并购背景下品牌整合研究评述及展望

A Review and Prospect of Studies on the Brand Integration in the Context of Mergers and Acquisitions

随着我国经济由高增长向低增长的逐步转变,企业间的横向并购风起云涌,由此产生的品牌整合问题已成为影响并购成功与否的关键因素。鉴于此,本文对国内外并购背景下品牌整合方面的相关研究进行了梳理和分析,分别从战略选择视角和整合过程视角展开了评述。研究发现,学者们主要是分析可供选择的整合战略,其次是阐述影响战略选择的因素和整合过程中的原则、步骤,而对战略选择结果的研究仅有一篇。整体来看,研究成果非常有限,尚未形成成熟的理论体系。本文最后指出,中国企业横向并购背景下的品牌整合战略和影响因素研究、品牌整合战略与品牌组合绩效间的关系研究是未来非常有价值的两个研究方向;在研究方法上,建议突破现有研究的局限,进行更加广泛的探索尝试。

As China＇s economic growth gradually slows down, the horizontal mergers and acquisitions are surging, and the resulting brand integration has become a key factor for the success of mergers and acquisitions. In view of this, the paper reviews the literatures on brand integration in the context of mergers and acquisitions from both strategic choice perspective and integration process perspective. The study shows that researchers have mainly focused on integration strategies, and researches on factors influencing strategic choice as well as some procedures and rules are even less; especially, the results of strategic choice are seldom studied. On the whole, the researches on this question are very limited and there is not a mature theoretical system. Finally, the paper states that both the brand integration strategy and factors, and the relationship between brand integration strategy and brand portfolio performance in the context of Chinese horizontal mergers and acquisitions are valuable research questions. In addition, there should be more extensive explorations of research methods in this field.