Study Of Brand Personality Integration Of Geely’s Acquisition Of Volvo

The implementation of the "going out" strategy, in order to establish a certain wellknown "national brand" in the world, on the one hand, Chinese enterprises shoulder the great responsibility, especially the brand personality integration links in overseas M & A.However, so far, in the relevant field of study in addition to have a few sporadicintroduction, is still in a blank stage of theory, it can be said that has not received due attention, this will directly lead to the theory of M & A requirements level at this stage can not well meet the Chinese overseas.Overseas M & A can promote enterprise’s competitive advantage in the market, but the potential exists high risk, large amounts of data shows, our country enterprise in merger and acquisition target enterprise, integration of brand personality is not ideal. In view of this, this paper first reviews the status of overseas mergers and acquisitions Chinaenterprises, then expounds the literature review of the brand personality integration. The author respectively from three angles of culture, strategy and analysis of the consumerbrand overseas mergers and acquisitions China enterprise integration and personality differences existing problems, and put forward corresponding countermeasures.(1) brand personality: integration of cultural perspective from two dimensions of national culture and organizational culture analysis of the brand personality differences exist between Chinese and foreign enterprises, and expounds the selection problem of speed of integration, brand personality integration model, integration of road finally work out the size of the brand personality;(2) the personality of the brand integration strategy angle from two aspects:time management and brand personality elements analysis of brand personality differences exist between Chinese and foreign enterprises, and expounds the existing brand personality in the integration of "lasting and instant, simple and disorder" problem, and finally put forward including brand personality "breeds, shaping, determination andmaintenance", brand personality the whole integration strategies;(3) brand personality and integrating the customer perspective: according to the customer before and after M & apsychological gap, this paper determines the brand personality "horizontal integration" and "vertical integration" strategy, to enhance customer brand recognition and brand loyalty. In the integration of brand personality, then put forward the corresponding measures ofintegration, combined with Chinese overseas mergers and acquisitions in the past 5 yearsof a typical automobile merger case, more specific image that brand personality integrationnecessity of overseas mergers and acquisitions China enterprises and the urgency of. Theresearch topic of this thesis, the hope can provide valuable guidance for Chineseenterprises in the international arena of competition.