The Working Capital Management Research Of Li Ning Company Based On The Theory Of Channel

The working capital of the enterprise,attract more and more attention of management in the modern enterprise management,in the process of capital operating,the capital flow velocity is the fastest and the most sensitive reaction is turnover strongest,it is the fundamental guarantee for normal operation of the enterprise.To enhance corporate profitability,resist risk,and the potential of mining enterprises is of great significance.In 2009 our first domestic research institution established in Qingdao on working capital management,and put forward using the channel management theory to research the new ideas and new methods.According to Li Ning company's financial data about 2010-2014,operating status of the company's working capital index analysis,respectively from the business activities of supply production sales three channels,analyzed data and relevant financial indicators,found the company in working capital management,the problems existing in the main performance is: first,the inventory turnover rate drop,finished goods inventory;Second,the faster pace of increase in accounts receivable,bad debt risks;Last one,the management of working capital and product market position.Based on this problems,the article made intensive research and put forward some suggestions.first,to optimize the sales channel,to speed up the money collecting,decrease risk of receivables;Second,focus on thecore category,promote the development of the product specialization,reduce inventory;Third,a clear product positioning,used by new and old customers,appeal to different customer groups;Fourth,innovation store model,structural reforms to strengthen the supply side.