2006年末TCL全面重组欧洲彩电业务,联想海外业务持续亏损,文章重新审视以收购海外品牌为主要动机的跨国收购行为。质疑以当下中国企业的管理能力和经验积累,实施″买品牌打市场″这一国际化策略的可行性,并通过反观成功先例,总结收购成功的必要条件,提出如果缺乏强大的品牌经营能力和并购后持续的品牌建设,国际化道路行之弗远。 At the end of 2006, TCL restructured its European color TV business in an all-round way, and its overseas business continued to suffer a loss. The article re-examined the cross-border acquisitions with the main motive of acquiring overseas brands. Questioning the current Chinese enterprises’ ability to manage and accumulate experience, the implementation of the “buy a brand to play the market” the feasibility of this international strategy, and by reviewing the successful precedent, summing up the necessary conditions for the success of the acquisition, that if the lack of strong brand management capabilities and After the acquisition of sustainable brand building, the internationalization of the road of the Far East.