随着经济全球化的进一步深入,以获取品牌优势为目的的跨国并购席卷全球。然而并购后的品牌整合存在着多种风险,包括决策风险、品牌评估风险、管理风险、控制风险、法律风险、国别文化风险以及客户流失风险,严重制约着品牌整合的效果。在此基础上,针对性的应对措施会在一定程度上规避风险的产生,实现品牌的顺利整合。 With the deepening of economic globalization, multinational mergers and acquisitions (M & A) aimed at gaining the brand superiority have swept the world. However, the brand integration after the merger has many risks, including decision-making risk, brand assessment risk, management risk, control risk, legal risk, country culture risk and customer loss risk, seriously restricting the effect of brand integration. On this basis, targeted response measures will to some extent avoid the risk of production, to achieve the smooth integration of the brand.