The Research On The Motivations And Performance Of BlueFocus's Capital Operation

Capital operation as an important means of economic development,with the establishment and improvement of the capital market,has been constantly accepted by enterprises from all walks of life and implemented as an important strategic decision.With the development of Internet information technology and the intensification of domestic and foreign competition,the role of capital operation for an enterprise to gain market competitiveness and achieve leaping development is particularly prominent.The initial business system of marketing communication enterprise is very thin,and it has a strong dependence on the enterprises it serves.In the case that international communication giants are monopolizing the global market at an average rate of one or two acquisitions a week,local companies are either acquired by international companies or combined with local high-quality resources to become the protagonist of the capital market.The BlueFocus,known as "the first share of China's public relations",started in the public relations industry and has developed into a comprehensive marketing and communication group with an international perspective,which is driven by many factors such as national policy,social environment and industry development.The government promulgates policies to encourage the combination of enterprises and capital market to become bigger and stronger.The capital market also lowers the threshold,opens the growth enterprise market(GEM),and encourages more enterprises to go public to seek new opportunities.Technological change,represented by the Internet,has also greatly weakened the influence of traditional media.Therefore,capital operation has become an important means for BlueFocus to seek development and transformation.This paper uses the method of literature research and case analysis to study.Firstly,the literature related to capital operation is collected and collated,and the research status of capital operation by scholars at home and abroad is combed.Meanwhile,the capital operation theory part is summarized,including the concept and characteristics of capital operation,basic operation mode,main motivation,performance evaluation method and basic theory.Then introduce the case of BlueFocus' s capital operation,deeply analyze the main mode,characteristics,external and internal environment level motivation and final performance.It intuitively visualizes the change of performance in four aspects of profitability,operation ability,solvency and growth ability in the way of chart combination combined with the status of the industry,brand competitiveness and other aspects of comprehensive performance evaluation.Finally,based on the results of the previous analysis,the enlightenment is extracted from the perspectives of strategic planning,capital operation,and target enterprises.The motivation analysis of the capital operation of the BlueFocus is mainly based on the internal and external environment.In the favorable period of economic structural transformation and national policy support,BlueFocus must seize the opportunity and use the power of capital to achieve rapid expansion.Maintain high stock prices through high growth to meet investor expectations and achieve a virtuous cycle.Industry limitations also force companies to expand their strengths to reduce the impact of risk changes.The internal motivations are mainly to seek the complementary advantages of business,resources and brand,to rapidly spread the strength of the advantage,to enhance the status of the industry and to coordinate with the international strategic deployment.In terms of performance,capital operations have improved the company's short-term financial performance,particularly in terms of improving the profitability reflected by the net profit margin and the growth capacity reflected by the total asset growth rate.In general,the capital operation of BlueFocus was successful.The extensional development strategy not only helps enterprises realize the two-wheel drive of the media industry and the communication industry,but also integrates the whole process brand management on the service chain.In the future,BlueFocus wants to become a data technology company dedicated to enhancing the clients' enterprise capabilities through intelligent management and operation in the era of big data and social networks.Through the case of the BlueFocus' s capital operation,we can find that capital operation is indeed an effective means to help enterprises achieve rapid expansion,but it needs to have clear strategic objectives and appropriate target enterprise.Moreover,the selection of appropriate strategies and means at different stages of development will greatly enhance the chances of successful capital operation.