期59-62,共4页
Commercial Research
关键词
并购
品牌整合策略
品牌资产
Merger and Acquisition （ M＆A）
brand integration strategy
brand equity
