A Study On The Enterprise Brand Ecological Strategy Construction And Integration System After Merger & Acquisition

With the marketing environment varying from day to day, enterprises can only survive by acquiring the core competitive competence. Strategic M&A is one way to strengthen the core competence of an enterprise by establishing and highlighting the major business. More and more enterprises see M&A as a preferable way to transmit brand advantage. Numerous examples show that brand, as the core and link of an enterprise, gradually becomes the major mechanism of capital management with brand management as the major mechanism for M&A and allocation of resources. Brand integration plays an important role in implementing the goal of M&A.First of all, the contingent evolution and self-organization of brand integration system after M&A are analyzed in this thesis to offer a general framework for brand integration after M&A. The contingent evolution of brand integration system after M&A lays emphasis on an open and systematic way of thinking which takes as one unity the internal factors of the brand integration after M&A, the value link system between the brand integration and external factors and even the general brand ecosystem and which realizes the dynamic balance of the system while emphasizing the disparity of the internal condition of the system. The successful brand integration after M&A of enterprises can bring negative entropy flow and negative entropy change and effectively reduces the entropy value which makes enterprises into a low entropy running condition to acquire build up, strengthen, and extend core competitive competence.An initial framework of brand integration system is put forward afterwards which is based on the brand integration working system, guaranteed by the brand integration supporting system and regulated by the brand integration performance system after M&A. Furthermore, the internal logical relationship between them is analyzed in great detail to form a relatively wholesome and comprehensive analysis framework for brand integration system after M&A.As to the brand integration working system, a triangle model is formed with the tripartite relationship among macro management in the brand ecosystem, the macro decision-making for enterprises and the micro working mode for individual brand after M&A. These three parts interacts to promote the brand's ecological evolution after M&A. The supporting system for brand integration comprises internal supporting system and external supporting system. The former focuses on the self-strengthening and recycling of the employee living brand. The latter lays emphasis on the integration of the relating interest groups in the brand value network and external brands running of channel integration based on balanced score card.Finally, the strategic performance framework for brand integration after M&A is established on the basis of balanced score card. In addition, the brand integration proficiency of Henan Xinzheng Tobacco Corporation is analyzed with a fuzzy comprehensive evaluating method, which illustrates the application value of this research in certain degree.