The Motivation And The Inspiration Of Mergers And Acquisitions On Chinese Video Websites

From the event that Youku merged with Tudou and became a new company in a100%stock-for-stock transaction to the event that IQIYI took over of PPStream’s video business,Chinese video websites are raising a wave of mergers and acquisitions which ai-m to usecapital operation to get rid of industry predicament, which is" the difficulty in making profit.This article qualitatively analyzes the background and behaviors of video websitesmergers and acquisitions, combined development status after mergers and acquisitions to get aclear inspiration about media mergers and acquisitions. We can foresee the future and trend ofChinese video websites’ development on the basis of this article.Nowadays，the research on the theory of the Motivation of Mergers and Acquisitionsmainly focus on using economic theory to interpretation, that on Chinese Video Websites inmedia management perspective is still in blankness.In this paper, three levels and types of communication effect and the theory ofinstitutional analysis is initially introduced into the field of mergers and acquisitions ofInternet Media to apply theory to guide practice, proposed a new way to analysis ofmotivation theory of mergers and acquisitions; Moreover, SCP model is applied todevelopment status of Chinese video websites to the validity of the theory that is validated byexperiments. Therefore, the thorough study of them takes on important theory value andoperation significance that has greatly enrich Internet Media management theory. It is a majorissue of immediate and far-reaching significance on mergers and acquisitions of InternetMedia.