Research On The Impact Of Strategic Mergers And Acquisitions On Brand Recognition

The financial crisis has led to the sustained economic downturn in the western developed countries,and the economic development of our country is relatively small.The fall of this economic environment has provided favorable conditions for Chinese enterprises to implement strategic M&A.As a branch of M&A,strategic M&A is an effective way for enterprises to develop and expand rapidly.Through this approach,brand recognition can also have a series of influences.This paper takes Geely automobile’s acquisition of Volvo car as the case,and starts from the actual development of the merger and acquisition,and carries out the research of strategic M&A to enhance brand recognition.First in this paper,the Geely automobile strategic mergers and acquisitions and realization of the impact of brand recognition,introduces the research background and research significance of strategic mergers and acquisitions and brand recognition at home and abroad,summarizes the related theory,based on existing theoretical basis for further discussion.After analyzing the development status and problems of Geely automobile before the merger,this paper describes the motivation of Geely automobile to initiate the strategic merger.During the merger process,Geely took a series of strategic measures,which affected the brand awareness.In the following part,this paper analyzes the effects of these measures.The conclusion of the study indicates that the improvement of brand awareness through strategic merger and acquisition needs to effectively formulate relevant strategies,such as the effective use of high-quality resources and brand strategy.Geely automobile through the strategic acquisition not only realized the increase of capital,technological leap and all kinds of resources complementary,more make Geely automobile brand awareness has been greatly promoted,make its growing influence at home and abroad,more and more consumers more recognition of Geely automobile brand,Geely automobile become now the most outstanding in the domestic car brand.