Study On Brand Integration Strategy After H Group’s Overseas Acquisition Of G Company

After more than 40 years of reform and opening up,China’s electronic appliance industry has entered a mature and stable stage of development,and more Chinese electronic appliance enterprises are expanding their vision to the global market.However,the acquisition of overseas electronic appliance brands is a complex and challenging decision.Especially after the merger and acquisition,how to run the enterprise well,inject vitality into the merger and acquisition enterprise,expand the influence of the brand,and meet the expectations of investors,China’s electronic appliance enterprises need to deeply study the integration plan after the merger,especially the brand integration plan.In order to maximize the brand resources after overseas M&A and quickly open the market,it is necessary to consider the integration strategy between the enterprise’s own brand and the acquired brand,and plan the future brand family or brand house strategy in advance.At the same time,we also need to consider the challenges of local users’ acceptance,brand positioning,user experience and other factors.This thesis hopes to explore how the enterprises use their own resources to integrate after the cross-border merger and acquisition from the perspective of brand integration strategy design after H Group’s crossborder merger.Using the theory of post-merger integration,from the perspective of brand integration,it sorts out the design direction of the integration strategy after cross-border mergers and acquisitions.Sort out the challenges of H Group’s post-merger integration.From the perspectives of external environment,consistency of strategic direction,differences in management culture,and differences in corporate culture,this thesis sorts out the reasons why H Group encountered integration challenges after its acquisition of Company G.And sort out the optional directions of brand integration from the perspectives of manpower,strategy,finance,and culture.And sort out the factors that need to be considered in brand integration,as well as the comparison of competitor brand value.And then put forward suggestions on the brand integration strategy after H Group merged with Company G.And sort out the implementation guarantee of H Group’s brand integration strategy.In view of this,the main objective of this study is to explore the influence mechanism of brand integration scheme in the integration strategy after overseas M&A from the perspective of overseas M&A enterprises,with brand value maximization as the core and brand integration scheme as the core variable.Brand positioning theory,brand integration theory,post-merger integration theory,brand family theory and marketing synergy theory are applied,combined with overseas user survey data and industry data,as well as the conclusions of relevant personnel interviews.Design the brand integration scheme of H group’s merger with G company,and focus on :(1)the relationship between H brand and the original G brand after the merger.(2)Solved the problem of repetitive original brand positioning of G Company,and proposed a long-term brand integration plan.(3)Review the positioning of each brand after merger from the perspective of brand family.(4)Discuss whether to consider the brand house strategy of some brands.(5)Sorting out the crowd positioning and marketing strategies of each brand.(6)Safeguard measures in the implementation of the integration plan.The main content of this study is to explore how enterprises integrate with their own resources after cross-border M&A from the perspective of brand integration strategy design of H Group after cross-border M&A.Using the theory of post-merger integration,brand family and brand house theory,and marketing synergy theory,this paper combs the design direction of brand integration strategy after transnational merger and acquisition.First of all,the challenges of post-merger integration of H Group are sorted out.From the perspectives of external environment,strategic direction consistency,management culture differences and corporate culture differences,this paper combs the reasons why H Group encountered integration challenges after the acquisition of G Company.Secondly,it combs the factors that need to be considered in brand integration,compares the current brand value of competitors,and analyzes the characteristics of market segmentation users and corresponding brand positioning strategies.Thirdly,it discusses the design direction of brand integration and the concrete implementation plan by using relevant theories.Finally,from the perspectives of human resources,strategy,finance,culture,etc.,the safeguard measures of H Group in brand integration plan are sorted out.Form a set of brand integration plan based on H Group’s acquisition of G Company in overseas M&A.