CAJ | 학술논문

在当前企业大规模并购的现实背景下,结合并购后品牌整合领域的研究成果,采用多案例分析法,对横向并购后品牌整合战略及品牌整合的本质进行了探索性研究。研究表明：提升战略、独立战略和边缘化战略是3种基本的品牌整合战略类型,是推演其他多种战略类型的基础;品牌整合的本质是以品牌为核心重新配置营销资源。该研究结论不仅丰富了品牌整合领域的研究成果,同时对品牌管理实践也具有重要的参考价值。
재당전기업대규모병구적현실배경하,결합병구후품패정합영역적연구성과,채용다안례분석법,대횡향병구후품패정합전략급품패정합적본질진행료탐색성연구。연구표명：제승전략、독립전략화변연화전략시3충기본적품패정합전략류형,시추연기타다충전략류형적기출;품패정합적본질시이품패위핵심중신배치영소자원。해연구결론불부봉부료품패정합영역적연구성과,동시대품패관리실천야구유중요적삼고개치。
In view of today＇s large-scale mergers and acquisitions （M＆As）,the paper makes an in-depth multi-case study on brand integration strategy and the essence of brand integration after horizontal M＆As based on current researches on brand integration after M＆As. The results show that： promoting, independent and marginalized are three＇, basic brand integration strategies.On the basis of these three strategies,many other strategies can be deduced. The essence of brand integration is reallocating marketing resources with brand at the core. The conclusions not only make certain contributions to brand integration theory, but also offer some valuable guidance to brand management practice.