华中科技大学硕士学位论文
摘要
进入 21世纪，随着经济全球化一体化的要求不断增加，企业间的竞争程度越来
越白热化。企业为了争夺或抢占更多的核心资源，增加自身优势地位，会选择并购
的方式来进行扩张。国内外物流行业也开始不断进行并购整合，从整个物流行业来
看，尤其是国际货运代理行业，自身内部进行发展来扩张比较缓慢，对外并购无疑
是迅速地达到扩张的最佳途径。另一方面，企业并购整合对于并购又是关键的过程，
必须非常重视，而并购整合是否成功的标准就是最终协同效应的达成。
本论文以 D国际货运公司为研究背景，从公司成立、发展以及并购历程开始，
以并购理论、营销整合理论为基础，通过对 D国际货运公司并购整合实际情况的分
析，充分了解 D国际货运公司并购营销整合现状，发现问题和原因，并且最终提出
解决方案。首先剖析企业所处的内部和外部环境给并购整合带来的影响，用 SWOT
的分析方法，对企业的机遇、威胁、优势和劣势进行分析，找到 D公司并购营销整
合存在的问题及其内在和外在原因。其次通过对原因的分析，结合营销理论，用案
例分析法归纳总结出 D公司营销整合策略的五个具体方面，包括服务产品的营销整
合、服务价格的营销整合、市场渠道的营销整合、企业文化的营销整合和组织架构
的营销整合。最后从财务指标、品牌影响等方面进行评估和验证并购整合的最终协
同效应的达成效果。通过研究分析，本论文也指出并购整合是从上至下的全方面的
资源优化与融合，是对公司整体战略的继承与推广，帮助提升客户的满意度，最终
实现股东的利益最大化。
关键词：物流并购；并购整合；营销整合；国际货运
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华中科技大学硕士学位论文
Abstract
After 21
st
Century, the economyglobalization is acceleratedcontinuously. The
competition becomes much fiercer for modern companies. In order to obtain the core
resources and strength the advantages in own industry, the different kinds of the mergers
and acquisitions (hereinafter called M&A) surged for the expansion. The same trend of
M&A in the logistics industry came out gradually. In view of the whole logistics industry,
esp. for the global forwarding, the external M&A would be the fastest option for the
expansion. Meantime, the M&A integration will be the critical process, which should be
emphasized with high level. The entire M&A integration will be the key standard for the
success of M&A to get the ultimate synergy.
This dissertation will study the integration process for D global forwarding company
from its history and development, based on M&A theory and the marketing integration
theory, to analyze the actual situation of the integration, find out the concrete issues and
reasons, and give the proposals on the strategic solutions. Firstly, the dissertation will
parse the impacts caused by the internal and external environment of the company, and
analyze the strengths, weaknesses, opportunities and threats by using the methods of
SWOT, then find out the existed problems of marketing integration of D company and
also the internal and external reasons behinds. Secondly, after the reasons are exposed,
based on the marketing theory, using case analysis method, it concluded five key contents
of the marketing integration of D company, including the integration of the service and
products, the price of the products, the market channel, the culture of the company and the
frame of the organization. Last but not least, it will evaluate and verify the effects of the
ultimate synergy of M&A integration, in terms of financial indicators, brand influence, etc.
Through the study and analysis, the dissertation will point out the integration is the
perpendicular and all-sided coalescence for all resources. It’s also the inheritance and
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