Research On The Influence Of H Company's Brand Fusion Management On Operation Benifit

In recent years,semiconductor industry has been growing slowly and mergers and acquisitions of semiconductor enterprises are frequent.As the downstream enterprise of semiconductor industry chain-----semiconductor agents,the industry competition is becoming increasingly fierce.How to improve the operational efficiency of enterprises is a topic of general concern in the industry.Sales strategy,channel management,supply chain optimization,customer relationship management and so on,the ways are not effective in the new situation;the purpose of this paper is that exploring practical new methods to further improve the operational efficiency of enterprises,basing on the current development characteristics and future development trends.Through literature review,this paper focuses on the two key points of "brand extension" and "product composition",and finds that brand fusion management is conducive to the operational efficiency of enterprises;and through industry analysis-----including macro-environment analysis and industry environment analysis,it finds that brand decentralization management is not conducive to the operational efficiency of enterprises.Therefore,through literature review and industry analysis,this paper proposes the emergence theory of brand fusion management.Taking marketing theory as the starting point,combining the similarities and differences of 4P theory,4C theory and 4R theory,it is concluded that product profit,service support,operation cost,capital efficiency are positively correlated with operation efficiency of enterprises.In this paper,we choose H Company,which is a leading semiconductor agent company in its field,as the case is typical,the data of the company is complete and available,and the information is abundant,which conforms to the principle of theoretical sampling.Through the construction of brand fusion management structure,the feasibility of brand fusion management is determined.The conclusion is that brand fusion management is conducive to improving the operational efficiency of enterprises.The innovation of this paper is as following 3 points:(1)Brand fusion management provides new ideas for the sustainable development of enterprises,and injects new vitality into the rise of traditional industries.(2)Brand fusion management has achieved good results in the frontier of semiconductor industry,which means that brand fusion management can be applied in the high-end manufacturing industry and other "high-end" industries.(3)The application of brand fusion management is not limited to service industries,but also suitable for many industries covering the three major industries of the national economy.Brand fusion management is limited to the fusion of multi-brand resources to improve the operational efficiency of enterprises;furthermore,the cross-study of multi-disciplinary,international cooperation with large differences in social patterns,also involves the fusion of other resources,we also need to conduct fusion management research of other resources.