Research On Gree's Financial Strategy Under The Perspective Of Balanced Scorecard

With the progress of network technology and the development of e-commerce,the number of people participating in online shopping keeps soaring,which greatly squeezes the living space of traditional home appliance industry.However,network technology has also brought opportunities to the traditional home appliance industry.Many traditional white goods enterprises have begun to develop online business and make appropriate strategic adjustments to adapt to the changes in the market.The enterprise's financial strategy needs the guidance of the overall strategy.Adequate supply of capital and effective use of capital are the keys to the success of an enterprise.The financial strategy of Gree electric appliances' strategic adjustment is evaluated.This not only helps Gree to find and solve problems in time,but also plays an important role in the long-term healthy development of Gree.This paper first introduces the research background,purpose and significance.Later,by consulting relevant literature,and made some investigation,and combing the traditional white goods industry at home and abroad research achievements of strategic adjustment and financial strategy,this paper expounds the concept and theory of financial strategy and the balanced scorecard for the below from the perspectives of the balanced scorecard financial strategy laid a theoretical basis for evaluation of Gree electric appliances.Secondly,this paper analyzes the financial strategy adopted by Gree electric appliances by means of case analysis,financial ratio analysis and chart analysis,and expounds the characteristics of Gree electric appliances' financial strategy.Again,combining qualitative and quantitative,the use of the balanced scorecard method of Gree electric appliances financial strategy is good to cooperate with the overall strategy and to evaluate whether there was a positive impact on the company's development,from the internal operation,financial,learning and growth,and financial and other four dimensions to determine whether it adapt to the internal and external environment of enterprise,whether the implementation of the overall strategy of Gree electric appliances can play a good role,whether is suitable for the actual situation of the enterprise.Finally,it is found that the financial strategy of Gree electric appliances basically conforms to the requirements of the overall enterprise strategy,and on the whole,it can have a positive impact on the development of Gree electric appliances.However,this financial strategy is not perfect,there are still some deficiencies and optimization space.Finally,according to the problems found,this paper puts forward some optimization Suggestions...