The Research On Optimization Of The Financial Strategy Of Jiu Zhi Tang Co.,Ltd.

Domestic herbal medicine industry holds great potential with growth of medicine volume, diversity of medical needs, and the immense increase of bio-pharmaceutical as well as the health and nutrition industry. Some large herbal pharmaceutical companies have gradually realized the importance of financial strategies for their development. By implementing scientific and rational financial strategy can effectively guarantee the enterprise overall strategic target to reach. On the one hand,the enterprise financial strategy must conform to the enterprise overall strategy layout,on the other hand, the financial strategy should take to the reality of the enterprise itself. In this paper, by using life cycle theory and financial strategy matrix, to analysis Jiuzhitang.Co. LTD., for its financial strategy optimization Suggestions, and hope to be able to be used for reference in similar to optimize enterprise financial strategy.This article mainly divides into four parts, the first part of the content of the research significance and background are briefly introduced, summarizes the life cycle theory and financial strategy matrix. Second part using tools such as PEST and porter five model analyzes the internal and external environment of enterprises, using the method of SWOT to enterprise development advantages and disadvantages, and the prospect of threats and opportunities in the future development will be encountered are analyzed, and points out the existing problems of financial strategy in Jiuzhitang co.LTD. The third part of Jiuzhitang's stage of life cycle is the location and financial strategy matrix discriminant, aiming at the problems on its financial strategy and the current development needs, financial strategy optimization Suggestions were put forward. The fourth part mainly introduces the company financial strategy implementation and safeguard mechanism.Based on the theory of financial strategy as the breakthrough point, using the enterprise life cycle theory and financial strategy matrix, the light of the specific conditions of Jiuzhitang co., points out the problems of the company, and put forward reasonable liabilities, develop channels; Key investment, diversified development;Both development and profit the steady increase of financial strategy optimization. In terms of financing, it is recommended that companies optimize financing structure,proper use of financial leverage, control the debt ratio, fight for government subsidies,etc., to break the single financing mode; On investment, it is suggested that in order toimprove the company's core competitiveness for the total target, increase investment in core product and gradually increase the amount of health care products for good prospect and high growth and investment in the field of biological pharmacy, and gradually increase the enterprise informatization construction and medical electricity investment; In terms of income distribution, the company with low normal dividend adds the extra dividend distribution strategy; In the aspect of capital operation, it is recommended that the company introduces the production system in a timely manner,and adopt low liquidity ratio low proportion of current liabilities operation strategy, in order to improve business operational efficiency and profitability.