Acquisition of Overseas Brands--a New Brand-development Road for Chinese Automakers
By the analysis of Geelys acquisition of Volvos brand and model building,the author points out acquisition of overseas brands is very significant and will be a new brand developing road for Chinese automakers under the fierce competition environment. Acquisition of overseas brands maybe a shortcut for Chinese automakers to make a successful sally from siege of lots of foreign brands in domestic market and expand the international market. However, if the acquired brand cannot be converted into internal competitiveness, it will induce the brand acquisitions failure. Chinese automakers should pay attention to the acquired brands maintenance and enhancement, thus, brands competitiveness will have the possibility to be improved, and a long-term benefit will be brought to Chinese automakers.
acquisition of overseas brands brand competitiveness brands value brands management
Wang Haijing
School of Economy, Shandong Institute of Business and Technology, Yantai, 264005, China
国际会议
烟台
英文
970-974
2010-08-06（万方平台首次上网日期，不代表论文的发表时间）