企业并购后品牌生态战略构建及其整合系统研究

发布时间：2018-04-08 23:12

本文选题：并购　切入点：品牌整合　出处：《天津大学》2008年博士论文

【摘要】： 在市场环境日新月异的今天,企业只有迅速建立核心竞争力才能生存。战略并购就是通过强化企业核心业务和构建核心能力来提高企业核心竞争力的。以品牌为核心和纽带,日益成为企业资本运营的重要机制,在企业并购中,品牌运营已成为企业购并和资源重新配置的重要机制。品牌整合对并购目标能否成功实现有着重要的影响。本文首先结合系统学、生态学相关理论分析了企业并购后品牌整合系统权变演进和自组织条件体系,为并购后品牌整合提供了较为全面的理论框架。企业并购后品牌整合系统权变演进强调要遵循开放系统的思维方法,把并购后品牌整合系统内部要素以及并购后品牌整合系统与外部相关联价值链系统,乃至整个品牌生境看成一个整体,在强调系统内部状态差异同时,实现系统动态平衡。成功的企业并购后品牌整合能为企业带来负熵流和企业自身的负向熵变,有效地降低企业本身的熵值,使企业处于低熵值运行状态,以构筑、强化、拓展和获取核心竞争能力。本文随后构建了以企业并购后品牌整合运行体系为基础,并购后品牌整合支持体系为保障和并购后品牌整合绩效体系为控制的并购后品牌整合三角形互动体系,并通过对他们之间内在逻辑关系的具体阐述,从而演译出一个比较完整的、综合性的并购后品牌整合系统分析框架。在企业并购后品牌整合运行体系部分,构建了并购后品牌生态系统下的宏观管理模式、并购后企业品牌中观决策模式和并购后品牌个体微观运作模式三维一体的运作模型。三个部分相互作用、相互影响,共同促进并购后品牌的生态演进。企业并购后品牌整合支持体系由内部支持体系和外部支持体系构成。内部支持体系主要探讨了并购后人员激活品牌的自我加强循环模型。外部支持体系主要是对并购后品牌价值网络上相关利益群体的整合及基于平衡计分卡的渠道整合来支持并购后品牌的外部运作。最后构建了基于平衡计分卡的并购后品牌整合战略绩效框架,并运用模糊综合评价法对河南新郑卷烟集团公司并购后品牌整合绩效进行了实证分析,在某些范围内验证了本文研究的应用价值。
[Abstract]:In the market environment changes with each passing day, enterprises can only quickly establish core competitiveness to survive.Strategic merger and acquisition is to strengthen the core business and build core competence to improve the core competitiveness of enterprises.Taking brand as the core and link, brand operation has become an important mechanism of enterprise capital operation. In enterprise merger and acquisition, brand operation has become an important mechanism of enterprise merger and acquisition and reshuffle of resources.Brand integration has an important impact on the successful realization of M & A goals.This paper first analyzes the contingency evolution and self-organizing condition system of brand integration system after M & A, which provides a more comprehensive theoretical framework for brand integration after M & A.The contingency evolution of brand integration system after M & A emphasizes that the thinking method of open system should be followed and the internal elements of the brand integration system after M & A and the brand integration system after M & A should be associated with the external value chain system.Even the whole brand habitat is regarded as a whole, which emphasizes the internal state difference of the system, and realizes the dynamic balance of the system at the same time.Successful brand integration after M & A can bring negative entropy flow and negative entropy change of the enterprise itself, effectively reduce the entropy value of the enterprise itself, make the enterprise in the low entropy operating state, in order to build, strengthen, expand and obtain the core competitive ability.Then this paper constructs a triangle interactive system of brand integration based on the operation system of brand integration after M & A, the support system of brand integration after M & A and the performance system of brand integration after M A.And through the specific elaboration of their internal logical relations, a relatively complete, comprehensive system analysis framework of brand integration after M & A is derived.In the part of the operation system of brand integration after M & A, the macro management model of brand ecosystem after M & A, the three dimensional operation model of enterprise brand meso decision model and individual micro operation mode after M & A are constructed.The three parts interact and influence each other to promote the ecological evolution of the brand after M & A.The brand integration support system after M & A consists of internal support system and external support system.The internal support system mainly discusses the self-strengthening circulation model of personnel activating brand after M & A.The external support system mainly integrates the relevant interest groups on the brand value network after M & A and the channel integration based on the balanced scorecard to support the external operation of the brand after M & A.Finally, the paper constructs a brand integration strategy performance framework based on balanced scorecard, and uses fuzzy comprehensive evaluation method to analyze the brand integration performance of Henan Xinzheng cigarette Group Company.The application value of this paper is verified in some extent.
【学位授予单位】：天津大学
【学位级别】：博士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】