【作者】 鲁凌飞；

【导师】 刘向丽；

【作者基本信息】 辽宁大学 ， 国际贸易学， 2010， 硕士

【摘要】 随着中国经济的发展,外资并购活动在中国越来越频繁。外资并购在中国的并购策略表现出极其强烈的特征,即以行业龙头企业为目标。而这些企业要不其企业本身就是国内发展较好的品牌,要不其旗下生产的产品就是已经取得广大销售渠道获得消费者认可的品牌。因此,外资在华并购行为对我国民族品牌的发展产生了一系列的影响。本文把外资在华并购行为对我国民族品牌发展的影响概括为三种,即强化影响、弱化影响、及消灭影响。强化影响指通过外资在华并购行为,国内企业吸收了足够的发展资金、先进的生产技术和成熟的品牌发展管理经验,从而不断扩大品牌影响力,提高品牌价值。弱化影响则是指国内企业品牌在外资并购的行为中并没有得到发展。这是因为这些外资在华并购的动机是借助国内品牌企业成熟的销售渠道销售自己的品牌为打开中国市场节约资金,减少税负。同时有些外资并购国内品牌的目的就是为了雪藏其品牌,消灭外资企业在中国市场的竞争对手。这就是外资在华并购对品牌的消灭影响。由此可见,国内企业在面对外资并购行为时要注意品牌保护,树立品牌保护意识,加强品牌管理,防止外资并购的垄断,减少品牌并购时的风险性。为此,政府应加强外资并购监管制度、建设完善资产评估制度、构建外资并购的法律体系同时建立和完善外资并购法律体。行业协会方面应强化服务功能,促进行业的发展完善监督管理,营造良好的执业环境,同时提供相关法律和政策咨询,防止外资的垄断行为。企业、政府、行业协会三方面的努力将会提高企业对品牌的认识和研发能力,加强对品牌知识产权保护使企业利用创新意识发展品牌,用创新为民族品牌打开大门更多还原

【Abstract】 As China’s economic development, foreign mergers and acquisitions in China are increasingly frequent. Foreign M & A strategy of mergers and acquisitions in China, showed very strong characteristics, that is the industry leading enterprises as the goal. Otherwise the business of these companies itself is a good brand of domestic development, or else its products is its vast distribution channels has been made to obtain consumer recognized brand. Because of this, foreign investment M & A activity in China, the development of China’s national brands also produced a series of effects. This paper, the behavior of foreign mergers and acquisitions in China, China’s national Brand Development summed up the impact of three kinds, namely, to strengthen the impact of weakening the impact and the elimination of the impact. Strengthen the impact of that acquisition activities by foreign investors in China, domestic enterprises to absorb a sufficient development funds, advanced production technology and mature management experience in brand development, thereby expanding the brand influence, enhance brand value. Weakening effect refers to the brand in the foreign acquisition of domestic enterprises conduct did not develop. This is because the motivation is to draw on foreign mergers and acquisitions of domestic brands mature sales channels selling their own brands to save money to open the China market. And some foreign acquisition of domestic brands aim is to frozen its brand, the eradication of foreign-funded enterprises in the Chinese market competitors. This is the foreign capital in China, the elimination of the brand impact of mergers and acquisitions. Thus, foreign acquisition of domestic enterprises in the face of an act should pay attention to brand protection, brand protection awareness, strengthen brand management, to prevent the monopoly of foreign mergers and acquisitions, reduce risk of brand M &. To this end, Government should step up M & A regulatory system of comprehensive system of property assessment, building M & A legal system while establishing and improving the M & A legal body. Industry associations should strengthen the service function, and promote sound development of the industry supervision, to create a good practice environment. Also provide legal and policy advice, to prevent monopoly of foreign capital. Business, government, industry associations will enhance the efforts of three companies on brand awareness and R & D capabilities, enhance the brand of intellectual property rights protection allows enterprises to develop brand awareness of innovation, with innovation as a national brand to open the door.更多还原