Chinas electronics industry still does not manage the acquisition of foreign brand equity.docVIP

 PAGE \* MERGEFORMAT 5 China’s electronics industry still does not manage the acquisition of foreign brand equity In recent years, Chinese companies began a large-scale overseas mergers and acquisitions: TCL acquired Thomson, Lenovo’s purchase of IBMPC, BenQ acquired Siemens and so on, from the perspective of the growth of Chinese enterprises choose the acquisition of such fast-growing approach is understandable, but the from the actual operations after the acquisition of view they are not optimistic about the acquisition of Chinese enterprises are no longer the great brand equity, and to become big problems. Which have forced us to brand asset management proposition to re-define and look at. The course of development of Chinese enterprises from the point of view, they are almost in a closed environment to grow up, the huge domestic market demand to become a hotbed of corporate dream, but with the multinational brands swallow like a whale on the Chinese market, Chinese enterprises have to set foot on ‘wolf change’ journey to begin a large-scale mergers and acquisitions abroad by multinational corporations get rid of the burden, while the brand management in the face of an unprecedented series of implementation of policies has appeared caught by surprise, which shows that the Chinese enterprises are still thinking the brand asset management at the initial stage. From an economic perspective, the brand is the essence of credit, rather than the chaotic communication system. At the same time, the brand is one of the most volatile credit body, because the credit body must continue to create a competitive value. Therefore, for enterprises, brand management is the hardest work, it is accompanied by corporate life thing. From the brand’s credit structure, first and foremost in the minds of consumers already exists in the credit, which we call ‘existing assets’; second is ‘the creation of assets’, ie businesses for the marketplace to create value and competitive proces