品牌整合策略的内部风险评价研究

上海交通大学硕士学位论文品牌整合策略的内部风险评价研究姓名：余嘉露申请学位级别：硕士专业：企业管理指导教师：顾锋20090101ABSTRACTTHERESEARCHONINTENALRISKEVALUATIONOFBRANDINTEGRATIONABSTRACTInthedevelopmentofmodernbusiness,thecorecompetenciesoftheenterpriseshavebeenchangedfromtheproductionabilitytothebrandintegrationandoperationabilities.Moreandmoreenterprisebegantointegratetheirbrandsystemtostrengthentheirbrandpositions,whichshowsthatthebrandintegrationhelpstomaintainandimprovethecompetitiveadvantagesinthelongterm,gainmoreprofittotheshareholdersandenterpriseitself.Butduetothefastdevelopmentoftheeconomicsandsciencetechnologiesandthefurtherconflictofdifferentcultures,enterprisewillfacenotonlythecomplexandunrestexternalenvironment,butalsotheuncertainfactorsintheinternalenvironmentwhichbringsalotofinternalriskwhenapplyingthebrandinternalstrategy.Sohowtorecognizeandassesstheseriskswhichshowsgreattheoreticalandpracticalsignificancethedomesticstudiesonitweresmallandscattered,whichmainlyfocusedontheconnotation,mechanismandeffects.whentheydiscussABSTRACTtheadvantagesandprofitthatthebrandintegrationbringtotheenterprise,theydidn’tcontinuetogofurthertoanalyzetheriskfactorsandriskassessmentandhowtomaketheriskmanagementefficiently.Themainpurposeofthispaperwastofindoutthekeyfactorsimpactingtheinternalriskforthebrandintegrationstrategyinordertoevaluatetheinternalriskreasonablyandsubjectively.Afterfindingoutthemainfactorsimpactingtheinternalriskofbrandintegration,thepaperdesignedtheevaluationindicatorsandsystemwithAHPandDelphimethods.Inordertoavoidthesubjectimpactontheweightsofindicators,thepaperappliedtheconceptofentropycoefficienttothecalculationofindicators’weightsandsetupthefuzzycomprehensiveassessmentmodelofinternalriskofbrandintegration.FinallythepaperapplytheassessmentmodeltotheSaicGroupwhoconductedthebrandintegrationstrategyintwobrandsMGandRoewetoassessandanalyzetheinternalriskoftheSaicGroup’sbrandintegrationstrategy.Thispapercannotonlyenrichtheresearchofbrandintegration,butalsoguidetheenterprisetorecognizeandassesstheinternalriskandconductareasonableriskmanagementtoimprovetheintegrationeffectandenhancethebrandcompetitiveness,whichshowsgreattheoreticalandpracticalsignificance.ABSTRACTKEYWORDS:InternalRisk,BrandIntegrationStrategy,EntropyCoefficient,FuzzyComprehensiveEvaluation11.1“”21231.21.2.3.1.3124341.41-151-1Figure1-1StructureofThesis672.1MarkRitson200220802090BrandIntegrationbrandconsolidationMckinsey1997198519962-12-1Table2-1FeasibleanalysistableforbrandintegrationinM&A8Mckinsey199720071998200680Mckinsey19971234200020022002200520061234“”2000“”2002“”2006200592.22.2.1StrategicRiskManagement,SRM[1]Boehm:riskassessmentriskcontrol[2]Cooper&ChapmanChapman[3]RaoTummalaetal.:riskevaluation:[4]RaoTummalaetal.::102-12-1Figure2-1ProcessofStrategicriskmanagement2.2.2[5](1959)1984Wernerfelt()11C.(1987)GunzJall(1996)Mi11erBurke,Gilck(1998)Rifkin(1998)Hendrickson,JamesC(1994)Waterman,Perters(1982)7S()JamesMHiggins(2005)7S8S()(2004)2005)(2005)20052006()():()()()122.32.3.1:1.[6]2.3.cause-and-effectdiagram4.faulttreeanalysis135.DelphiDelphi2.3.2:;“[7]1.TheAnalyticHierarchyProcessAHPT.L.Salty2070[8]2-2142-2Figure2-2Thehierarchyofevaluation2.GreySystemTheoryW.R.Ashby“”1981“”“”3..4.:5.“”[9]:;15;;:1.ArtificialNeuralNetwork,ANN1986RumelhartBackPropagation,BPBP2.EvolutionaryComputation,EC1975MichiganJ.Holland2.3.31.150QTT=t273.16,t∑Q/TQ,T1865QTEntropyEntropy[10]1948“”16∑=−=niPPK1i2logH2-1HHHP1…PnH“”“”“”“”——:[11]2.[12]mn=mnmmnnrrrrrrrrr''''''''''R212222111211LMMMLL2-217R’()nmijr×=R2-3rijj,[]1,0rij∈{}{}{}jjijijjijijijrrrrr'min'max'min'−−=2-4mni∑=−=njijijiffk1lnHmi,,2,1L=2-5∑==njijijijrrf1nkln1=2-60=ijf0ln=ijijffm,niiω∑=−−=miiiiHmH11ω2-7[13]:1.j1,2.j3.10i≤≤ω11=∑=miiω184.5.6.2.42019203.1Aaker199021——3.21221“”27032“”“”23166MD-95MD-957373.33-1Figure3-1InternalRiskMapofBrandIntegration3-1243.2.11.2000“”“”2.253.3.2.2[14]263-2Figure3-2ComponentsofExecutingAbilities1.[15]2.273.283.2.3293-33-3Figure3-3ComponentsofBrandRecourses1.302.3.314.324.14.1.11233344.1.2ABC4-14-1Table4-1IndexesforInternalRiskEvaluationofBrandIntegrationC1C2B1C3C4C5B2C6C7C8C9AB3C10344-1Figure4-1HierarchyStructureModelofInternalRiskAssessmentofbrandintegration4.2AB1B2B3C1C2C3C4C5C7C8C6C9C10354.2.14-21-9Table4-2ScaleofComparationMatrixFrom1-91357924681/31/51/71/91/2,1/4,1/6,1/84-1B1,B2,…,BnA4-34-3Table4-3RelativeSignificanceComparationMatrixAB1B2…BmB1b11b12…b1mB2b21b12…b2m……………BmBm1Bm2…BmmbijABiBjA=bijm×m1-94-22Mi36∏==mjijibM1i=1,2,…,m(4-1)mmmjijib∏==1ω(4-2)[]iωωωωL21,=∑=iiiωωω(4-3)()∑=iimAωωλmax(4-4)CR0.101m=maxλmfmaxλmaxλCI()1max−−=mmCIλ(4-5)(2)mRI1-14RI4-44-4Table4-4MeanRandomConsistencyIndexes1234567RI0.000.000.520.891.121.261.36891011121314RI1.411.461.521.541.561.581.593RICI=CR(4-6)2CIRICR370.14.2.225202020111-94-24-5Table4-5RelativeSignificanceComparationMatrixofLevel-1IndexB1B2B3B111/21/3B2211/2B3321maxλ=3.0536CR=0.051560.1384-6C1C2C3Table4-6RelativeSignificanceComparationMatrixofLevel-2IndexC1C2C3C1C2C3C111/31/4C2312C3421maxλ=3.1078CR=0.01210.14-7B2C4C5C6Table4-7RelativeSignificanceComparationMatrixofLevel-2