跨国并购中品牌重置策略对新产品评价的影响机制研究被引量：10

The Effect of Brand Redeployment Strategy,Price and COO on New Product Evaluation after Transnational M&A

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摘要本文以中国企业并购海外知名品牌为背景探讨并购后品牌重置策略(联合品牌VS单品牌)、新产品定价(高VS低)以及产品产地形象(正面VS负面)对新产品评价的影响。研究发现,如果新产品采用联合品牌命名策略(并购品牌—被并购品牌),在没有明确的产品产地信息条件下,新产品的价格越低,评价越高;如果明确告知产品产地来自形象佳的地区(如美国),则新产品定价越高,评价就越好。另一方面,如果新产品采用单品牌命名策略(原有中国品牌),则不管是否有产地信息以及产地形象如何,消费者对新产品的评价都处于较低水平(低于中等评价)。 How the Chinese enterprises redeploy the brands after they acquired foreign brands？ Takes the Chinese enterprise merger overseas well-known brand as the background, the paper discuss the effect of brand redeployment strategy （dual brand vs. Signal brand）, price and COO on the new product evaluations. The authors find that if the new product adopted the dual brand name （Chinese brands in the former）： If there＇s no COO information, the lower prices the higher the evaluation; If the new product is produced in developed country, the higher prices the higher the evaluation. On the other hand, If the new product adopted the signal brand name （only Chinese brand）, whether the COO information is presented or not, the evaluation of new product will be at low level.

作者王海忠陈增祥司马博

机构地区中山大学管理学院南开大学旅游与服务学院

出处《中国工业经济》 CSSCI 北大核心 2011年第11期100-108,共9页 China Industrial Economics

基金教育部哲学社会科学研究重大课题攻关项目"加快中国企业国际知名品牌发展战略研究"(批准号08JZD0019)

关键词海外并购品牌重置策略价格原产地形象 overseas acquisition brand redeployment strategy price COO

分类号 F276.7 [经济管理—企业管理]

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