Research On The Performance Of Haier's Merger And Acquisition Of General Electrical Appliances

With the deepening development of economic globalization and the increasing frequency of international cooperation among enterprises,there are both opportunities and challenges for enterprises to "go out".China's household appliances industry is basically saturated with domestic market and intense competition.It is impossible to achieve the goal of large-scale expansion of market share through marketing strategy alone.Secondly,it is a natural choice for Chinese enterprises to "go out" to find a broad market and enhance market share because of the consumption upgrading,the enhancement of consumer brand awareness and the change of consumption concept.Cross-border M&A is an important means to expand the scale of enterprises,integrate resources and enhance competitiveness.This paper takes the case of Haier's merger and acquisition of general household appliances in Qingdao as the research object,and deeply analyses the impact of merger and acquisition activities on enterprise performanceFirstly,this paper introduces the research background,the significance of topic selection,research ideas and methods,and analyses and summarizes the research status and shortcomings of existing literature in M&A performance analysis.This paper introduces the related theories of M&A and M&A performance,describes the advantages and disadvantages of the traditional M&A performance evaluation methods-event study method and financial indicators,introduces the specific content of the Balanced Scorecard in detail,and chooses the Balanced Scorecard as the evaluation method of this paper after comprehensive analysis.Secondly,it explains the basic situation of Haier and GM household appliances in Qingdao,systematically describes the process of the merger and acquisition,and deeply analyses the motivation of the merger and acquisition from Haier and GM household appliances respectively.Thirdly,using the balanced scorecard,the paper evaluates the performance of Haier's merger and acquisition of general household appliances from the financial dimension,customer dimension,internal process dimension,learning and growth dimension and social responsibility dimension,and makes a comprehensive evaluation by combining the analytic Hierarchy process and the entropy method.Finally,Based on the previous performance evaluation study,aiming at the existing problems,this paper provides reasonable suggestions for Haier's future development.At the same time,Haier's experience has reference significance for other enterprises in China.