Risk Of Receivables Under Strategic Orientation

The nature of accounts receivable is a credit based on the formation of credit. Due to credit risk, control risk for accounts receivable enterprises is of great significance. Fundamentally, the accounts receivable are closely related with strategic orientation, which could help understand the management of accounts receivable. As Chinese leading sports brand, Li Ning Company had experienced intense strategic transformation in recent years. Meanwhile, the accounts receivable risks have been increasing. In order to better promote the management of accounts receivable risk in Li Ning Company’s, the status of accounts receivable were analyzed based on the strategic management theory.In this paper found that the accounts receivable in Li Ning Company has continued to grow in recent years and accounts receivable turnover rate has decreased year by year, accounts receivable turnover days significantly increased. At the same time, the accounts receivable accounts for the proportion of sales revenue has also been improved. Overall, the status of accounts receivable in Li Ning Company was in a backward position. Meanwhile, some problems were concluded and put forward that the reasons caused those problems were related with the expansion strategies, coupled with the young consumer groups and90group as the core brand strategy and marketing strategy is not appropriate, resulting in reducing the impact on the market, causing the risk of accounts receivable.In order to accounts receivable management to promote the Li Ning Company, reduce the risk of receivables, the research presented in market development to maintain the stable strategy, accounts receivable management is to strengthen the internal control in order to reduce the risk, in the brand strategy to do brand marketing, to enhance market power, as well as other relevant suggestions.