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论文编号：	11487
作者编号：	2320170296
上传时间：	2019/12/18 19:27:08
中文题目：	山东GE公司跨国并购后的利害关系者管理研究—以全球整合营销传播的视角
英文题目：	Research on the Post Multinational M&A Stakeholders Management of ShanDong GE Company：From the Globally Integrated Marketing Communications Perspective
指导老师：	申光龍
中文关键字：	全球整合营销传播;跨国并购;利害关系者;管理模式
英文关键字：	Globally Integrated Marketing Communications (GIMC);Mergers and Acquisitions (M&A);Stakeholders;Management Mode
中文摘要：	随着中国经济的快速发展以及“一带一路”战略的推行，越来越多的中国企业通过跨国并购实现全球化经营。由于各个企业跨国并购面临不同的困难与问题，企业的投后管理也产生了两种截然不同的结果，并购整合成功或以失败告终。在此背景下，如何有效进行并购过程中相关事项管理，发挥并购协同效应，达成并购效果是并购企业面临的重要课题。山东GE公司正是以跨国并购方式进行国际化品牌扩张的典型案例，研究其并购后的公司管理具有重要实践意义。 整合营销传播理论经过几十年的发展日渐成熟完善，是企业针对消费者、顾客及其它相关受众，发展、执行并评估可测量的传播计划的战略方法。通过多种方式收集外部需求，整合、协调企业内外部的资源、活动和工具，建立企业与相关人群的长期友好关系，以实现企业发展与进步。 本文运用整合营销传播理论、企业并购理论和利害关系者理论，从理论和实务两个角度对山东GE公司跨国并购后的利害关系者管理进行了系统研究。首先，在总结中国企业跨国并购后整合管理理论和实务已有研究成果的基础上，利用比较分析法系统分析了山东GE公司在跨国并购后利害关系者管理的现状与问题，通过类比与事项细分进行利害关系者管理，在此基础上构建了并购后利害关系者管理的优化方案，最后，基于整合营销传播理论提出了利害关系者管理的保障体系，并设置管理评价指标评估管理过程及结果，形成了系统化的管理方案。
英文摘要：	With the rapid development of China's economy and the implementation of the "One Belt, One Road" strategy, more and more Chinese companies are achieving global operations through multinational mergers and acquisitions(M&A). Since various enterprises face different difficulties and problems in multinational M&A, the post-investment management of enterprises has produced two different results: the merger and acquisition succeed or fails. In this context, it become an important issue for M&A companies that how to manage related matters in the process of M&A effectively, make the coordination effect of M&A work, and achieve the target of M&A. Shandong GE Company is a typical case of international brand expansion through multinational M&A, research on the management has important practical significance. The integrated marketing communication theory is a strategic approach for companies to develop, implement and evaluate the measurable communication plans for consumers, customers and other relevant audiences and it become more mature with the past decades’ development, the companies will collect external needs in a variety of ways, integrate and coordinate its internal and external resouress, activities and establish long-term friendly relationships between the company and the relevant people to achieve enterprise development and progress. This paper systematically studies the stakeholder management of Shandong GE company after multinational M&A in theory and practice by using integrated marketing communication theory, enterprise mergers and acquisitions theory and stakeholder theory. First, on the basis of summarizing the existing research results of integration management theory and practice of Chinese enterprises after multinational M&A, this paper analyzes the current situation and problems of stakeholder management of Shandong GE company after multinational M&A systematically by using comparative analysis method, manage the shareholders by analogy and subdivision of events compares and then optimizes the scheme of stakeholder management. Finally, based on the integrated marketing communication theory, this paper puts forward the guarantee system of stakeholder management, and sets up management evaluation index to evaluate the management process and results, thus a systematic management plan is formed.
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