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In: Business and Management

Submitted By pulkit12345
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Since 2005, China's home appliance industry has undergone several influential industry mergers and acquisitions, including acquisition of Kelon, Hisense, Changhong and Meiling mergers and acquisitions, the U.**** & A Little Swan. Today, these acquisitions have been settled, the integration of follow-up work has been completed, the combined operating results of companies also performed well. However, whether the success that these acquisitions has been the case? Post-merger integration of both the physical integration of the company's operations also include intangible brand integration, and the effect of brand integration is often difficult to determine in the short term, brand integration ( including the corporate brand and product brand) is a long process. M & A corporate brand integration services primarily to compensate for short-board, to achieve bigger and stronger, so companies tend to build an integrated brand. Due to intense competition, many businesses less competitive and product brands have been eliminated, industry concentration increased. Poor management of some enterprises, heavy capital operation, light business, the enterprise funds strand breaks, has brought to other business acquisition opportunities. Deteriorating market environment, diversified enterprises have an advantage relative to specialized enterprises. Improve the product portfolio through the acquisition, comprehensive coverage of black and white, a diversified home appliance business, which is several cases of this study were the M & A corporate strategic intent. On the whole, the differences in various determinants of the enterprise in the post-merger integration of corporate brand strategy is often different. Changhong and beauty brand in fact taken the coexistence of two-integration of corporate brand strategy. Changhong and beauty of the development objectives are hoped to create a…...

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