A Research On Enterprise Merger And Acquisition Pricing On The Perspective Of Strategic Objective

With the development of socialist market economy in China, because of property rightsystem not reasonable, People begin aware that enterprise is not only the one producingmerchandise, but also the products itself can be sold in the market. So, merger and acquisitionas the core development and expansion of enterprise capital is necessary means for companyto developing. Since China’s entry into WTO, taking party in competing in the internationalmarket, economic globalization trend is growing quickly, so the enterprises in China need findthe breakthrough point to improve the competitiveness. Then merger and acquisition becomesthe inevitable trend of adjusting industrial structure and optimizing the allocation of resources.Facing the rapid development of China merger, valuing assessment of target enterprises havebecome important aspects of merger and acquisition activity, becoming the core issues ofmergers and acquisitions. Although there are currently many companies pricing method, thereare some drawbacks, which they ignored the development of strategies and the value ofenterprise strategic goals, and do not think about the problem of synergy.Papers starting with the strategic goals of the enterprise, analysis of main factors thataffecting the merger, and on the basis of introduction existing traditional pricing methods,pointing out that traditional methods error, full accounting China’s current situation of merger,propose a new pricing model. New pricing model is presented on a basis for stabledevelopment of enterprise, so, when putting the new model in actual cases, need to assumethat enterprise is stable and sustainable development. Papers point out that tax and financecosts are important factors affecting acquisition pricing, making the pricing model needthinking about these two aspects effects effectiveness. At last, New pricing models be madeby application to the case, papers selected for2012years big event–Youku Internet mergedwith Tudou, from two enterprises strategic development to analysis of the feasibility of valueof mergers and acquisitions, as well as merger and acquisition decision-making.Articles use a combination of theory and practical methods, after analysis the strategicmerger and acquisition theory, according to traditional pricing methods of defects. Point outnew pricing model, combining with a practical case. This can fully prove that the new pricingmodel availability and operability, laying the foundation for enterprise development of pricingmethods.