The Research Of Financial Strategy Of HNA

Air transport industry is the foundation of the national economy and the leading industry,is an important industry related to the beneficial to the people’s livelihood. In twentiethCentury80years, along with economic development, people’s material and cultural livingstandards rising, China’s air transport industry growth rate of more than10%. However, withthe expansion of China’s aviation market, the rapid development of the number and size ofairlines, it is also increasingly fierce competition, development speed, light quality led tovarious airline service products are lack of features, a high degree of homogeneity, marketcompetition means a single, prices become Airlines participating in the competition the onlyway. This airline profit more and more affected by external environment, the market downturn,the high debt financial cost will bring very heavy blow to the shipping enterprise. In view ofthis, the financial strategy management of Hainan airlines to research and discuss in detail..In this paper, based on the actual situation of Hainan airlines, reference to domestic andforeign enterprises to analysis and evaluation of Hainan Airlines existing expansionaryfinancial strategy based on analysis and Research on financial strategy. Adopting the methodof theoretical analysis and practical combination of, first of all the financial strategy relatedtheories are reviewed, followed by analysis of the financial status of Hainan Airlines, andintroduces in detail the current situation of civil aviation transportation industry and theHainan aviation company’s internal and external strategic environment. Secondly, accordingto industry data and the announcement of Hainan Airlines investment, financing environmentanalysis and evaluation. Finally, put forward relevant proposals in the financial strategy ofHainan Airlines companyEnterprises in order to compete for market share, expand the scale, resulting in high debt,and the unreasonable capital structure will increase the financial risk of the enterprise, theimplementation of the global strategy restricts the company, although the repayment of a debtby various ways to raise money, but in the long run, Hainan Airlines not passive to deal withthe debt, the company we should take positive measures to improve enterprise’s credit andsocial influence. Hainan airlines in the development of the financial strategy, should remainrelatively stable, but also should have a certain degree of flexibility, to deal with the accident on the great influence caused by the enterprise, not only to consider the domestic and foreignmacroeconomic trends, micro economic changes, fiscal and monetary policy adjustment, thelaws and regulations change normal factors, and to consider some of the unpredictable events.