摘要

自20 世紀(jì)90 年代中期以來,隨著世界經(jīng)濟(jì)全球化不斷深入和發(fā)展,跨國并購狂潮迭起,一浪高過一浪,并呈現(xiàn)出一些鮮明的特點(diǎn)。其數(shù)量之多、規(guī)模之大、影響之廣,已引起世人矚目。越來越多的初具國際競爭能力的中國企業(yè),通過跨國并購積極參與國際競爭、國際分工與合作,不斷拓展自身的生存與發(fā)展空間。中國企業(yè)要走國際化發(fā)展的道路,必須認(rèn)清跨國并購的動因、特點(diǎn)和發(fā)展趨勢。雖然取得了一些成果和經(jīng)驗(yàn)，但也存在著不少問題和障礙，不但影響了并購企業(yè)對外投資戰(zhàn)略的成功實(shí)施，還有可能對企業(yè)的原有根基造成動搖乃至威脅。因此，有必要對中國企業(yè)跨國并購存在的問題進(jìn)行一番分析和思考，并采取相應(yīng)的對策和改進(jìn)措施，這是促進(jìn)中國企業(yè)跨國并購健康發(fā)展的要求，也是提升中國企業(yè)在國際市場整體競爭力的要求。


關(guān)鍵詞:國際市場營銷、存在問題、發(fā)展對策

Abstract

Since the middle of 1990’s, cross-border mergers and acquisitions have undergone many rises with the deepening and developing of economy globalization and shown some distinct characteristics. The large quantity, scale and extensive impact have been impressive in the world. More and more Chinese companies with basic international competitiveness participate in international competition, division of labor and cooperation, and expand their room for survival and development through cross-border mergers and acquisitions. While going global, they have to understand the motives, features and trends of cross-border mergers and acquisitions. Now we have been got some harvest and experience, but still having some problem and obstruction. These problem not only effect mergers and acquisitions enterprises actualize successful in foreign direct invest strategy, but also may cause fluctuating even menace in the original groundwork of the enterprises. So it is very necessary to analyse and think about cross-border mergers and acquisitions problem of Chinese enterprises, at the same time, take corresponding countermeasure and ameliorate measure in it. This is the requirement to accelerate the cross-border mergers and acquisitions of Chinese enterprise to develop more healthy, and also the way to advance the Chinese enterprise’s integrated competition ability in international market.


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