HENAN UNIVERSITY OF TECHNOLOGY河南工业大学Bachelor of Business AdministrationAssignment Cover工商管理学士学位课程作业封面MODULE CODE AND NAME科目代码及名称Module Code 科目代码：_____B3__________Module Name科目名称：_____BC__________Lecturer 讲师：___Section Code专业班级：__人资______Student ID 学生证号码：___2008__Student Name学生姓名：_____Announcement: I declare that this assignment is ENTIRELY my independent work except where referenced. I have marked any Reference sources and am aware of programme regulations concerning plagiarism and referencing.声明：除了标明出处的引用资料之外，此作业是我独立调查完成的。

文内所有引用的资料已经详细标明出处，并且我了解课程中有关抄袭及引用方面的规定。

Signature 签名：Lecturer Comments 讲师评语Score 分数：Receive Date Year/Month/Day 收到日期：ContentThe first letter:Part One: Simple greetings and the purpose of the letterPart Two: Recalling the history of Feng Xiaogang's works and ensure his position in film industryPart Three: Recalling the history of Huayi, telling something about company’s going public and describing the plans after going publicPart Four: Writing the reasons why I want to invite Feng Xiaogang to be our company’s shareholdersPart Five: Writing the short term plans of our company and showing the treatment to Feng Xiaogang if he join in our companyThe second letter：Part One: Writing the simple greetings and gratitude to shareholdersPart Two: Writing the history, the field and achievements of the our company's developmentPart Three: T elling something about our company’s capitalPart Four: Listing the advantages of our company’s developmentPart Five: T elling our company’s challenges and long term plansPart Six: Ensure everyone’s choice i s correctWang ZhongjunHuayi Brothers Media CorporationRoom B—808, Fenglian PlazaNO. 18 Outside Street, Chaoyang DistrictBeijing 100020P. R. ChinaSep 8, 2009Feng XiaogangRoom A—708 Tang Chen Yi Pin Senior CommunityLane 28 Hua Yuan Shi Qiao Road, Pudong New AreaShanghai 201209P. R. ChinaDear Director Feng,We have not seen each other for a long time. How about you, recently? What are you busy doing this period of time? Today I am writing to you to express something about our company, Huayi Brothers’ successful IPO in GEB and I want to invite you to be our company’s shareholder.T en years pasted quickly. Recalling the things of past time, I am suddenly aware of that we have cooperated for t hese many years. Our first successful cooperation should be your third New Year’s greeting movie--<< Sorry Baby >>. And before this movie, you had already achieved a great success in Chinese New Year’s greeting movie circle. Such years past by, you have al ready turned into today’s Nation well-known director. You have gone to success step by step. On this road, I know that you have made many efforts.From your Maiden work -- << Farewell My Love >>, in 1994, to today’s -- << If You Are the One >>, between the se two films’ screening time has experienced for more than ten years. In these years, you have directed many successful movies. For instance, << Dream Factory >>, in 1997; << Be There or Be Square >>, in 1998; << Big Shot’s Funeral >>, in 2001; << World wi thout Thieves>>, in 2004; << Assembly >>, in 2007, all of these films have a high praise and are liked by the most of theaudiences. Especially << If You Are the One >> and << Assembly >> have created the very high box offices,“are 325 million and 180 million” respectively. You created those myths one after another in the Chinese movie circle. And at the same time, you have created a huge wealth for our company. In the overseas, it has spread this kind of view: If you have not watched Feng X iaogang's movie, it was equal to that you didn’t understand the Chinese movie; If you also thought that the Chinese movie is strong -like the rigid theorizing, that is because you have not read Feng X iaogang's work.Thus it can be seen your position in the Chinese movie circle.As you know, our company, Huayi Brothers，was established as a advertisement company in 1994. At that time, China's advertisement enterprise has developed rapidly. So in the short four years, we have completed company's primitive accumulation. Until 1998, our company began to step in the film and television industry. After the film and television obtained succeed, our company started to operate performance Broker Company at the end of 2000. By now, our company already became a Comprehensive entertainment company that contained movie, television and entertainer broker. Looking back the past 15 years, our company developed with a high speed. And we have many advantages of competitive with other entertainment companies. In order to go public, we have prepared from three years ago. And during this process, you have also made a big contribution to the company’s going public. Finally, our company is going public on China’s Nasdaq-style Growth Enterprise Board on Sep 28, 2009. According to the plan of release, we would sell 42 million shares for a 25 percent stake of all 168 million in the company. We hope to raise 620 million yuan to produce more movies and televisions. If the fund that collecting on GEB can be provided timely, our company will be committed in investing 642 TV drama programs and 6 movies which contains << If You Are the One 2 >> and so on. In case of the real fund is enough, remaining fund will be used for investing movie theater. At the same time, our company is going to invest the constructing of six cinemas in two or three years. Now we are in touch with some cinemas, such as Tianhong MGM in shanghai, business square in Chongqing, and huangpo square in Wuhan and so on. This is our preliminary plans from 2009 to 2010.So I want to invite you t o be our company’s shareholder. This is the purpose that I am writing for you. Firstly, in the past ten years, we have cooperated for so many times, and the most of the cooperations were very successful. And the co operations have also brought many benefits to our company. We have gained money, reputation, status, and success. I must thank you for your help. Secondly, our company depended on the directors, in particular, directors like you. I knew that most of the films ‘success in the past years owes to y our excellent directing ability and your status in the film circle. And also, these movies would not create so great performance without your vigorous help.I think that so long as our company had you, we will have the assurance of box offices. Your positi on in our company is very important. So we need you. Finally, if we can work together again, it is not only benefit for you and for me; it is can also benefit for the film industry and all of the audiences in our country, even to the entire world. Because of our co operations must bring more chances to create more films, so that audiences could see more excellent works of you. I think most of the audiences loved your films. All of these are my reasons to invite you to be our company’s shareholder.In the near future, our company will raise the outstanding film and television drama production and increases the number of the well-known actors and singers. At the same time, we will also develop other services, including the theater showing service, advertisement service, brand authorization service and some theater film and television entertainment related services. The company will construct the new image and the comprehensive strength of the comprehensive entertainment media group. Striving to achieve the goal that to become "China's leading film and television entertainment and media group".This is our company’s simple goal of development in the near future. I believe that our company's stock certainly will have a very good prospect of development. So, if you could agree with me. You will own 2.8 million stakes of Huayi. And you will become the one of the largest shareholders in our company. What do you think about? I am looking forward to your reply.Sincerely yours,Wang ZhongjunHuayi Brothers Media CorporationRoom B—808, Fenglian PlazaNO. 18 Outside Street, Chaoyang DistrictBeijing 100020P. R. ChinaOct.1, 2009Dear shareholders,How is everything going on with you? T oday in here, I have some words to say to all of you. First, I must thank eve ryone to support our company and buy our company’s stock. T oday, I would tell everyone that your choice is correct. And I will prove to everyone that your choice is sensible.As we all know, our company is a Comprehensive entertainment group. The company was founded by our brothers in 1994. In the early stage, we were mainly developing in the advertising industry. Then, because of investing the film of Jiang Wen and Feng Xiaogang, we entered the film industry. Afterwards, we developed in the media, investment and movie, TV, entertainer broker, music, entertainment marketing industry, and other areas. In these areas, our company has achieved good results. Now our company mainly develops in these four areas: movie, TV, entertainer broker and music industry.In these areas, the movie is the most important way to get profit. In the past ten years, our company achieved a big success in the movie filed. Early, the movie named << Sorry Baby >> made in 1999, we had made 30 million box offices. Then, we relied on the movie named << Big Shot’s Funeral >> to go into the international market in 2001. Later, because of the movie named << Cell Phone >>, we created a precedent that inserting the advertisement in the movie. And it also made 55 million box offices. However, th e next year’s movie named << Mountain Patrol >> didn’t make a good result of box office. But it has won a lot of awards and enhanced our company’s image. Next, the movie named << World without Thieves >> opened the market in South-Eastern Asia with the help of Liu Ruoying and Liu Dehua. And at the same time, it creates 80 million box offices. In the next few years, the movie named << The Banquet >> in 2006, << Assembly >> in 2007 and << If You Are theOne >> in 2009 all made a big success of box office. The highest of them can reach 325 million. All above these were our company’s achievements in these years. Only from the box office, you can see our company’s develop in movie field was in a high speed.Our company stepped into the TV area three years ago. Until the end of 2008, our company had produced 19 TV dramas, for about 600 sets to 700 sets.It should be the biggest investment cost in the Native Corporation. Because of that most of audiences like to look at TV shows, TV’s development of potential is unlimited.Our company’s star recourses are unique relatively; we have signed about 100 artists. And most of the artists are young people, like Huang Xiaoming, Deng Chao, Lu Yi, Li Bingbing and so on. With the strength of our artists, we should be the biggest star broker company in the country.The next area is music. Even thought our company has many famous stars, we didn’t get much profit from it. So the music is not the focus of our development plan.Next, I want to show our company's capital issues of these years to you. On November 19, 2004, our company established as Zhejiang Huayi Brother Film and Culture Limited Company with a registered capital of5 million yuan. But when we developed to 2006, our registered capital increases to 50 million yuan. The paicl-up capital is 15 million yuan. Until the end of 2007, our company’s paicl-up capital increased to about 52 million yuan. On January 21, 2008, our company changed to Huayi Media. And at the same time, our company’s registered capital from 100 million yuan increased to 126 million yuan. From our company’s increasing capital in the past years, I believe you can see our company’s high speed development in the future.For the other companies, our company has many competitive advantages. they are have the following several sides: the advantage of the industrial chain, the advantage of operating system, the advantages of brand, the advantages of professional, and the advantage of partner. Because of our company join up the movie, the TV and the entertainer broker effectively. Moreover, our company learned from the foreign advanced theory, and combined with our actual situation. So we have the advantages of the industrial chain and operating system. On the other hand, our company’s brand is worth 1425 million y uan, and ranking the leading position in domestic mediacompanies. Our company has established a group of outstanding film and television entertainment management and creative talents including Feng Xiaogang Zhang Jizhong Li Bo and so on. And at the same time, we have our own famous super stars, like Huang Xiaoming, Li Bingbing, and Zhou Xun and so on. Besides, our company has a large number of long term strategic partners in these years. And these partners would be helpful to our company’s development in t he future.Even though our company has a good development in these years, we also have some problems and challenges. The most important problem among these is that lack of capital. Because of this, our company can not produce more movies and TV shows, and also limited our company’s development. But now you would not worry about it. Because we have already raised 620 million by going public on China’s Nasdaq-style Growth Enterprise Board on September 28, 2009. So we will produce 6 movies and 600 TV shows af ter the funds come in. However, this is just our company’s short-term plan.Even though our country developed very fast these many years, our film and television industry still has a large gap with the other developed countries. Our company opened the int ernational market is earlier than the others, and already get some achievements. But we are still at the stage of exploration and accumulated the experience. So our company’s long-term plan is to go into the world and develop the international market.However, without your support, our company can not achieve all of the goals. In here, I represent Huayi’s all shareholders thank you trust us. We would not let all of you feel disappointed. We will use our practical actions to prove that: your choice is absolutely correct.Sincerely yours,Directors of HuayiReferences[1] Leng Shumei,(2006) << Media Management Case Study >>.P.214—216[2] Chen X iaoyun,(2008) << Introduction of the cinema >>. P.50--52[3] San Mu, (2006) << I am very important, become the person that irreplaceable >>. P.24—26[4] Liao Han, (2007, 08, 01) << Chinese Culture Industry Classical Case Analysis >>. P. 6—9 23--25[5] Leng Shumei, (2006) << Media Management Case Study >>. P. 171—172, 183—185[6] Tian Haixiang. (2006) <<Chinese Culture Industry >>. P. 100—102[7] Jiang Wei, (2009, 12) <<Journal of Chinese Entrepreneurs>>. [Online] Available from:/Media/Article.aspx?ArticleID=50570[8] Tina, (2009, 09, 28) [Online] Available from:/news/txt/2009-09/28/content_18616236.htm[9] (2009, 06, 19) << Expert Interview >>. 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