商务沟通的英文结课论文,分析优酷土豆的合并。

Increase advertising revenue, enhance bargaining power with vendors

The major profitable source of video sites is advertising revenue, advertisers and advertising agents said, affected by the international financial crisis, the majority of enterprises at home and abroad in recent years the business situation is not ideal, Therefore, from the beginning of 2011, some companies began to slash in the traditional media advertising such as newspapers, magazines and TV advertising in favor of an increase of Internet advertising investment whose cost is relatively low. Youku Tudou Inc has two brand sites as a whole , these two sites each has a large number of customer groups, and thus will has strong bargaining power when it is negotiating with the vendors, when the company increases advertising revenue. The pace of its profits will be significantly accelerated. This is what both industry and capital markets want to see.

Development proposals

Shared resources to obtain a competitive advantage

Youku and Tudou previously as two independent video sites, their operating methods and philosophy are different, after the merger the two companies become one company, they must not like before in order to acquire the film and television copyright to attack each other, they have not been each other's competitor, and to maximize the interests both sides should integrate resources .The two interoperable website accounts to enhance user coverage is a good resource sharing approach, will bring a better experience for video users, provide more optional content and personalized service. After the merger, the two companies’ copyright can be shared, so that the most immediate benefit is to reduce the purchase price of the video copyright .Moreover, after the merger the TV drama market copyright price of the two companies also drops, price may is slowly return to rationality.

Establish a new cultural concept to seek joint development of both sides

The common cultural idea is an important factor in facilitating mergers, but the main reason for the failure resulting in the merger. Successful cultural integration can enhance the cohesion of the new organization, new shared vision to create sustainable competitive advantage. In short, only to realize the integration of corporate culture, integration of enterprises can achieve 1 +1> 2 synergies and achieve economies of scale.