Study On The Synergistic Effects Of Beibu Gulf Tourism M&A From The Perspective Of Strategic Transformation

Under the background of "New Normal" economic development and the social environment seriously affected by COVID-19,traditional enterprises face unprecedented obstacles to development,and face endless difficulties and challenges.They urgently need to change and develop,and strategic transformation is one of the important ways for enterprises to adapt to the new situation.For tourism,although it shows a trend of sustained and rapid growth during the 13 th Five-Year Plan period,compared with other industries,the construction of "intelligent" tourism is still at a low level,and there are information barriers in tourism resources,resulting in unbalanced resource distribution and utilization.Since the outbreak of COVID-19 in 2020,the traditional tourism economic model has become unsustainable and needs to be accelerated in transformation and upgrading.Based on this background,this paper chooses Beibu Gulf Tourism Co.,LTD.(hereinafter referred to as "Beibu Gulf Tourism"),a representative Guangxi tourism enterprise with a history of one hundred years,as an example for a case study,to explore the path and economic effects of strategic mergers and acquisitions of traditional tourism enterprises.It is hoped that the tourism industry in Guangxi can achieve transformation and upgrading,weaken the impact of the epidemic,realize inclusive growth of regional tourism,better integrate into the cooperation between countries and regions along the "Belt and Road",and provide some reference for the strategic M&A behavior of China’s tourism enterprises.Based on the theoretical basis of strategic transformation,synergistic effect and market power,this paper adopts case analysis and research methods combining financial and non-financial indicators,and adopts the research path of "resource allocation-industry innovation-withdrawal mechanism" as the model to carry out the research.Firstly,it introduces relevant literature review and theoretical basis,and then analyzes the case of Beibu Gulf Tourism strategic M&A.It mainly introduced the basic situation of tourism development present situation,Basic information about the Beibu Gulf Tourism,the Beibu Gulf Tourism content and specific implementing strategic transformation path.At the same time,it also analyzes the problems faced by Beibu Gulf Tourism in the process of development and makes clear the background reasons for Beibu Gulf Tourism to carry out strategic mergers and acquisitions.Finally,the paper analyzes the synergistic effect of Beibu Gulf Tourism merger from financial and non-financial aspects.It is found that the strategic M&A of Beibu Gulf Tourism comes from the political requirements,economic needs,social development and technological environment changes of external environment,as well as the resource changes,innovation needs,transformation needs and technological innovation of internal environment and other factors.The strategic transformation of Beibu Gulf Tourism mainly includes three paths:Optimizing resource allocation,Promoting business type innovation and Implementing retirement mechanism.Through the way of "External transformation,Internal revolution",successively acquired The Bohai sea pasta,the Letong company,the Beijing Pok intelligence,the Yunnan Pok intelligence and the transfer of "baggage" businesses,make enterprise strategic objectives achieved from "industrial chain extension","development of smart tourism" to "digital-driven industry transformation" and then to "urban public security operator".In terms of synergies,from the perspective of financial indicators,Beibu Gulf Tourism performs well in enterprise growth ability,asset management ability,financial risk control ability and tax saving ability after the implementation of strategic merger and acquisition.To a certain extent,it shows synergies in operation,management and finance.From the non-financial indicators,the strategic merger and acquisition of Beibu Gulf Tourism has achieved industrial transformation and upgrading,enhanced the enterprise brand value and research and development capacity,expanded the market share of the enterprise.