Chinese Enterprises Overseas Mergers And Acquisitions Under The International Brand Strategy Research

Since last century, China has begun to actively promote the internationalization of domestic brands, Chinese brands are encouraged and assisted to go abroad and fight to become an international brand. This is not only in line with the needs of the development of Chinese enterprises and the Chinese economic society, but also with the development trend of world economic integration. Through decades feel climb boil many, Chinese enterprises refer to the successful expansion modes of foreign brands, explore their unique patterns of brand internationalization. Finally while marching ahead towards internationalization, Chinese enterprises have formed their own development mode featuring OEM, overseas merger and acquisition and self-development. After the 2008 financial crisis, overseas merger and acquisition has become the most favorable way of brand internationalization for Chinese companies. It also stimulates the brand internationalization progress thanks to its particular superiorities. Nevertheless, due to the poor international image and the lack of international influence of "made in China", as well as to the inefficient awareness of brand activities during overseas M&A, resulting in the lack and inadequacy of international brand strategies, many Chinese enterprises experienced defeat during the journey of overseas M&As. After analyzing the present condition of the M&As of Chinese enterprises and the internationalization of Chinese brands, this paper puts forward the opinion that overseas M&A should be the major way taken by Chinese enterprises toward brand internationalization. Some analysis of the necessity and challenges that may be faced with have been made. Also some strategic suggestions have been put forward with the hope to help Chinese brands become global.