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过去的三年,中国广告传媒业的收购持续升温,尤其是2013年可以说是收购大年,收购次数增加,并且开始国际化的道路。如蓝色光标一年内两次收购涉及海外资产;省广股份也加大收购的规模,收购上海雅润;传统媒体在新媒体的冲击下通过收购其他业务的公司转型,如博瑞传播收购北京漫游谷游戏公司。收购后都会面临着整合失败的风险,那么我们应该如何避免失败,就应该知道整合失败的原因。根据我的看法,我将广告传媒业整合失败归纳为八大原因,分别是:1.收购公司主营业务不够强;2.收购规模过
In the past three years, the acquisition of China’s advertising media industry has continued to heat up, especially in 2013, which is arguably the acquisition year, the number of acquisitions has increased, and the road to internationalization has started. Such as the blue cursor within two acquisitions involving overseas assets within a year; provincial-wide shares also increase the size of the acquisition, the acquisition of Shanghai Yarun; traditional media under the impact of the new media through the acquisition of other business transformation companies, such as the acquisition of Beijing Roaming Valley Game Company. After the acquisition, they will all face the risk of integration failure. Then we should know how to avoid failure and we should know why the integration failed. According to my opinion, I summed up the failure of integration of the advertising and media industry as the eight reasons, namely: 1. The acquisition company’s main business is not strong enough; 2. The acquisition scale