摘要
我国实施的"走出去"战略,使得本土企业参与全球市场竞争更加主动,进行跨国品牌收购已成为越来越多的企业增强国际竞争力的重要战略。然而,跨国品牌收购的风险巨大,管理者必须在规划跨国品牌收购过程中,事先思考并确定合适的收购模式和路径,提高跨国品牌收购的成功率和效率。文章通过分析我国企业跨品牌收购的典型案例,提出三种模式和两种路径及其适用条件,为中国企业的跨国品牌收购战略提供参考。
With the implementation of going-global strategy, Chinese enterprises are moreactively participating in cross-border brand acquisitions. However, how to choose a propermodel and a rational acquisition path is a very big challenge. Before brand acquisitions,business mangers have to think about what kinds of models and paths to choose in order toincrease the success ratio and efficiency of cross-border brand acquisitions. By exploringChinese enterprises which are involved in cross-border brand acquisitions as cases, thepaper proposes three feasible models and two paths as well as their applicable conditions,which offers some implications for Chinese enterprises＇ cross-border brand acquisitions.
出处
《国际经贸探索》
CSSCI
北大核心
2014年第8期107-116,共10页
International Economics and Trade Research
关键词
走出去战略
跨国品牌收购
跨国品牌收购模式
跨国品牌收购路径
going-global strategy
cross-border brand acquisition
cross-border brandacquisition model
cross-border brand acquisition path
