I
摘要
金融危机导致西方发达国家经济持续低迷，我国经济发展受其影响相对较小，
这种经济环境的落差为中国企业实施战略并购提供了有利条件。战略并购作为并
购的一个分支，是企业实现快速发展壮大的有效途径，而通过这一途径，也会对
品牌认知度产生一系列的影响
本文选取吉利汽车并购沃尔沃汽车这一案例，从并购初始至今的实际发展情
况入手，展开战略并购对品牌认知度的影响研究。首先本文对吉利汽车实施战略
并购实现对品牌认知度的影响的研究背景及研究意义进行了介绍，对国内外战略
并购及品牌认知度相关理论进行了总结，以现有理论基础为依据进行进一步探讨
在对并购前吉利汽车的发展状况及遇到的问题进行了分析后，叙述了吉利汽车发
起战略并购的动因所在。在并购过程中吉利集团采取了一系列战略措施，这些措
施对品牌认知度产生了影响。接下来本文对采取这些措施所得到的成效进行了具
体分析。研究结论显示，通过战略并购实现品牌认知度的提升要有效的制定相关
策略，如有效利用优质资源和品牌策略等。吉利汽车通过此次战略并购不但实现
了资本的增加，技术上的飞跃和各类资源的补充，更使吉利汽车品牌认知度得到
了很大程度的提升，使其国内外影响力不断增强，越来越多的消费者对吉利汽车
品牌更加认可，吉利汽车一跃成为如今国产汽车品牌中的佼佼者
关键词：战略并购，品牌认知度，吉利汽车，沃尔沃
II
Abstract
The financial crisis has led to the sustained economic downturn in the western
developed countries, and the economic development of our country is relatively small.
The fall of this economic environment has provided favorable conditions for Chinese
enterprises to implement strategic M&A. As a branch of M&A, strategic M&A is an
effective way for enterprises to develop and expand rapidly. Through this approach,
brand recognition can also have a series of influences.
This paper takes Geely automobile's acquisition of Volvo car as the case, and starts
from the actual development of the merger and acquisition, and carries out the research
of strategic M&A to enhance brand recognition. First in this paper, the Geely
automobile strategic mergers and acquisitions and realization of the impact of brand
recognition, introduces the research background and research significance of strategic
mergers and acquisitions and brand recognition at home and abroad, summarizes the
related theory, based on existing theoretical basis for further discussion. After analyzing
the development status and problems of Geely automobile before the merger, this paper
describes the motivation of Geely automobile to initiate the strategic merger. During the
merger process, Geely took a series of strategic measures, which affected the brand
awareness. In the following part, this paper analyzes the effects of these measures. The
conclusion of the study indicates that the improvement of brand awareness through
strategic merger and acquisition needs to effectively formulate relevant strategies, such
as the effective use of high-quality resources and brand strategy. Geely automobile
through the strategic acquisition not only realized the increase of capital, technological
leap and all kinds of resources complementary, more make Geely automobile brand
awareness has been greatly promoted, make its growing influence at home and abroad,
more and more consumers more recognition of Geely automobile brand, Geely
automobile become now the most outstanding in the domestic car brand.
Key words: strategic M&A, brand recognition, Geely automobile, Volvo.
III
目录
第一章引言 ........ 1
1.1 选题背景 ..... 1
1.2 研究意义 ..... 1
1.3 国内外研究综述 ........... 2
1.3.1 关于战略并购的研究 . 2
1.3.2 关于品牌认知度的研究 ........... 3
1.3.3 关于战略并购对品牌认知度的影响研究 ......... 4
1.4 研究思路及方法 ........... 5
1.4.1 研究思路 ........... 5
1.4.2 研究方法 ........... 7
1.5 主要研究内容 . 7
第二章概念界定与基础理论 ...... 8
2.1 基本概念界定 . 8
2.1.1 战略并购的内涵与特征 ........... 8
2.1.2 品牌认知度的内涵与特征 ......... 9
2.2 战略并购的动因与理论基础10
2.2.1 战略并购的动因 .... 10
2.2.2 战略并购的理论基础12
2.3 战略并购对品牌认知度影响的理论分析 .. 13
2.3.1 品牌认知度的影响因素 .......... 13
2.3.2 战略并购对品牌认知度的影响 .... 14
第三章并购前吉利汽车的发展状况分析 ....... 16
3.1 吉利集团概况16
3.2 并购前吉利汽车的发展历程与状况 ...... 17
3.2.1 并购前吉利汽车的发展历程 ...... 17
3.2.2 并购前吉利汽车的发展状况 ...... 19
3.3 并购前吉利汽车发展存在的问题 ........ 21
3.3.1 企业价值较低 ...... 21
3.3.2 战略性资源匮乏 .... 22。