论文部分内容阅读
广告公司的集团化是中国广告业发展的一个目标,本土公司要想适者生存,应对国际化竞争,就必须重新走向集团化道路。中国的企业并购有特殊的国情和独特的市场环境。如我国早期的企业并购是在政府政策主导下的企业行为,其目的是主管部门为解决长期存在的亏损企业问题、解决财政的沉重负担和支持优势企业发展等要求倡导或引导的经济行为;一些企业的并购则受制于资本市场,买壳上市成为企业并购的主要目的。更为重要的是,并购已经发展成为了中国广告应对风险的一种决策之举。
The grouping of advertising companies is a goal of the development of advertising industry in China. When local companies need to survive and respond to international competition, they must move back towards the path of collectivization. China’s mergers and acquisitions have a special national conditions and a unique market environment. For example, the early mergers and acquisitions in our country are corporate behaviors dominated by government policies, the purpose of which is that the competent departments advocate or guide the economic behaviors that are required to solve the long-standing problems of the loss-making enterprises, solve the heavy financial burden and support the development of advantageous enterprises; some Merger and acquisition of enterprises is subject to the capital market, buy shell listed as the main purpose of corporate mergers and acquisitions. More importantly, M & A has become a decision-making move for Chinese advertising to cope with the risks.