中国企业海外并购的双品牌战略管理——以三一重工并购普茨迈斯特为例

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1、认可度以及服务提升度等方面进行了探讨，希望能够全面地把握双品牌战略管理带给三一重工的重要变化，从而为中国企业海外并购中开展双品牌战略管理策略提供更多的指导，实现中国企业海外并购成功率的不断提升。关键词：海外并购；品牌整合；双品牌战略；绩效评估II··AbstractIntheindustryofmachineryofourcountryprojectmoreandmoreintense competition,thedevelopmentoftheindustryundertheslowingofbackgr

2、ound,many engineeringmachineryenterpriseshavebeguntoexplorethedevelopmentpathof internationalization,lookingforwardtothehelpoftheinternationaltoresolvethe bottleneckencounteredinthedevelopmentof.Theoverseasmergerandacquisitionis themajorwayoftheinternationa

3、lizationofChineseengineeringmachinery enterprises,throughmergersandacquisitionsoverseascanquicklyhelpconstruction machineryenterprisestoenternewmarkets,expandthescaleofenterprises,accessto newtechnologyandbrand,inviewoftheadvantageofoverseasmergersand acqui

4、sitionsofoverseasmergersandacquisitions,theseyearsourengineering machineryenterprisequantityandamountaremaintainedarapidgrowthmomentum. Butmanyengineeringmachineryenterprisesinoverseasacquisitionsbecausethereis nobrandintegrationandbrandstrategymanagementex

5、perience,leadingtothe overseasmergerandacquisitionisoftencounterproductive,andevenleadtothe failureofM&aenterprise.Inthiscontext,theengineeringmachineryindustry enterprisesastheresearchobject,conductsthethoroughresearchtothistopic managementdoublebrandstrat

6、egyChineseenterprisesoverseasmergersand acquisitions,forthepromotionofoverseasM&Aengineeringmachineryindustry enterprisesuccessratewithrealisticurgency.BasedonPortsmouthsanyheavyindustrymergersandacquisitions,ascase study,theintegrateduseofliteraturestudy,c

7、asestudy,comparativestudyandother researchmethods,combinedwiththeenterprisemergersandacquisitions,brand management,andotherrelevanttheoreticalknowledge,firstofall,thisselectedtopic backgroundathomeandabroad,researchmethods,significance,contentandsoon aredis

8、cussedinthispaper,leadstothesubjectforstudy.Combedtheresearch literatureonthissubjectathomeandabroad,mainlyforoverseasmergersand acquisitions,brandmanagement,brandmanagementofoverseasmergersand acquisi