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论文编号：	7644
作者编号：	1120100777
上传时间：	2015/6/29 7:06:35
中文题目：	中国企业跨国并购后的品牌选择及其对企业绩效影响研究
英文题目：	The brand choice of Chinese enterprises'' transnational merger and acquisition and its influence on Enterprise Performance
指导老师：	李桂华
中文关键字：	企业跨国并购；影响因素；品牌选择类型；企业绩效
英文关键字：	Cross-border mergers and acquisitions business; Influencing factors; Type of brand choice; Business performance
中文摘要：	随着经济全球化和信息一体化的不断深入，企业跨国并购以及并购后的品牌选择已经成为经济管理领域的热点问题。从20世纪80年代以来，随着经济体制改革的深化和资本经济的迅速崛起，企业间的要素流动及资源整合越来越成为政府和企业关注的核心经济问题之一。全球范围内的企业跨国并购方兴未艾，涉及领域和行业甚广，同行业以及行业上下游的并购重组已由最初的个体行为逐渐发展成为一种普遍的经济现象。企业跨国并购案例的发生就必然引发企业间战略整合、文化整合、组织整合、人员整合、财务整合、研发技术整合和品牌整合，其中企业跨国并购后企业品牌选择及其对企业绩效的提升成为企业并购后的首要任务。 本文按照现状描述——理论分析——实证检验的研究思路，运用因子分析和聚类分析方法探索影响中国企业跨国并购后品牌选择及其对企业绩效影响的相关因素；依据相关性分析和NK模型分析中国企业跨国并购后品牌选择与影响因素之间的关系，采用多分类变量逻辑回归的方法对其进行实证检验；依据Hotelling模型分析并购后品牌选择与企业绩效之间的关系，采用虚拟变量多元回归的方法对其进行实证检验；在此基础上引入品牌契合度和产品制造来源国效应两个调节变量，分别对前述两阶段进行调节，采用DEA模型实证检验两个调节变量分别在前述两阶段的调节作用，最终阐述中国企业跨国并购后的品牌选择及其对企业绩效的影响。 研究结果表明：依据因子分析和聚类分析得到影响中国企业跨国并购后的品牌选择及其对企业绩效影响的相关因素可以分为三类：企业内在因素方面（企业制度因素、企业的生产和经营资源因素、企业产品因素、企业核心竞争力因素）、外部市场因素方面（产品品牌的市场营销环境、产品品牌的市场需求状况、产品市场品牌的竞争程度）、文化价值因素方面（民族主义、文化差异、价值多元化因素），三者相互影响、相互作用。中国企业跨国并购后的品牌选择类型分为三类：选择1并购方品牌；选择2被并购方品牌；选择3新创建品牌。企业根据其内在因素方面、外部市场因素方面和文化价值因素方面的不同情况来进行品牌选择，已达到企业绩效最优的效果。此外，引入品牌契合度和产品制造来源国效应两个调节变量分别对从三类因素到品牌选择类型以及从品牌选择类型到企业绩效的调节作用。 通过对中国企业跨国并购后品牌选择及其对企业绩效影响的研究，使中国企业进行跨国并购后可根据企业内在因素、外部市场因素和文化价值因素来选择最合理的品牌发展战略已达到企业绩效最优的效果。与此同时，企业需要重视品牌契合度和产品制造来源国效应这两个调节变量，才能更好地选择品牌发展战略以及对企业绩效的提升具有积极影响，这对中国企业跨国并购后的品牌发展战略及对企业绩效具有重要的现实指导意义。
英文摘要：	With economic globalization and the deepening integration of information, cross-border mergers and acquisitions and corporate mergers and acquisitions after the brand of choice has become a hot issue in the field of economic management. Since the 1980s, with the rapid rise of the economic system reform and capital economy, factor mobility and resource integration between enterprises is increasingly becoming one of the key economic issues of concern the government and enterprises. Multinational companies worldwide mergers and acquisitions in the ascendant, covering wide areas and sectors, with the industry and on the downstream industry mergers and acquisitions has been the first individual behavior and gradually developed into a general economic phenomenon. Cross-border M & A business case would inevitably lead to the occurrence of inter-enterprise strategic integration, cultural integration, organizational integration, staff integration, financial integration, the development of technology integration and brand integration, cross-border M & A business enterprise which after the brand of choice for business performance and enhance an enterprise the primary task of post-merger. This paper describes the current situation in accordance with - theoretical analysis - empirical research ideas, using factor analysis and cluster analysis to explore the brand of choice and its related factors affect the performance of Chinese companies after the impact of cross-border mergers and acquisitions; based on correlation analysis and NK model after analyzing the relationship between transnational mergers and acquisitions of Chinese enterprises and the influencing factors of brand choice, the use of multi-variable logistic regression classification method be empirical; Hotelling model based on the relationship after the acquisition of brand choice and firm performance, the use of dummy variables multivariate return to its empirical approach; introducing brand fit and product manufacturing countries of origin effect both on the basis of the manipulated variable, respectively, adjusted for the aforementioned two-stage, DEA model using empirical two adjustment variables in the previous two stages, respectively regulatory role, eventually elaborated and its impact on brand choice of Chinese enterprises' transnational corporate performance after the merger. The results show that the basis of factor analysis and cluster analysis to obtain influence brand choice and its related factors affect the performance of Chinese companies on cross-border mergers and acquisitions can post into three categories: business aspects of internal factors (factors enterprise system, the company's production and management resource factors, product factors, core competitiveness factors), external aspects (product brand marketing environment, product brand market demand conditions, the degree of competition in the product market brand) market factors, cultural factors value (nationalism, culture difference in value of diversity factor), the three mutual influence, interaction. Multinational brand after the merger of Chinese enterprises to select the type divided into three categories: Choose a brand acquirer; option 2 is the acquiring brand; select three newly created brand. Enterprises according to different factors of its internal and external market factors and cultural values of factors to make the brand of choice, has reached the optimum business performance results. In addition, the introduction of the brand fit and product manufacturing country effect two sources were manipulated variable regulation from three factors to select the type and brand from brand to choose the type of business performance. According to the enterprise by internal factors, external market factors and cultural value factors to select the most reasonable after Chinese enterprises transnational influence brand choice and performance of the research enterprise, making cross-border mergers and acquisitions of Chinese enterprises brand development strategy has been reached after business performance optimal effect. At the same time, companies need to focus on brand and product fit made moderating effects of these two sources, in order to better select the brand development strategy as well as having a positive impact on business performance upgrade, which is cross-border mergers and acquisitions of Chinese companies after brand development strategy and corporate performance has important practical significance.
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