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2.3外延并购——美泰注重品牌扩张,孩之宝围绕IP深度整合玩具巨头的规模扩张往往依靠积极的外延并购。玩具企业的并购策略往往与其发展战略密切相关。对比美泰与孩之宝的并购历程,美泰的并购策略侧重于品牌扩张,孩之宝则着重围绕IP做深度整合。美泰:以品牌扩张为目的的横向并购美泰认为外延并购是一种快速建立新品牌的方式,有利于弥补业务上的短板,获得并培育世界级品牌。
2.3 Epitaxial M & A - Mattel pays attention to brand expansion, Hasbro around the scale of IP-based toy giant expansion often rely on aggressive outsourcing mergers and acquisitions. Toy companies M & A strategy is often closely related with its development strategy. Comparing Mattel and Hasbro’s M & A process, Mattel’s M & A strategy focuses on brand expansion while Hasbro focuses on IP’s deep integration. Mattel: Horizontal M & A for Brand Expansion Mattel believes that extrinsic M & A is a way of quickly building a new brand that will help make up for the shortcomings in business and acquire and nurture world-class brands.