Enterprise Business Strategy Research Based On Financial Statement Analysis

Home appliance retail chain is a product of the development of market economy in our country. As China’s largest home appliance chain giant Gome, made remarkable results in more than20years. But the growing competition in the industry, Gome is the attack inside and out. Group chairman of the board by investigation, the top management change. The marching of international chain giant domestic rival Suning, Jingdong is the rapid expansion in a variety of ways. Facts have proved that a single low-cost disadvantages brought by the means of competition has already begun to threaten the healthy development of the enterprise, and even began to threaten the development of the industry. Gome need to build their own core competitiveness to maintain long-term competitive advantage. Throughout the development process of the Gome’s business strategy analysis is the purpose of this study. Industry for Gome’s research is more, but mostly from the perspective of management analysis.This paper focuses on the Angle of financial management, through the analysis of the financial statements of Gome, to reveal the rule of success. At the same time, through analysis, this paper points out the present problems of the Gome, the development of targeted Suggestions are given, for the other enterprise management decision and management operation also can have certain inspiration. Samples selected the Gome nearly five years of financial data and stock market trading data, using ratio analysis, horizontal analysis and vertical analysis of financial statements to Gome’s financial data for research. Through empirical research, it is concluded that the main business strategy is through a large number of Gome occupy the upstream suppliers’ funds for expansion and gain a competitive advantage through low cost low price operation. The expansion of Gome can’t be as rapid as before.For Gome the existing problems in the management strategy, this article has carried on the profound analysis and gives suggestions for future development. According to the current the actual operating conditions of Gome, Gome in the future of business in the first to improve the financing environment, appropriate broaden the financing channels. The second to rent in the long run to design the optimal structure, strengthen the control of the rent; Third to develop the online mall management mode, give full play to the complementary advantages between e-commerce and entity shop; Moreover, Gome draw lessons from foreign experience to optimize the supply chain management, and establish strategic alliance Gome electrical appliances manufacturers, achieve win-win cooperation. Finally, Gome should build their own logistical centre and do their best to deliver goods at last one kilometer.