The Corporate Culture Integration Of M&A Research Based On Internal Marketing

Today, the fierce of competition in the market is increasing, mergers and acquisitions to enterprises have become the effective means for seeking the rapid development. However, Review the events of the past acquisitions, successful cases are of smaller proportion. Many scholars who study the failures found that corporate culture has been an important factor which influences the success or failure of the merger. How to integrate the corporate culture become a major issue in the face of corporate mergers and acquisitions. In order to solve this issue, a great deal of academic research have been done, and put forward such as cultural integration model which is relatively practical results. Although the results of these studies for improving the efficiency of cultural integration has played a larger role, but still need us to make further exploring.Based on this, this paper introduce internal marketing into this area, looking for breakthrough point between internal marketing and the corporate culture integration of M & A, then design a meaningful model of the corporate culture integration of M & A to the reality. At the same time, the paper also combines the analysis of actual cases, so as to enhance the practical application of this value.First, this paper reviews the study results of the corporate culture integration of M & A and internal marketing, and analysis the study results of corporate culture, corporate mergers and acquisitions and internal marketing. On this basis, point out that the characteristics of corporate culture and the problem because of those characteristics, in light of these problems with the characteristics of internal marketing then analysis the feasibility that using internal marketing into the corporate culture integration of M & A. By analyzing that drawing, due to that the characteristic of corporate culture is invisible, strong and dynamic development, the traditional management theory is useless to guide this issue. Meanwhile, as a people-oriented theory internal marketing is useful to the corporate culture integration of M & A.Second, based on the research results that have been processed, and put forward cultural integration model that based on the internal marketing, then details each part of model including inspection and analysis of the cultural, internal staff surveys and market segmentation, product design and Internal marketing mix and so on. At the same time, these discussions will also prove that the theory of external marketing tools that be appropriate transformed used in the corporate culture integration of M & A will largely expand the management of ideas, and will play a certain promoting role to the entire process of cultural integration.Third, because of leaders playing very important roles in the corporate culture integration of M & A, the paper in the light of their own study, analysis the roles those leaders should act .At last, point out that the leaders should be the designers, instructors, and service providers and models in the corporate culture integration of M & A.Forth, the combination of Hunan Valin Iron and Steel Group Co., the actual situation of cultural integration, using the results of the study to analysis, in order to find which measures taken by the enterprise in this case are common to this study, what are inadequate, and how these should be improved so as to prove that this study has a realistic foundation and practical application value.