先锋跨国并购德国Smaato案例分析

Peng Shao, Lei Yao
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引用次数: 0

摘要

随着数字营销在中国媒体行业地位的提升,许多中国媒体公司通过并购等方式进入网络营销领域。本文主要分析了北京先锋整合营销咨询集团有限公司跨国并购德国Smaato的案例。首先,对中国传媒业和两岸公司进行了概述。其次,分析了并购的前期准备工作,分析了并购的过程。最后,选取Blue Cursor等典型媒体公司作为可比公司,与SPEARHEAD进行比较,分析合并失败的原因。
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Case Analysis of SPEARHEAD's Cross Border M&A of Germany Smaato
With the improvement of the position of digital marketing in China's media industry, many Chinese media companies have entered the field of online marketing through M&A and other means. This article mainly analyses the case of Beijing SPEARHEAD Integrated Marketing Consulting Group Co., Ltd.'s cross-border merger and acquisition of German Smaato. First, it gives an overview of the Chinese media industry and the companies on both sides. Second, it analyses the preliminary preparations for the merger and acquisition, and analyses the merger and acquisition process. Finally, it selects typical media companies such as Blue Cursor as comparable companies to compare with SPEARHEAD to analyse the reasons for the failure of the merger.
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