Research On Financial Risk Management Of H Real Estate Co.,Ltd.

With the vigorous development of China's national economy,coupled with the complex changes in the market and the changing economic environment,the level of financial risks faced by Chinese enterprises at present is improving.Basically,the financial risk plays an important role in the survival of enterprises.Under this situation,enterprises have to put more emphasis on the financial risk management in the daily work and carry out the real-time monitoring of the financial risk,so that they can lay solid foundation for their development in the future.However,with the adjustment of the new real estate structure,the gap of the strong and the weak continues to widen.Those enterprises with strong competitiveness and larger scale occupy a large share of the whole market while the leading enterprises begin to seize the market relying on their sufficient found and higher popularity.In this environment,the medium and small scale real estate enterprises fall into the dilemma and face up with the bankrupt.In accordance with the specific circumstances of H Real Estate Co.,Ltd.and the characteristics of small and medium enterprises,the method of financial indicators analysis has been applied to identify the financial risk of the company from five aspects in the recent years including debt paying,profit,operation,development and cash operation,and the analytic hierarchy process has been used to assess the severity of the identified risks.Combined with efficacy coefficient method to rate the risk of the company in recent years,it is concluded that the lack of profitability is the main risk point which leads to the overall risk of the enterprise in the past years.Then on the basis of the H Company's characteristics and regional development,the causes of the risk have been analyzed from two aspects of internal financial risk control and external macro and market environment.Based on this,the paper has put forward the specific measures suitable for H Property Co.,Ltd.to guard against financial risks from the improvement of enterprise financial risk control system,the expansion of financing channels and the sound development of project investment management mechanism.