优酷并购土豆的财务问题研究

发布时间：2018-05-05 12:30

本文选题：互联网企业 + 企业并购　；参考：《吉林财经大学》2017年硕士论文

【摘要】：伴随互联网的蓬勃发展,掀起了网络视频行业的热潮,改变了传统的网络行业结构。从2006年开始,我国互联网视频行业就已经得到了初步的发展,出现了土豆、优酷、腾讯等一大批互联网视频网站,成为了网络视频的主流媒体。在这段期间,互联网视频行业经历了许多次起伏,例如政府部门提升了互联网视频行业的准入条件等。到了2010年,为了更好地规范网络视频的发展,我国出台了许多针对这方面的法律法规,促使视频网站纷纷把经营重心转移到版权保护和内容建设方面。由于版权费用的高居不下,广告收入的大幅缩水,导致网络视频行业纷纷通过扩大宣传占据市场份额。不过,资金紧张与利润下降直接变成网络视频行业面临的重要挑战,造成很多企业的经营困难,促使其通过并购整合的方式来寻求解决方法,扩大经营规模,抱团整合增强竞争力,创造更高的经营业绩。本文结合互联网视频行业的经营特征与竞争现状,具体分析了互联网视频企业的并购动因,总结其并购存在的各种风险。同时,选择了优酷与土豆两家互联网视频行业的龙头企业并购案例作为研究对象,详细地论述了网络视频企业的并购动因、并购风险及并购中所出现的财务协同效应等,并对这些问题提出了互联网视频企业并购的风险预防对策,最后,还对未来互联网视频行业的发展趋势进行了展望。总之,优酷和土豆的合并是我国互联网视频行业中的一起重大并购案例,本文希望凭借对这个案例的深刻剖析,为已经或者将要开展并购的互联网视频企业或同行业的并购提供一些参考与借鉴。同时,本文具体地论述了互联网视频企业的并购动因与存在的并购风险,希望能有效地规避各种并购风险,提高企业的核心竞争力,推动互联网视频企业向可持续发展。
[Abstract]:With the rapid development of the Internet, the online video industry has been upsurge and the traditional network industry structure has been changed. Since 2006, China's Internet video industry has been a preliminary development, appeared potato, Youku, Tencent and a large number of Internet video sites, has become the mainstream of the network video media. During this period, the Internet video industry experienced many ups and downs, such as government departments to improve Internet video industry access conditions. By 2010, in order to better regulate the development of network video, China has issued a lot of laws and regulations aimed at this aspect, prompting video websites to focus on copyright protection and content construction one after another. Because of the high cost of copyright and the sharp decrease of advertising revenue, the online video industry has occupied market share by expanding publicity. However, the shortage of funds and the decline of profits directly become an important challenge facing the network video industry, which causes many enterprises to have difficulty in operating, and urges them to seek solutions and expand their business scale by means of merger and acquisition integration. Group integration to enhance competitiveness, to create higher business performance. Based on the characteristics of the Internet video industry and the current situation of competition, this paper analyzes the causes of mergers and acquisitions of Internet video enterprises, and summarizes the risks of mergers and acquisitions. At the same time, the M & A cases of Youku and Tudou Internet video industry are selected as the research object, and the M & A motivation, M & A risk and the financial synergy in the M & A are discussed in detail. At last, the paper puts forward the risk prevention countermeasures for the acquisition of Internet video enterprises, and finally, the development trend of Internet video industry in the future is prospected. In a word, the merger of Youku and Tudou is one of the most important M & A cases in China's Internet video industry. It provides some reference and reference for the Internet video enterprises or the same industry that have or will carry out mergers and acquisitions. At the same time, this paper discusses the causes and risks of mergers and acquisitions of Internet video enterprises, hoping to effectively avoid all kinds of M & A risks, improve the core competitiveness of enterprises, and promote the sustainable development of Internet video enterprises.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F271;F275;F49

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