Studies On Marketing Integrating Strategic Based On M&A

In the development of enterprise, there haven’t an absolutely right and wrong betweenspecializations and pluralistic. To our developing enterprises, we must clarify themarketing, develop the core competitiveness, and consolidate the lead position, whichmake the enterprise achieve success for the first phase. In recently, there are manymergers and acquisitions cases in China, though few of them get successful in the endwhich result from the failure of reorganize and consolidate after M&A. After gettingthe assets possession, stock ownership and controlling the operation, the acquireralways doesn’t make reorganization and consolidation to the marketing, staff, cultureand other factors accordingly, which made the acquired company can’t be the part ofparent company strategy.In this thesis, the author takes the largest special vehicle group in China, CIMCVehicle Group as the research object. After give brief instruction to the establishmentand development of CIMC Vehicle Group, the author analyses the weakness of themerger synergies, integration of corporate culture and specific marketing integrationof the inadequacies of the action, with the view of integrated marketing strategy point.Through the analysis of CIMC Vehicle Group’s strategic planning, the author gives therecommendations in the management systems, communication networks, sales of thedecision-making system, sales and strategic thinking, branding and marketingintegration.M&A is not a simple sum of the business elements, but the full integration of thelayout of the business strategy, operation, and management, financial and strategicsynergies through the integration. The marketing integration is the most importantfactor to the mergers and acquisitions, which means the sales playing a decisive rolein the development of the enterprise. Taken the CIMC Vehicle Group as study object,this thesis gives specific recommendations in the parts of marketing integrationstrategy for the study, factors affecting marketing integration, mergers andacquisitions, organizational structure, integration of corporate culture and humanresources integration...