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Abstract
Brand is one of the most important resources to enterprises. The brand success or not is a very important factor to measure the competitiveness of enterprises. Nowadays, with Chinese market reform and opening-up as well as the foreign capital admittance policy gradual relaxation after the China joins WTO, more and more foreign capital merger and acquisition activity occurs in China. The foreign capital merger and acquisition is a double-edged sword. On the one hand, the foreign capital merger and acquisition may bring the fund, the technology and the managerial experience to the Domestic enterprise and helps them to realize the optimization promotion of industrial structure. On the other hand, with increasing number of Foreign-funded enters the Chinese market and the investment scale rapid expansion, the foreign capital merger and acquisition bring the negative effect is noticeable. In the process of Foreign-funded merger and acquisition, one of the prominent questions is the Foreign-funded enterprise attenuates the market influence and the brand competitive power of Chinese-owned brand. Under the situation of Chinese enterprises by foreign capital merger and acquisition, this research starts with the phenomenon of market share drops of Chinese-owned brand which even vanishes after Foreign-funded controls the Chinese owned-brand; use the methods of 本英语毕业论文由英语论文网www.51lunwen.org整理提供theoretical analyses in the field of brand, microeconomics and M&A theory combines with the case studies, and try to investigate the problem that Chinese owned-brand management in the process of foreign capital merger and acquisition. With the result, the reason that why does the foreign-funded choose the Chinese-owned brand to develop their market in China was found. It also centering on the foreign enterprises’ brand competition strategies, analyzes the Chinese owned-brand constraints and weakness, gives some specific suggestions to help them enhance the market competitive power of Chinese owned-brand and improve the quality of brand management.
Contents
Chapter 1 – Introduction
1.1. Research Motivation....................................1
1.2. Research aims and objectives..........................3
1.3. Research design....................................5
1.4. Chapter structure...............................7
Chapter 2 - Literature Review
2.1. Introduction...............................8
2.2. Brand
2.2.1. Definition of Brand
2.2.2. Brand equity
2.3. M&A theory
2.3.1. Definition of M&A
2.3.2. Development of the theory of M & A..9
2.2.1. Horizontal Combinations  9
2.2.2. Vertical Combinations......................10
2.2.3. Conglomeration theory....................11
2.2.4. The new theory of M&A..............................12
2.3. The main theoretical of M & A Theory..............13
2.3.1. Efficiency theory......................................14
2.3.2. Market Power Theory......................................15
2.3.3. Information and Signaling Theory..................16
2.3.4. Agency Theory.................................18
2.3.5. Free Cash Flow Hypothesis.............................19
2.4. The new formulation of M & A theory.....................21
2.5. Summary..........................26

Chapter 3 – Research Design and Methods
3.1. Introduction...........................................27
3.2. Aims and objectives..........本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。