The Research On Brand Integration Of Chinese Dominant Native Enterprises In Overseas Mergers And Acquisitions

In recent years, the overseas mergers and acquisitions of Chinese native enterprises have achieved rapid development. Through the overseas mergers and acquisitions, the acquirer can obtain the brand equity, advanced technology, marketing channels of the acquired party. These resources will help the acquirer to participate in international operation and improve their international competitive ability. However, reviewing lots of overseas mergers and acquisitions cases of Chinese dominant native enterprises, successful cases are less. One important reason is the invalid brand integration. Therefore, it has important practical significance to study the brand integration of Chinese dominant native enterprises in the overseas mergers and acquisitions cases and learn lessons and gain experience.Considering that the native enterprises’ overseas mergers and acquisitions are still at early stages, the thesis only chooses dominant native enterprises as the research object. By reference to predecessors’ researches on brand integration in overseas mergers and acquisitions, the thesis tries to comb and establish a brand integration strategy decision-making model which is suited to dominant native enterprises. The model tries to prove that brand integration should be carried out throughout the overseas mergers and acquisitions and the acquirers need to take different brand integration strategies according to the differences of the brands. Then, the thesis summarizes the current situations and problems in the brand integration of Chinese dominant native enterprises in the overseas mergers and acquisitions. And it analyzes the brand integration strategy for Volvo by Geely. In the end, in view of the above problems, the thesis puts forward some corresponding suggestions.