A Study On Motivation And Performance Of Tangel Publishing Cross-industry M&A Magic Universe

After years of rapid development,China news publishing industry has made great achievements.Books,newspapers,periodicals and audio products once became an indispensable part of our life.But with the development of the Internet,the popularity of intelligent terminal and improvement of infrastructure like WiFi,the consumer's awareness and concept to the traditional publishing has changed.And it also changing the traditional publishing mode of production and operation process gradually.In particular,the emergence of the digital publishing industry,which has the characteristics of portability,easy storage and fragmented reading,has been greatly favored by consumers at the beginning of it's birth.Under the impact of the rise of digital publishing and the change of the mode of production and operation,the market of traditional publishing is shrinking and the profit space has fallen.In order to promote the healthy development of the traditional publishing industry,China has issued a number of policies and guidelines,hoping that the traditional publishing industry can adapt to the new environment and move towards the transformation of new media convergence.This paper selects a typical cross-industry M&A case in traditional publishing industry in 2013 – Tangel Publishing M&A Magic Universe as the research object.Through the analysis of the performance of this case,it hope to draw some meaningful conclusions and provide some valuable inspiration for the M&A of other companies in the traditional publishing industry.This paper combines the method of literature research and case study to analyze the performance of Tangel Publishing M&A Magic Universe.First,this paper elaborats related theories of cross-industry M&A,then the motivation of cross-industry M&A is analyzed and summarized,and the performance evaluation system of cross-industry M&A is constructed based on the motivation of M&A.Then it briefly introduces Tangel Publishing and Magic Universe and the industry which they in,and expounds the process of M&A and the motivation of it.Finally,according to the performance evaluation system of cross-industry M&A based on the motivation,we make a comprehensive analysis of the performance of Tangel Publishing cross-industry M&A Magic Universe,and see whether the merger activity of Tangel Pubilishing has achieved its desire.Through the analysis,it is concluded that the Tangel Publishing cross-industry M&A Magic Universe is a successful M&A.Tangel Publishing has realized the strategy of business transformation because it promoted the transformation and upgrading of its business model.The two enterprises shared the resources,then produced a synergistic effect and raised the profit of shareholders.At the same time,the combination made the comprehensive strength and brand influence of Tangel pubilishing further improved,and made its strategic goal of building the No.1 cultural industry group in China further.To sum up,Tangel Publishing has achieved its purpose in this M&A.There are two innovations of this paper.The first one is selecting a new field of crossindustry M&A between the traditional publishing and mobile game industry.The second one is establishing a two dimension performance evaluation method which corresponds to the motivation of M&A and the performance of M&A on the basis of common performance evaluation methods.