跨国并购后品牌整合的风险研究

The Study on Brand Integration Risk after the Cross-Border Mergers and Acquisitions

随着经济全球化的进一步深入,以获取品牌优势为目的的跨国并购席卷全球。然而并购后的品牌整合存在着多种风险,包括决策风险、品牌评估风险、管理风险、控制风险、法律风险、国别文化风险以及客户流失风险,严重制约着品牌整合的效果。在此基础上,针对性的应对措施会在一定程度上规避风险的产生,实现品牌的顺利整合。

With the further deepening of economic globalization,the cross-border mergers and acquisitions is sweeping the world in order to obtain the advantage of brand.However,there are a variety of risks on brand integration,including the decision risk,brand assessment risk,management risk,control risk,legal risk,country cultural risk and customers loss risk,seriously restricting the effect of brand integration.On this basis,targeted response,to some extent,will avoid the risk and achieve a smooth integration of the brand.