蓝色光标并购博杰广告案例探究.pdfVIP

A CASE STUDY OF BLUEFOCUS ACQUIRING BOJIE ADVERTISING ABSTRACT Since reform and opening up, along w ith Chinas rapid econom ic growth, mergers and acquisitions am ong enterprises becom e m ore and m ore frequent w hile the scale is increasing day after day. George Stigler, an Am erican fam ous econom ist and N obel Prize w inner on econom ics, had ever said: in the m odern society’s econom y developm ent, the outstanding phenom enon was that enterprises becam e b ig international enterprises by M erger and Acquisitio n (M A). N one o f Am erican b ig com panies did not grow up through the annexation o f a certain degree,a certain way, and nearly n o big com pany grew up only by interior expansion. N ow adays It is same in C hina that enterprises are tending to use mergers and acquisitions not only to achieve their ow n rapid growth, industrial structure adjustm ent and optim al 万方数据 allocation o f resources, but also to contribute to the overall econom ic developm ent.. This paper is based on the case study o f B lueFocus acquiring B ojie, introduced background o f related parties, analyzed the advertising industry, com petitors, and po licy conditions, analyzed o f the acquisition m otivation, elaborated a detailed process ,contents o f V aluation Adjustm ent M echanism and transaction costs, analyzed the risk o f acquisition, merger prospect o f the situation afterwards. T hrough the research on M A case, provide a good reference an