论中国家电企业并购后的品牌战略
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摘要
中国的家电行业历经多年的发展，竞争日趋残酷，产品同质化日趋严重，利润日趋微薄，行业整合已不可避免。从上个世纪90年代中后期至今，家电行业进行了两轮大规模的并购重组。并购使得家电企业日益减少，家电品牌进一步集中。而品牌作为企业的重要资产和竞争利器，在今天这个品牌营销时代已成为企业市场份额和利润的重要保证。越来越多的家电企业意识到品牌的战略地位，纷纷实施品牌战略。与并购前相比，家电企业并购后面临着更加复杂的品牌决策和品牌战略，需要企业更加全面的分析和对待。
本文从品牌和品牌战略的核心地位出发，运用品牌战略基本理论和行业分析、波士顿矩阵、市场定位等工具，在分析中国家电行业并购和并购后的品牌问题的基础上，归纳出不同的并购模式和品牌组合策略的关系，对不同的品牌组合策略的优势和风险进行了分析和总结。接着分析和讨论了品牌战略的若干主要和重要内容，如品牌价值与品牌评估、品牌区隔与协同效应、品牌延伸与创立新品牌、品牌老化与品牌创新等，结合企业在实践中的做法，指出了它们的适用范围和基本原则，提出了对应的解决方法和步骤，并对家电行业的新趋势与品牌战略的关系进行了分析和展望。最后提出了实施品牌战略的基本流程和注意事项，对品牌战略进行了总结。
After many years' development of China's appliance industry, the competition becomes more and more violent, the product homogeneityization becomes graver, and the profit becomes scantier. The industry conformity is inevitable. From the 90s of 20 century to this day, it occurred two big merger and acquisition (M&A) activities. The quantity of companies and brands were decreased sharply and the product capacity and brands were centralized After M&A. Brand is the sharp weapon of competition and the origin of profit, it becomes the important guaranty of market share and profit. More and more appliance companies realize the strategic position of brand and implement brand strategy one by one. Compared with ex-M&A, appliance companies after M&A
?
face more complicated brand decision and brand strategy, it needs companies' more comprehensive analysis and treatment.
This thesis begins with the core position of brand and brand strategy, takes brand strategy basic theory, industry analysis, Boston matrix and market position tools, on the base of M&A of China's appliance and brand problems after M&A, sums up the connection of the different M&A models and brand combination styles, analyses the advantage and risk of every brand combination style. Then analyses and discusses a lot of main and important issues of brand strategy, such as brand value and brand assessment, brand unique position and cooperation effect, brand extending and creating new brand, puts forward their sphere of application, basic principles, the relative solutions and steps attached with the practice of companies, analyses and forecasts the connection of appliance industry's new trend and brand strategy. Finally, discusses the making and execution of brand strategy, summarizes the brand strategy of china's appliance companies after M&A.
本文从品牌和品牌战略的核心地位出发，运用品牌战略基本理论和行业分析、波士顿矩阵、市场定位等工具，在分析中国家电行业并购和并购后的品牌问题的基础上，归纳出不同的并购模式和品牌组合策略的关系，对不同的品牌组合策略的优势和风险进行了分析和总结。接着分析和讨论了品牌战略的若干主要和重要内容，如品牌价值与品牌评估、品牌区隔与协同效应、品牌延伸与创立新品牌、品牌老化与品牌创新等，结合企业在实践中的做法，指出了它们的适用范围和基本原则，提出了对应的解决方法和步骤，并对家电行业的新趋势与品牌战略的关系进行了分析和展望。最后提出了实施品牌战略的基本流程和注意事项，对品牌战略进行了总结。
After many years' development of China's appliance industry, the competition becomes more and more violent, the product homogeneityization becomes graver, and the profit becomes scantier. The industry conformity is inevitable. From the 90s of 20 century to this day, it occurred two big merger and acquisition (M&A) activities. The quantity of companies and brands were decreased sharply and the product capacity and brands were centralized After M&A. Brand is the sharp weapon of competition and the origin of profit, it becomes the important guaranty of market share and profit. More and more appliance companies realize the strategic position of brand and implement brand strategy one by one. Compared with ex-M&A, appliance companies after M&A
?
face more complicated brand decision and brand strategy, it needs companies' more comprehensive analysis and treatment.
This thesis begins with the core position of brand and brand strategy, takes brand strategy basic theory, industry analysis, Boston matrix and market position tools, on the base of M&A of China's appliance and brand problems after M&A, sums up the connection of the different M&A models and brand combination styles, analyses the advantage and risk of every brand combination style. Then analyses and discusses a lot of main and important issues of brand strategy, such as brand value and brand assessment, brand unique position and cooperation effect, brand extending and creating new brand, puts forward their sphere of application, basic principles, the relative solutions and steps attached with the practice of companies, analyses and forecasts the connection of appliance industry's new trend and brand strategy. Finally, discusses the making and execution of brand strategy, summarizes the brand strategy of china's appliance companies after M&A.
引文
1．李光斗．品牌竞争力．中国人民大学出版社，2002．1
2．【美】约瑟夫·莱波拉，苏珊·戴维斯莱恩·帕克．品牌策略新观念．中华工商联合出版社，2001．12
3．黄江松．品牌战略．中国金融出版社，2003．3
4．宿春礼．全球顶级企业通用的10种品牌管理方法．光明日报出版社，2002．2
5．【新加坡】Paul Tempoal．高级品牌管理实物及案例分析．清华大学出版社，2001．3
6．【美】菲利浦·科特勒．营销管理．梅汝和，梅清豪，张桁译，1999．10
7．王巍，张秋生，张金杰．中国并购报告2003．人民邮电出版社，2003．2
8．【美】拉里·博西迪，拉姆·查兰．执行，2003．1
9．【美】迈克尔·波特．竞争优势．华夏出版社，1997．1
10．中国营销传播网(www.emkt.com)
11．王方剑，赵为民．彻底沟通德叔万里行．中国时代经济出版社，2004．1
12．吴晓波．大败局．浙江人民出版社，2001．1
13．吴海明．品牌特攻．广州出版社，2001．
14．何建民．创造名牌产品的理论和方法．华东理工大学出版社，2002．11
15．蒲楠．打造品牌．中国纺织出版社，2004．1
16．蔡建梅．品牌榜样．浙江大学出版社，2003．6
17．兼并与收购—哈佛商业评论．王敏译．中国人民大学出版社，2003．10
18．田方萌．麦肯锡决策方法．民主与建设出版社，2002．10
19．世界经理人文摘，2003年各期
20．谢文捷．外资收购ABC．对外经济贸易大学出版社，2003．5
21．卢泰宏．行销中国．浙江人民出版
22．何志毛．红黑科龙．浙江人民出版社，2003．7
23．东方高圣投资顾问公司，中国收购兼并研究中心．中国并购评论．清华大学出版社，2004．2
24．张祖健等．中国东部品牌研究．中国轻工业出版社，2003．7
25. Paul Michell, Jacqui King, Jon Reast, Brand Values Related to Industrial Products, Industrial Marketing Managemen 30, 415-425 (2001)
26. Aaker, D. A.:Managing Brand Equity: Capitalizing on the Value of a Brand Name. The Free Press, New York, 1991
27. Kotler, P. Marketing Management: Analysis, Planning and Control. Prentice-Hall Inc., Englewood Cliffs, NJ, 1998.
28. Bogart, L., and Lehman, C.: What Makes a Brand Familiar? Journal of Marketing Research, 17-22 (1973).
29. Aaker, D. A.:Building Strong Brands. The Free Press, New York, 1996.
30. Park, C. W., Jaworski, B. J., and MacInnes, D. J.: Strategic Brand Concept Image Management. Journal of Marketing 50, 135-145 (1986).
31. Kapferer, J. N.:Strategic Brand Management. Kogan Page, London, 1992
32. Herbig, P., and Milewicz, J.: The Relationship of Reputation and Credibility to Brand Success. Journal of Consumer Marketing 83-90 (1995).
33. Tauber, E. M.: Brand Franchise Extension: New Product Benefits from Existing Brand Names. Business Horizons 47, 36-41(1981).
34. Davis, S.: A Vision for the Year 2000: Brand Asset management. Journal of Consumer Marketing 12, 65-82 (1995)
35. Russell Abratt, Patience Motlana, Managing co-branding strategies: Global brands into local markets, Business Horizons/September-October 2002.
36. Levin, Irwin P., and Aron M. Levin. Modeling the role of brand alliances in the assimilation of product evaluation. Journal of Consumer Psychology 2000.9/1: 43-58.
2．【美】约瑟夫·莱波拉，苏珊·戴维斯莱恩·帕克．品牌策略新观念．中华工商联合出版社，2001．12
3．黄江松．品牌战略．中国金融出版社，2003．3
4．宿春礼．全球顶级企业通用的10种品牌管理方法．光明日报出版社，2002．2
5．【新加坡】Paul Tempoal．高级品牌管理实物及案例分析．清华大学出版社，2001．3
6．【美】菲利浦·科特勒．营销管理．梅汝和，梅清豪，张桁译，1999．10
7．王巍，张秋生，张金杰．中国并购报告2003．人民邮电出版社，2003．2
8．【美】拉里·博西迪，拉姆·查兰．执行，2003．1
9．【美】迈克尔·波特．竞争优势．华夏出版社，1997．1
10．中国营销传播网(www.emkt.com)
11．王方剑，赵为民．彻底沟通德叔万里行．中国时代经济出版社，2004．1
12．吴晓波．大败局．浙江人民出版社，2001．1
13．吴海明．品牌特攻．广州出版社，2001．
14．何建民．创造名牌产品的理论和方法．华东理工大学出版社，2002．11
15．蒲楠．打造品牌．中国纺织出版社，2004．1
16．蔡建梅．品牌榜样．浙江大学出版社，2003．6
17．兼并与收购—哈佛商业评论．王敏译．中国人民大学出版社，2003．10
18．田方萌．麦肯锡决策方法．民主与建设出版社，2002．10
19．世界经理人文摘，2003年各期
20．谢文捷．外资收购ABC．对外经济贸易大学出版社，2003．5
21．卢泰宏．行销中国．浙江人民出版
22．何志毛．红黑科龙．浙江人民出版社，2003．7
23．东方高圣投资顾问公司，中国收购兼并研究中心．中国并购评论．清华大学出版社，2004．2
24．张祖健等．中国东部品牌研究．中国轻工业出版社，2003．7
25. Paul Michell, Jacqui King, Jon Reast, Brand Values Related to Industrial Products, Industrial Marketing Managemen 30, 415-425 (2001)
26. Aaker, D. A.:Managing Brand Equity: Capitalizing on the Value of a Brand Name. The Free Press, New York, 1991
27. Kotler, P. Marketing Management: Analysis, Planning and Control. Prentice-Hall Inc., Englewood Cliffs, NJ, 1998.
28. Bogart, L., and Lehman, C.: What Makes a Brand Familiar? Journal of Marketing Research, 17-22 (1973).
29. Aaker, D. A.:Building Strong Brands. The Free Press, New York, 1996.
30. Park, C. W., Jaworski, B. J., and MacInnes, D. J.: Strategic Brand Concept Image Management. Journal of Marketing 50, 135-145 (1986).
31. Kapferer, J. N.:Strategic Brand Management. Kogan Page, London, 1992
32. Herbig, P., and Milewicz, J.: The Relationship of Reputation and Credibility to Brand Success. Journal of Consumer Marketing 83-90 (1995).
33. Tauber, E. M.: Brand Franchise Extension: New Product Benefits from Existing Brand Names. Business Horizons 47, 36-41(1981).
34. Davis, S.: A Vision for the Year 2000: Brand Asset management. Journal of Consumer Marketing 12, 65-82 (1995)
35. Russell Abratt, Patience Motlana, Managing co-branding strategies: Global brands into local markets, Business Horizons/September-October 2002.
36. Levin, Irwin P., and Aron M. Levin. Modeling the role of brand alliances in the assimilation of product evaluation. Journal of Consumer Psychology 2000.9/1: 43-58.