Research On Acquisition Of Creative Assets By Overseas Mergers And Acquisitions Of Chinese Enterprises

At present,the "going out" strategy has become the main way for Chinese enterprises to expand the scale of foreign investment,and developed countries have also become the main targets of investment.The investment form of completing mergers and acquisitions with this strategy has become an important way to quickly acquire the brand,knowledge and technology and relationship resources of the host country.Based on the overseas mergers and acquisitions of Zhejiang enterprises from 2014 to 2019,this paper analyses which factors have a significant impact on the acquisition of creative assets in the process of mergers and acquisitions,and what factors should be focused on in order to improve the effect of mergers and acquisitions.Based on the relevant theories of cross-border mergers and acquisitions,this paper combs all kinds of literature related to the acquisition of creative assets before,during and after mergers and acquisitions,puts forward the research ideas of this topic on the basis of refining the viewpoints,simplifies the questionnaires on the basis of drawing lessons from the previous achievements,and completes the empirical analysis of obtaining creative assets before,during and after mergers and acquisitions by means of questionnaire investigation and multiple regression empirical tests.The following conclusions are drawn;1.Poor acquisition of brand resources;2.Brand,technology,management ability and human capital will affect the effect of M&A;3.The smoothness of negotiation,negotiation team,relationship handling ability and project compatibility will affect the sustainability and success of merger and acquisition activities.4.Post-merger evaluation will have a direct impact on whether to merge again.After investigation,analysis and summary,this paper puts forward the following five suggestions:1.Define the motive of M&A in order to improve the pertinence and effect of M&A;2.Evaluate the resource strength of both sides in order to improve the rationality of choosing the target of merger and acquisition;3.Ensure smoothinformation in order to improve the communication effect in the process of merger and acquisition;4.Pay attention to the strength of negotiating team and the ability of dealing with relationship,so as to improve the success rate of M&A;5.Focus on project compatibility and post-M&A evaluation in order to provide data and experience for re-M&A.