我国汽车企业并购国际品牌的问题及对策分析

Problems and Countermeasures of the International Brand of China's Auto Enterprises M & A

文章通过对我国汽车企业并购国际品牌的动因分析,认为并购后品牌整车的市场价值应该包含随时间变化的价值要素、随时间变动的品牌定位以及随时间变化的服务能力和研发能力。通过对国内其他行业并购国际品牌的途径分析,认为我国汽车企业并购后国际品牌价值的维护策略是市场维护,品牌维护,提升核心竞争力。

This paper analyzes the causes of China＇s automobile enterprises merger and acquisition, and puts forward the main elements of the international brand, which is the market value of the brand vehicle, which includes the value of time, the change of time, the service capability and the ability of research and development. Through the analysis of the way of the domestic and international brand, the Chinese automobile enterprises have summed up the common defects, which gives the maintenance strategy of the international brand value after M ＆ A in China： market maintenance, brand maintenance, upgrade core competitiveness.