Research On Performance Evaluation Of Haier’s Cross-border M & A General Electric Appliance

With the rapid development of the market economy and the continuous advancement of globalization,M & A as one of the important means for enterprises to optimize expansion and upgrading,has so far launched five influential mergers and acquisitions waves on a global scale.In China,M & A are gradually on the historical stage of our country.Domestic enterprises have also entered the era of global economic voyages under the call of the country “going out”.The home appliance industry is one of the representatives of China’s manufacturing industry and also has core competitiveness in the international market.The long-term development of the home appliance industry has benefited from the policy support of “urbanization speed increase” for 20 years,and it is also inseparable from the new consumption concept of “consumption upgrade” of Chinese residents.This case selects Haier’s M & A of GE as the research object.From the perspective of performance evaluation,the event research method and the balanced scorecard method are used to evaluate the short-term market performance of the case enterprises and the comprehensive performance of M & A,thus summarize the experience and shortcomings of this M & A.Haier began to implement a global brand development strategy in 1998,to expanded its scale,integrated industrial resources,and improved development space through M & A.Haier’s M & A of GE in 2016 is also in line with its own global brand development strategy to expand the scale of the industry and achieve its strategic goal of building the world’s first brand of white goods.Through the analysis of performance evaluation results,it can be co ncluded that although Haier’s financial ability is affected in the short term,overall,with the M & A,the synergy effect of Haier and General Electric Appliances in brand,market,channel and R & D is continuously released.Haier will continue to improve in a broader space of growth.The purpose of this paper is to provide some reference strategies for home appliance enterprises that expand their economic scale through overseas M & A,in order to promote the development of the home appliance industry and enrich the research content in the field of M & A.