On The Analysis Of Financial Strategy For Tourism Enterprises Listed In The NEEQ Market Base On Financial Strategy Matrix Theory

In recent years,with the promotion of consumer spending and government policy support,China’s tourism demand is being released,tourism consumption is on the rise and the tourism industry ushered in a rare golden development opportunities.However,tourism industry needs a very long-term investment period,how can smooth financing is a key factor for tourism enterprise to seize the opportunity of the tourism industry.The official operation of the NEEQ makes tourism enterprises seemed to get a new approach to finance in January 2013.But from the actual situation,the tourism enterprises in the NEEQ market did not like the spring breeze as expected,most of the enterprises are poor ability of enterprise management and low profitability,and even can not finance in the NEEQ market.The most important reason is that the lack of reasonable planning of financial strategies about investment,financing and profit distribution,and then it is difficult to obtain the approval of investors and the favor of industrial capital for tourism enterprises.Hence,How to carry on the reasonable financial strategic planning is a practical and theoretical issues to be solved for tourism enterprises in the NEEQ market.On the basis of relevant concept definition and theoretical analysis,this paper firstly analyze the present situation of the financial strategy of the tourism enterprises listed in the NEEQ market,and find that the tourism enterprises are faced with two big problems which refers to the profits are mixed and financing is difficult,the reason is the lack of a reasonable financial strategic planning.Secondly,this paper collected financial data of 57 tourism enterprises listed in the NEEQ market from 2013 to 2016 as a sample,and measured the value state and state of funds of the sample under the approach of financial strategy matrix,the results show that tourism enterprises as a whole in value-added financial strategy matrix quadrant,which indicate there is a considerable development prospects for tourism enterprises.But because of the faster growth,most tourism enterprises’ internal funds can not fully support their development,and they generally faced with the shortage of funds,the result is consistent with the two big problems which tourism enterprises are faced.Thirdly,this paper make a rationality test classification results of funds states and value status,the results show that the financial matrix theory is reasonable for the classification of enterprises.Lastly,this paper take Hua Qiang Fong Te as an example to make a further analysis of its’ financial strategy,and put forward targeted recommendations according to its’ current strategic deficiencies,the results further shows that financial strategy matrix is feasible and scientific in practical application.This paper first time introduces the theory of financial matrix into the financial management practice of the tourism enterprises in the NEEQ market,it not only validates the effectiveness of the financial strategy matrix theory in the NEEQ market,but also provides experience reference for tourism enterprises in the NEEQ market to formulate reasonable financial strategy,meanwhile,it also have a certain reference value for other enterprises in the NEEQ market.