吉利并购VOLVO的品牌溢出效应研究

摘要随着中国汽车工业国际化的当下，运用品牌溢出理论分析吉利并购VOLVO带来的若干效应，从而研究除却并购后对企业本身的效应外，对企业之外会产生哪些有效因素。从品牌角度出发，分别通过产品品牌、雇主品牌、企业品牌三个方面来阐述并购带来的品牌溢出效应，其中，产品品牌从消费者方向出发，解析并购对消费者以及吉利的产品品牌方面起到了怎样的外溢效果，通过解析，并购是吉利的产品得到优化，消费者对国产车更为青睐。而雇主品牌从企业员工的立场来剖析并购带来的溢出效应，剖析得出，并购后的双方企业员工对自身企业更具信心与安全感，而企业外部潜在雇员有了跟多就业机会。这两者的结合形成了企业独有的企业品牌，最后再从企业品牌这一整体角度来分析并购行为给吉利以及沃尔沃带来的品牌溢出效应，分析得到，企业品牌作为企业的无形资产，提高了企业的竞争力，带动了行业创新力。29441
毕业论文关键字：吉利沃尔沃品牌溢出产品品牌雇主品牌企业品牌
Abstract With the internationalization of China's automobile industry, using brand overflow theory to analyze some effect of the merger and acquisition between Geely and Volvo, so as to study the effect on enterprise both the internal and external. From the views on brand, through the points of product brand, employer brand, enterprise brand to elaborate the spillover effect of the merger. Among these points, the direction of the product brand is from consumer, and analyze how the spillover effect affects on the consumer and the product brand of Geely, I get that the behavior of merger can promote the quality of product which can make the product more popular and make customers have more confidence on home-made car. From the enterprise staff's position to analyze the spillover effects of mergers and acquisitions from employer brand, I get that after the merger of the two enterprise their employees feel more confident and a sense of security, which can bring the company the positive impact on the management of the company operating, and external potential employees have more employment opportunities. The combination of the product and employer brand formed the unique enterprise brand, and then from this point I analyze the behavior of merger whether to bring Geely the spillover effects of brand, I get that the corporate brand as an intangible asset of enterprise, improve the competitiveness of the enterprises and the creativity of the industry.
目录
引言    5
1 溢出效应理论概述    6
1.1溢出效应的概念    6
1.2跨国并购的知识溢出效应    6
1.3 品牌溢出效应    7
2 吉利并购VOLVO的品牌溢出效应    8
2.1 案例介绍    8
2.2 案例分析    9
2.2.1 并购动因    9
2.2.2 并购后发展    10
2.2.3 并购的品牌溢出效应    11
3 启示与总结    15
致谢    17
参考文献    18
引言
孙丽娟在她的学术论文《浅谈中国企业跨国并购整合问题——以吉利收购沃尔沃为例》中提到：衡量海外并购是否成功，并不是看并购交易是否能够完成，而是看完成交易之后的数年内是否能够实现有效整合、平稳运行并实现赢利、提升价值。从2010年吉利并购沃尔沃至今已有4年之久，并购后的企业运营已见分晓。四年来，吉利并购沃尔沃带来了溢出效应，本文将重点研究并购后吉利与沃尔沃双方在品牌方面的溢出效应。

1 溢出效应理论概述
1.1溢出效应的概念
溢出效应(Spillover Effect)，是指一个组织在进行某项活动时，不仅会产生活动所预期的效果，而且会对组织之外的人或社会产生的影响。溢出效应分为知识溢出效应、技术溢出效应和经济溢出效应等。吉利并购VOLVO的品牌溢出效应研究:http://www.751com.cn/kuaiji/lunwen_24703.html