Choice Of Financial Strategy Based On Enterprise Life Cycle Retail Chains

In this paper, the basic research methods is the enterprise life cycle theory and domestic and foreign financial strategy and financial strategic choice theory. The article analyses two key factors that are the corporate life cycle and economic cycle, which affect the retail chain corporate finance strategic choice, and attains chain retail enterprises financial strategy selection matrix, then it discusses financial strategic choice of Suning Appliance Co.,Ltd. as a case to test and verify the matrix. The relevant conclusions is given finally.Firstly, this paper expounds the recently development status and the important position in national economy of the retail business, and it analyses the theories and methods of the corporate life cycle and financial strategy. And then it standards the retail chain enterprises and looks for the main factors that are affect its financial strategic choice. According to the life cycle theory, the retail chain enterprise life cycle is divided into four stages, the start-up period, growth, maturity and recession. At the same time, combined with the recovery and recession of the economic cycle, it obtains financial strategy selection matrix of the retail chain enterprise. After that, Suning Appliance Co.,Ltd. is the leader of the retail chain enterprise as a case to be analyzed. Basis on the research of the its life cycle division, it is still in the growth stage of the life cycle, its announces the apparent financial strategic choice through the analysis of its financial reporting. Compared to the retail chain enterprises financial strategy selection matrix, Suning Appliance’s financial strategic objectives and selection are given recommendations for the next decade. Finally, through the analysis and thinking of the financial strategic choice of Suning Appliance, the development of China’s retail chain enterprises put forward some suggestions. Financial strategy theory is applied to the retail chain enterprises. This is a certain practical significance to sustainable development and improving the theory.