Research On BAT Media Company Capital Operation System And Strategy

As a production of American Industrial Development, the Capital Operation had attracted much attention of domestic enterprises when it was introduced in China, and it has become scale and systematic. In order to survive and develop, enterprises have adopted social capital using the Capital Operation. However, enterprises lacked understanding of capital operation, most of them confined to trading security, merging or selling the property right, monetary capital management and so on. All these are the one-sided understanding to capital management.In addition, with the developing of economic globalization, the international media companies began to enter Chinese, and media market competition became more intense. Foreign media giants use the resources and information advantages to seize our media market by copyright output.Because Chinese media industry had complete the transformation in recent ten years, media industry was impacted by planned economy in long-term, so most media companies have high proportion of internal resources circulation and Low utilization of external resources, it is difficult to adapt to the changing demand and fierce competition in the market for them.We take the marketing theory in the Capital Operation activities, and research the issue of BAT exited when it carried the Capital Operation activities. Analysing the industrial structure of BAT, we study its motivation, financial decision theory and principles of the Capital Operation from marketing theory.We use the method of evaluation, the marketing theory and the Capital Operation theory, and combined with the actual capital operation activities of BAT, we analys the issue of the company about the actual Capital Operation activities. Based on BAT's management goal and current situation of development, we built a Capital Operation System under marketing. At final, we present four suggestions about the method of the Capital Operation under the system. We think these suggestions can help BAT optimize its asset structure, improve the use of resources, and the efficiency of capital operation.