A Study On The Motive And Performance Of Mergers And Acquisitions By China’s Marketing Communication Companies

In n recent years, many enterprises mergers and acquisitions as the expanded scale of operation, the best choice to realize the jumping development. Several times under the tide of m&a worldwide, China’s enterprises also choose through mergers and acquisitions become bigger and stronger. Blue cursor in the gem listing in 2010, has always insisted on the development of both the connotative and denotative development strategy, and acquired many media value chain upstream and downstream high quality companies,known as a-shares acquisition and merger.Effect theory, this article mainly from the mergers and acquisitions and mergers detailed combing the spread marketing communications firm, blue cursor company from April 2008 to June 2015 m&a cases, the m&a process is divided into three stages.Selection is a representative case of mergers and acquisitions- the blue cursor m&a delta crossing the detailed research, analysis of the characteristics of the reason of mergers and acquisitions, and combining the m&a motives and the actual development situation from the aspects of mergers and acquisitions motivation and performance of the m&a effect has carried on the concrete analysis, according to the results of each Angle analysis comprehensive evaluation blue cursor m&a success or failure, based on the blue cursor mergers and acquisitions, mergers and acquisitions from the six aspects of blue cursor effect are summarized. Through research, blue cursor through m&a, and many times the company received grace guest, guangdong lily, hua yi bai chuang, booz said han Yang more child such as brand, and various brands industry leading status in their respective fields. Blue cursor through mergers and enrich the categories of products, in the field of public relations and advertising services have been extended. Original public relations services such as market segment got rich and strengthen, also harvested the advertising services and marketing services, Internet services, in particular, to network advertising and public relations as the main body of the digital transmission service is led to the future development direction of the communications industry, blue cursor through the merger andacquisition of the Internet’s leading company, makes up for the company’s business,improve the industry value chain, to further expand the scale and the size of the market,occupy the important position in the market, obtained the operating synergies. From the overall, blue cursor to mergers and acquisitions results accord with the strategic goals and mergers and acquisitions, mergers and acquisitions and in the long run, the company has a positive effect.Finally based on the research of the blue cursor m&a, the author summarizes the five spread marketing enterprise problems should be noticed in mergers and acquisitions,corporate mergers and acquisitions to consider national policy, development trend and enterprise strategic goals, should make full investigation and preparation before m&a,should pay attention to resources integration after merger, and to realize various risks existing in the mergers and acquisitions, and take some emergency measures, ensure the company’s long-term healthy development.