The Enlightenment From The Merger And Integration Of Aol-TimeWarner

Merger is the key way for enterprises to step onto the integration and collectivization. There was no enterprise in America growing mainly by internal expanding. Technology, economy and policy are the main motive power of development for some enterprises such as Aol-Time Warner. Based on the historical review of the merger process of Aol-Time Warner Media Group, this thesis analyzes the key points to make media groups stronger, the rules of success and failure, and puts forward some proposals for the media enterprises'collectivization in China. At the stage of modern economy, the most important thing is not to gain resources but to use them comprehensively.The thesis consists of three parts. The first part is a historical review–the merger process of Aol-Time Warner. By taking three well-known merger cases in the company's merger history as watersheds, it probes the growth history of Aol-Time Warner in time order. The second part analyzes the experience and lessons from the merger process of Aol-Time Warner. Taking the company's achievements as the guidance, it analyzes the companies the superiority and the difficulties after merger on the pro and con aspects, and draws a conclusion that the resources conformity quality is deciding success or failure of the merger. Because of no thorough study after mergering, Aol-Time Warner now is facing difficult positions. The third part concentrates on the enlightenment of the collectivization for Chinese media enterprises. A series of data indicate that the failure of conformity is the main reason that leads to the failure of merger. Five meanings have been expressed in this part. Firstly, during the stage of the industrial consolidation, it proposes some basic experience to realize the marketing of the media industrial value chains. Secondly, during the stage of the enterprise culture conformity, it should adopt the quintessence of each other and emphasize especially the importance of the brand-culture construction. Thirdly, during the stage of the human resources conformity, it should elaborate the enthusiasm and creation of the human resources mostly. Fourthly, during the stage of the media capital conformity, it should have distinct business strategy, thorough investigation and valuable conformity plan. Fifthly, during the stage of the company governor conformity, the measures should been based on the model to our country current practice of media collectivization, and it's the media enterprise's best reality application to adapt the global development.