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知识经济的发展使得知识成为取代自然资源和社会资源并在相应的经济发展形态中占主导地位的新的资源形态,企业是基于知识资源构建起来的。市场知识资源包括关键人员、销售渠道、客户关系、核心技术、管理经验等。如果这些资源随着并购的进程而没有培育出适当的市场营销能力,则目标企业就成了空壳,收购兼并就失去了意义。本文在分析了企业的市场知识资源和营销能力后,提出一套以市场营销为核心的企业并购模式。
The development of knowledge-based economy makes knowledge become a new resource form that takes the place of natural resources and social resources and occupies the leading position in the corresponding economic development patterns. Enterprises are built based on knowledge resources. Market knowledge resources include key personnel, sales channels, customer relationships, core technologies, management experience and more. If these resources do not foster proper marketing capabilities as the M & A process progresses, the target company becomes an empty shell and mergers and acquisitions lose their meaning. After analyzing the market knowledge resources and marketing capabilities of enterprises, this paper proposes a set of M & A mode based on marketing.