Risk Research Of Traditional Enterprise M&A Digital Marketing Enterprises

Under the background of supply-side structural reform,traditional enterprises are facing bottlenecks in development.With the rise of the M&A market,many traditional enterprises have tried to promote business transformation through cross-industry mergers and acquisitions.Since “mass entrepreneurship,innovation” has become a national strategy,the state is very concerned about and supports emerging industries.Moreover,due to the rapid development,strong growth and small scale of the digital marketing industry,many listed companies have begun to transform into emerging industries such as the Internet..Therefore,under the influence of national policies,slow development of original business,and low profit growth rate,in order to improve the profitability of enterprises,more and more traditional enterprises choose to enter the field through mergers and acquisitions digital marketing enterprises to develop.This paper studies the risks of traditional enterprise M&A digital marketing enterprises by taking the digital marketing enterprises of Liao shares as a case,applying the related theories of synergy,risk and risk management,combined with the characteristics of digital marketing industry,first analyzes the merger of Leo shares.The motivations and identification of digital marketing companies have high risk factors,goodwill impairment risk,increased debt repayment risk,weak profitability and integration risk,and then use the Z-value model and F-score model for the company.The main risks of the M&A digital marketing enterprises are evaluated.It is believed that the digital marketing enterprises of Liao shares have higher risks.Finally,the risk control of traditional M&A digital marketing enterprises is put forward to reasonably set the target assets,and the target performance is properly set.Big digital technology investment and suggestions for improving the synergy effect,in order to provide reference and advice for traditional enterprises that choose to enter digital marketing enterprises.