Research Of Brand Integration Strategy After Merger And Acquisition For Anke Biotechnology Co.,LTD

Pharmaceuticals enterprises are facing serious inner growth barriers,such as,enormous research and development investment,prolonged product development cycle,high risk and so on.Undoubtedly,external merger and acquisition(M&A)is an important strategy to speed up enterprises development.At the same time,because it has close relations with public health and life safety,the pharmaceuticals industry being supervised strictly by the government from production to sales and brand promotion,and their brand resources are very cherish and special.Compared to other industries,value from brand integration after M&A is particularly significant in pharmaceuticals industry.At present,the research about brand integration after M&A focused on the integration methods,such the following questions have no deep research as how to choose a brand,how to position the role of the brand and how to concentrate resources on superiority brand.In view of the above problems,this paper is set in the pharmaceuticals industry,summarize the theories of M&A,brand and brand integration related theories,analyze the particularity of the pharmaceuticals industry and general problems in brand management,take AnKe Biotechnology Company as a typical example,introducing matrix model strategic analysis method,carrying quantitative research to multifarious brand system after M&A,constructing brand integration scheme for the enterprise at last,and putting forward the relevant strategies and suggestions.