發(fā)布時(shí)間：2018-05-27 18:04

  本文選題：博瑞傳播 + 經(jīng)營績效�。� 參考：《上海師范大學(xué)》2017年碩士論文

【摘要】：互聯(lián)網(wǎng)的迅猛發(fā)展、數(shù)字媒體技術(shù)的日新月異,給許多傳統(tǒng)行業(yè)帶來巨大沖擊。信息傳播方式的日益多元化,使大眾對于傳媒的要求不斷提高,傳統(tǒng)媒體的客戶群被新媒體分流,盈利水平下降,傳統(tǒng)媒體上市企業(yè)急于尋找一條維持發(fā)展的出路,最直接的做法就是對其他企業(yè)進(jìn)行并購和重組。而目前整個(gè)文化產(chǎn)業(yè)當(dāng)中,游戲行業(yè)的獲利、納稅額度之高、市場成長速度之快、帶動(dòng)整體經(jīng)濟(jì)之多、資本之密集是毋庸置疑的。而與此同時(shí),游戲企業(yè)因擴(kuò)張需求也在尋找投資者,由此很快掀起了一股傳媒上市公司并購游戲企業(yè)的浪潮。那么這樣的一種并購之后的績效到底如何,很值得我們進(jìn)行深入研究。本文以具有代表性的一家傳媒集團(tuán)——成都博瑞傳播股份有限公司作為研究對象,觀察分析其自并購成都夢工廠網(wǎng)絡(luò)信息有限公司起,開始涉足網(wǎng)游業(yè)務(wù)之后的公司經(jīng)營績效。本文觀察分析了博瑞傳播的兩次代表性的游戲并購事件——并購成都夢工廠以及漫游谷——前后,其經(jīng)營績效經(jīng)歷的變化,并且結(jié)合分析了其游戲業(yè)務(wù)中各個(gè)游戲板塊的經(jīng)營績效,找到其并購過程中的正面績效及負(fù)面績效。其中對于其在并購游戲業(yè)務(wù)之后,游戲業(yè)務(wù)經(jīng)營績效不佳的成因進(jìn)行了深入地分析,進(jìn)而針對性地從股權(quán)結(jié)構(gòu)、并購后的資源整合、并購目標(biāo)公司的選取以及對公司內(nèi)部高管的激勵(lì)及管理等方面給出了相應(yīng)的參考對策。通過研究發(fā)現(xiàn),博瑞傳播并購游戲公司,涉足網(wǎng)游業(yè)務(wù)是十分有必要的。不僅很好地對沖了企業(yè)中傳統(tǒng)業(yè)務(wù)的經(jīng)營績效不良的負(fù)面因素,而且對于公司整體的做大做強(qiáng),順應(yīng)時(shí)代發(fā)展潮流有著十分積極的作用。但是,由于并購過程中股權(quán)結(jié)構(gòu)不合理、并購之后的資源整合不合理、公司內(nèi)部管理層的套現(xiàn)嚴(yán)重以及所選擇的游戲公司的發(fā)展?jié)摿η芳训戎T多因素,使得公司的長期績效并不理想。這樣的一種并購績效分析,也同樣給了其他傳媒公司一定的借鑒經(jīng)驗(yàn)和啟示。傳媒公司必須勇于創(chuàng)新,開拓?cái)?shù)字化領(lǐng)域業(yè)務(wù);仔細(xì)挑選融資項(xiàng)目,進(jìn)行高效融資;健全激勵(lì)機(jī)制,增強(qiáng)組織活力;實(shí)施人才戰(zhàn)略,以人力資本作為創(chuàng)新的基礎(chǔ)。只有這樣,才能使自身在數(shù)字化轉(zhuǎn)型與并購過程中不斷取得佳績。
[Abstract]:With the rapid development of the Internet and the rapid development of digital media technology, many traditional industries have a huge impact. With the increasing diversification of information dissemination methods, the mass demand for the media has been continuously raised, the customer base of traditional media has been shunted by new media, and the profit level has declined. The listed enterprises of traditional media are eager to find a way out to maintain their development. The most immediate approach is mergers and acquisitions and restructuring of other enterprises. At present, in the whole cultural industry, the profit of the game industry, the high tax quota, the rapid growth of the market, the drive of the whole economy, the capital intensive is beyond doubt. At the same time, game companies are also looking for investors because of expanding demand, which quickly set off a wave of M & A of listed media companies. So the performance of such a merger after the end, it is worth our in-depth study. In this paper, Chengdu Borui Communication Co., Ltd, a representative media group, is taken as the research object to observe and analyze its business performance since the acquisition of Chengdu DreamWorks Network Information Co., Ltd. This paper observes and analyzes the changes in the performance of the two representative game M & A events transmitted by Burry before and after the acquisition of Chengdu DreamWorks and roaming Valley. And combined with the analysis of the business performance of each game board in its game business, find out the positive and negative performance in the process of M & A. Among them, the causes of the poor performance of the game business after the merger and acquisition of the game business are deeply analyzed, and then, from the equity structure, the resource integration after the merger and acquisition, the paper makes a thorough analysis of the causes of the poor performance of the game business. The selection of M & A target company and the encouragement and management of internal executives are given. Through the study found that it is very necessary to spread the acquisition of game companies and get involved in online games business. It not only hedges the negative factors of the bad performance of the traditional business, but also plays a very positive role in making the company bigger and stronger as a whole and conforming to the trend of development of the times. However, due to the unreasonable ownership structure in the process of merger and acquisition, the unreasonable integration of resources after the merger and acquisition, the serious cash realization of the internal management of the company and the poor development potential of the selected game company, and so on, Make the company's long-term performance is not ideal. This kind of M & A performance analysis also gives other media companies some experience and inspiration. Media companies must be brave to innovate, develop digital field business, carefully select financing projects, carry out efficient financing, improve incentive mechanism, strengthen organizational vitality, implement talent strategy, and take human capital as the basis of innovation. Only in this way, in order to make itself in the process of digital transformation and mergers and acquisitions continue to achieve good results.
【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F271;F272.5;G206-F

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 汪曉華;肖葉飛;;傳媒類上市公司并購重組績效的實(shí)證分析[J];東南傳播;2015年09期

2 周斌;;出版企業(yè)跨國并購模式及風(fēng)險(xiǎn)控制淺析——以鳳凰傳媒并購美國PIL項(xiàng)目為例[J];中國出版;2015年14期

3 高濤;;博瑞傳播特色轉(zhuǎn)型之路——實(shí)施多元化經(jīng)營以及大力發(fā)展新興媒體業(yè)務(wù)[J];新聞世界;2015年07期

4 羅學(xué)勤;尹良富;;報(bào)業(yè)上市公司經(jīng)營狀況及轉(zhuǎn)型戰(zhàn)略[J];中國報(bào)業(yè);2015年01期

5 劉學(xué)文;王鐵軍;;我國新媒體產(chǎn)業(yè)上市公司競爭力評價(jià)研究[J];中國出版;2014年04期

6 田路路;;傳統(tǒng)出版向數(shù)字出版轉(zhuǎn)型的策略探析[J];新聞世界;2014年01期

7 吳章潔;;企業(yè)并購績效研究綜述[J];會(huì)計(jì)師;2013年02期

8 彭雯;陳賢錦;;企業(yè)并購績效文獻(xiàn)綜述[J];財(cái)會(huì)通訊;2011年09期

9 蔣宏;;傳統(tǒng)出版向數(shù)字出版轉(zhuǎn)型的現(xiàn)實(shí)困惑與發(fā)展方向[J];現(xiàn)代出版;2011年02期

10 鐘健華;王亞非;劉成勇;;傳統(tǒng)出版向數(shù)字出版轉(zhuǎn)型的共同思考[J];中國編輯;2010年06期

相關(guān)博士學(xué)位論文 前3條

1 王艷;股權(quán)并購交易特征、文化差異度與企業(yè)并購績效的實(shí)證研究[D];武漢大學(xué);2013年

2 張晗;文化科技融合背景下的中國出版產(chǎn)業(yè)數(shù)字化轉(zhuǎn)型研究[D];武漢大學(xué);2013年

3 郜書鍇;全媒體時(shí)代我國報(bào)業(yè)的數(shù)字化轉(zhuǎn)型[D];浙江大學(xué);2010年

相關(guān)碩士學(xué)位論文 前10條

1 廖穎;傳媒行業(yè)上市公司并購績效研究[D];云南財(cái)經(jīng)大學(xué);2015年

2 趙亞楠;內(nèi)部并購審計(jì)視角下的鳳凰傳媒兼并重組研究[D];云南大學(xué);2015年

3 羅威;我國傳媒行業(yè)上市公司并購績效研究[D];云南大學(xué);2015年

4 阮玉順;中央級出版企業(yè)數(shù)字化轉(zhuǎn)型升級實(shí)現(xiàn)策略研究[D];北京印刷學(xué)院;2015年

5 蔡丹苗;傳媒上市公司并購行為特征及績效實(shí)證研究[D];山東農(nóng)業(yè)大學(xué);2014年

6 董培;我國傳媒行業(yè)上市公司并購績效研究[D];河南大學(xué);2014年

7 張曉岳;云計(jì)算對數(shù)字出版產(chǎn)業(yè)鏈的影響研究[D];北京印刷學(xué)院;2014年

8 陳文倩;我國數(shù)字出版產(chǎn)業(yè)政策研究[D];武漢理工大學(xué);2013年

9 唐薇;中國傳統(tǒng)報(bào)業(yè)數(shù)字化轉(zhuǎn)型研究[D];湖南大學(xué);2013年

10 王菲;中國出版?zhèn)髅讲①彴l(fā)展研究[D];湖南師范大學(xué);2013年

，

本文編號：1943230