跨国品牌并购影响因素研究及对中国企业的启示

Study on the Influencing Factors of Enterprises Cross-border Brand M&A

品牌并购是企业实施扩张、获取战略资源和应对全球化竞争的重要途径,中国企业对外并购持续活跃,与并购交易相关的决策也变得越来越重要。影响跨国品牌并购决策及并购行为最终成功与否的重要因素包括主并方的初始禀赋,目标国家、地区或市场的特点,目标品牌或目标企业的特点,以及双方关系对并后整合的影响等。

M&A is an important way for enterprises to expand,acquire strategic resources and cope with the global competition. Chinese enterprises have become more and more active in M&A,and the decision making of M&A has become more and more important. This paper reviews literature,discusses the important factors influencing brand acquisition decision and the eventual success of M&A,including the initial endowment of acquirer,attributes and characteristics of the target country,target market,target brand or target company,and integration of brand resources following M&A.Finally,it puts forward some practical suggestions about the brand M&A for China enterprises.