【作者】 王岩；

【导师】 姜忠辉；

【作者基本信息】 中国海洋大学 ， 企业管理， 2008， 硕士

【摘要】 在市场竞争日益激烈的今天,并购已成为企业谋求自身迅速发展的一种有效手段。然而,回顾以往的并购事件,成功者却只占了较小的比例。许多学者对失败案例进行研究发现,企业文化成为影响企业并购成功与否的重要因素。如何进行文化整合成为摆在并购企业面前的一大问题。针对这一问题,学术界进行了大量的研究,并提出了诸如文化整合模式这样一些相对实用的文化整合成果,这些研究成果虽然对于提高文化整合效率起到了较大的作用,但仍需要进一步向前探索。基于此,本文将内部营销这一先进管理理念引入这一领域,在内部营销与并购企业文化整合之间寻找切入点,并在此基础上设计出对并购企业文化整合有一定指导意义的基于内部营销思想的并购企业文化整合模型。同时,本文还结合了实际案例进行分析,以增强本文的实际应用价值。本文首先回顾了并购企业文化整合以及内部营销的研究成果,同时对企业文化、企业并购、内部营销等理论进行了一定的分析。在此基础上,分析指出企业文化所具有的特点以及由此为文化整合带来的问题,针对这些问题结合内部营销自身的特点对内部营销应用于并购企业文化整合这一过程是否可行进行分析。通过分析最终得出,企业文化由于其坚固性、无形性、动态发展性的特性,使传统的管理理念指导并购企业文化整合这一过程中表现出有些乏力。同时,内部营销作为一种以人为本的全新的管理理念,对于并购企业文化整合这一实际过程是有一定针对性和实际应用价值的。其次,通过对已有研究成果的加工,提出了基于内部营销的文化整合模型,并将模型的每一部分进行细化,详细论述了文化考察与分析、内部员工市场调查与细分、产品设计以及内部营销组合等这些构成模型的主要部分。与此同时,这些论述也证明了将外部营销的理论工具进行有针对的变换,应用于企业内部将在很大程度上拓展管理者的管理思路,对整个文化整合过程将会起到一定的促进作用。再次,由于领导者在并购企业文化整合过程中的地位及作用非同一般,本文在结合自己研究的基础上对领导者在这一过程当中应当扮演的角色进行了分析,并提出了领导者在并购企业文化整合这一过程当中所应当扮演的设计师、教练员、服务者、模范者四种角色。最后,结合湖南华菱钢铁集团有限责任公司的文化整合的实际情况,利用本文的研究成果进行分析,从中找寻在本案例中,企业所采取的哪些措施与本文的研究有共同之处,企业有哪些不足,以及应如何进行改进,从而证明了本文的研究是具有一定的现实基础和实际应用价值的。更多还原

【Abstract】 Today, the fierce of competition in the market is increasing, mergers and acquisitions to enterprises have become the effective means for seeking the rapid development. However, Review the events of the past acquisitions, successful cases are of smaller proportion. Many scholars who study the failures found that corporate culture has been an important factor which influences the success or failure of the merger. How to integrate the corporate culture become a major issue in the face of corporate mergers and acquisitions. In order to solve this issue, a great deal of academic research have been done, and put forward such as cultural integration model which is relatively practical results. Although the results of these studies for improving the efficiency of cultural integration has played a larger role, but still need us to make further exploring.Based on this, this paper introduce internal marketing into this area, looking for breakthrough point between internal marketing and the corporate culture integration of M & A, then design a meaningful model of the corporate culture integration of M & A to the reality. At the same time, the paper also combines the analysis of actual cases, so as to enhance the practical application of this value.First, this paper reviews the study results of the corporate culture integration of M & A and internal marketing, and analysis the study results of corporate culture, corporate mergers and acquisitions and internal marketing. On this basis, point out that the characteristics of corporate culture and the problem because of those characteristics, in light of these problems with the characteristics of internal marketing then analysis the feasibility that using internal marketing into the corporate culture integration of M & A. By analyzing that drawing, due to that the characteristic of corporate culture is invisible, strong and dynamic development, the traditional management theory is useless to guide this issue. Meanwhile, as a people-oriented theory internal marketing is useful to the corporate culture integration of M & A.Second, based on the research results that have been processed, and put forward cultural integration model that based on the internal marketing, then details each part of model including inspection and analysis of the cultural, internal staff surveys and market segmentation, product design and Internal marketing mix and so on. At the same time, these discussions will also prove that the theory of external marketing tools that be appropriate transformed used in the corporate culture integration of M & A will largely expand the management of ideas, and will play a certain promoting role to the entire process of cultural integration.Third, because of leaders playing very important roles in the corporate culture integration of M & A, the paper in the light of their own study, analysis the roles those leaders should act .At last, point out that the leaders should be the designers, instructors, and service providers and models in the corporate culture integration of M & A.Forth, the combination of Hunan Valin Iron and Steel Group Co., the actual situation of cultural integration, using the results of the study to analysis, in order to find which measures taken by the enterprise in this case are common to this study, what are inadequate, and how these should be improved so as to prove that this study has a realistic foundation and practical application value.更多还原