在日益变化的全球化经济下，企业只有保持核心竞争力才能在竞争激烈的市场中立足。而品牌作为企业的一种无形核心资产，品牌延伸是企业有效使用品牌资产的重要形式，通过品牌延伸来提高企业的市场竞争力已经成为一种常见举措。品牌延伸不仅能加速新产品的市场化，还可以借助于新产品给品牌带来的新鲜感，防止品牌的成熟老化。而品牌并购作为实现品牌延伸的重要方式之一，并购后借助恰当的品牌延伸策略，能够充分发挥并购品牌的优势。但失败的并购延伸案例在国内外也比比皆是，因此，以消费者接收和认可为导向、制定适合的并购延伸策略是帮助企业成功实施并购及品牌延伸的关键所在。

首先，本文以著名食品公司雀巢为研究背景，在回顾雀巢公司一百五十余年的并购历史中，以雀巢并购星巴克零售业务的品牌延伸为具体案例进行深入研究。探讨作为两大咖啡竞争对手的雀巢和星巴克的牵手原因，详细分析并购后品牌延伸的策略，即利用雀巢现有技术资源和星巴克品牌的影响力推出针对新细分市场的星巴克胶囊咖啡和星巴克办公咖啡服务。

其次，在品牌延伸评价的情感迁移模型上，使用调查问卷请消费者对此次并购后的品牌延伸进行评估。问卷结果运用SPSS统计软件，经过数理统计分析后验证了以往学者们的结论：母品牌感知质量、契合度均对延伸评价产生显著影响，契合度在母品牌感知质量对延伸评价影响过程中起到中介作用。通过评价结果，也验证了本次星巴克零售并购后的品牌延伸获得了消费者的认可。

最后，根据以上案例分析和定量研究，归纳总结出雀巢并购星巴克后品牌延伸的决策流程，为其他企业进行并购品牌的延伸提供参考。结尾部分对本次研究进行总结，包括主要研究结论、研究不足之处和未来展望。

        并购品牌延伸是一个需要继续深入研究的领域，将并购和品牌延伸相结合的研究属于比较新的视角。本文融入大量理论和数据分析结果，在回顾雀巢并购历史中，以雀巢并购星巴克零售业务为案例核心，从并购后的品牌延伸角度出发，由浅入深的剖析了并购中品牌延伸的发展方向，在理论和实践方面对其他企业并购后的品牌延伸策略都具有一定的参考意义。

In the increasingly changing economic environment around the world, companies must maintain their core competitiveness in order to gain a foothold in a highly competitive market. As a brand's intangible assets, brand extension is an important form for companies to effectively use brand equity. It has become a trend to improve the market competitiveness of enterprises through brand extension. Brand extension can not only accelerate the marketization of new products, but also can use the new products to bring freshness to the brand and prevent the brand from maturing and aging. Brand mergers and acquisitions are one of the important ways to achieve brand extension. After mergers and acquisitions, with the appropriate brand extension methods, the advantages of the acquired brand can be brought into full play. But failed M & A extension cases are not uncommon at home and abroad. Therefore, formulating a suitable M & A extension strategy is the key to helping companies successfully implement M & A and brand extension.

The famous food company, Nestle, with the development history of acquiring many brands in the past one hundred and fifty years, Nestle gradually becomes the world's food giant. Based on the case of Nestle acquired Starbucks retail, here we discuss the brand extension strategy of Nestle. Then on the emotional transfer model of brand extension evaluation, we prepare questionnaires to ask consumers to evaluate the brand extension after the brand acquisition. The results of the questionnaire were verified by using SPSS. Both parent brand perception and suitability have significant influence on the extension evaluation, and suitability plays an intermediary role in the extension evaluation and the parent brand perception. Then, based on the above case analysis and quantitative research, the experience of Nestle's brand extension after the merger of Starbucks was summarized to provide reference for other enterprises reference.