The Financial Strategy Research Of Shenzhen YM Hotel

As an important branch of the research of enterprise strategy, financial strategy research has always been paid attention to. As China's hotel industry as a whole to enter the new normal, the market environment has changed a lot, the domestic many hotels do not have a reasonable formulation for their own financial strategy, but also a lot of development of financial strategy but can not effectively implement. In the face of the overall decline in the hotel industry, the hotel industry has become increasingly fierce competition, how to enhance their market competitiveness, is the current domestic hotel industry must face a problem, financial strategy as an important support for the implementation of corporate strategies, has more important research significance.This paper takes Shenzhen YM hotel as the research object, in the current competitive situation of domestic hotel industry is described on the basis of literature research and financial strategy review, the Shenzhen YM Hotel and its financial condition in recent five years are described and analyzed in detail, pointing out the existing problems in financial management, using the "Potter five" model to analyze the five main forces of the hotel on the market at the same time, the use of "SWOT" model of Shenzhen YM Hotel existing internal advantages and disadvantages, external opportunities and threats analysis, analysis of the overall strategy and specific strategies for the future development of the Shenzhen YM Hotel, then make effective solution for the existing problems of financial management Shenzhen YM Hotel, set out for the future development of Shenzhen YM hotel financial strategy, and finally put forward the safeguard measures for the effective operation of the financial strategy.This paper analyzes the financial statements of the Shenzhen YM hotel in the past five years, and points out the existing problems in terms of financing, investment and dividend payment. In the formulation of specific financial strategy, the Shenzhen YM hotel's financing strategy gives the following suggestions:first, to strengthen the management of retained earnings; second, continue to maintain good relations with the bank and other financial institutions; third, with the agency to maintain good relations; fourth, a clear idea of the future development of the hotel. The investment strategy of Shenzhen YM hotel is given as follows: first, to build the hotel; second, the merger and acquisition of other hotels; third, the hotel gradually began and strengthen cooperation with the United States Mission network, where to go online and other Internet trading platform, and then realize the combination of online and offline. For the Shenzhen YM hotel's dividend payment strategy is given as follows:according to the YM hotel's future development ideas and reality, let them choose the low amount of dividend and dividend policy.