Marketing Hunan Fenghui Silver And Good Technology Co., Ltd. M & A Integration

The successful merger and acquisition(M&A) Plays a significant role in the development of the enterprise, so M&A is always being an eternal hot issue in the capital market all over the world. However, there are some Prominent Problems such as the small scale, the simple structure, and the weak operational mechanism China's enterprises have to encounter in the increasing fierce Competition environment. How to catch the opportunity to run the big-scale enterprise with the core competitiveness in the tidal of M&A becomes one o the important issues about the development of China's enterprises. Telling from the cases of M&A, we can find many unsuccessful cases. Concerning about the supervision of the M&A, the M&A Process of some big-scale enterprises, especially the enterprises related to the transition of state-owned assets, is not smooth or even in the dead-end because of the problems of examination and approval. Therefore, how to use M&A to accelerate the growth and development of the enterprises is the realistic questions we should answer.The object of this study is Hunan Fenghui Yin Jia Technology Co. Ltd. acquired the competitors in the same industry over years—Hunnan Galaxy Information Industry Co., Ltd in August 2008. At this point, through 10 years of market competition, there is no similar company producing the same sort of production in Hunan. However, in the process of merger, in the Hunan Fenghui Yin Jia Technology Co., Ltd., there has been series of problems occurring in the beginning, such as: marketing integration, production integration, financial integration, human resource integration, asset integration, and corporate culture integration. marketing is the most important factor affecting the profitability of business, if demand for enterprise products and services are not sufficient to make the corporate earn profits, the finance, operations, accounting and other will not only have a real role to play.In this study the basic condition of Hunan Fenghui Yin Jia Technology Co. Ltd. and Hunan Yinhe Information Industry Co. Ltd. before the M&A are introduced, including the development course, the position in the market and general situation internal. The motivation and the process of the M&A are also analyzed, followed by the problems of marketing integration in the process. Then the whole process of the marketing integration is demonstrated from the strategic target and principles to the steps. The correction and rationality are proved by comparing the performance earlier and later, so that the reason that a company can be strong by M&A reasonably and improve the performece is unveiled. At the same time, this study offers a reference frame; for the same kind of companies when they are implement the measures after the M&A.