销售转型视角下食品企业并购动因及效应分析——以“好想你”并购“百草味”为例

Analysis of the Motivation and Effect of Food Enterprise M&A from the Perspective of Sales Transformation——Take“Haoxiangni”M&A“Be&Cheery”as an Example

以“好想你”并购“百草味”为例,阐述并购动因理论和绩效评价方法的相关理论。结合并购前企业资源互补及市场优势进行并购动因分析,并购完成后结合双方实际的发展情况及销售渠道的融合进行并购的效应分析,得出本次并购在经济方面是成功的,能够明显改善公司的短期绩效并帮助并购方摆脱财务困境。但是,在战略转型方面不能算是成功,没有很好地利用资源互补来拓宽并购方的线上销售市场。总体来说,此类并购活动不仅需要企业关注新渠道下产生的机遇,还需要双方做好整合工作防范整合所带来的风险,才能有效保证并购的成功。

This article takes“Haoxiangni”and“Be&Cheery”as an example,and introduces the related theories of M&A motivations and corporate M&A performance evaluation methods.This paper analyzes the motivations of mergers and acquisitions based on the complementary resources and market advantages of the enterprise before the merger.After the merger is completed,the actual development situation of both parties and the integration of sales channels are used to analyze the effect of mergers and acquisitions,and conclude that the merger is economically successful.It can significantly improve the company’s short-term performance and help the acquirer to get rid of financial difficulties.However,it cannot be regarded as a success in terms of strategic transformation,and it has not made good use of complementary resources to broaden the online sales market of the acquirer.In general,the research on this type of M&A activity not only requires companies to pay attention to the opportunities arising from new channels,but also requires both parties to do a good job in the integration work to prevent the risks brought by the integration,in order to effectively ensure the success of the merger.