The Research On Retail Enterprises Working Capital Management Based On O2O Model

Under the constant change of the times,the continuous progress of the society and the sustained high-speed development,the e-commerce industry has ushered in successive development opportunities,which makes the competition between physical management and online retailing more fierce,and the market of the physical retail industry is glorious.Farther away,it was replaced by the online retail industry.With the support of these major consumer forces after the 80 s and 90 s,it became the dominant force in the consumer market.After the rise and development of Internet e-commerce,the traditional retail industry has been seriously impacted.In order to win a place in today’s market economy environment,some enterprises begin to actively cater to the development of society,strive to develop in the field of e-commerce,quickly seize the market of online to offline business models,and explore new ways of development.Many studies have shown that the management of working capital of enterprises has great practical significance.It will have a decisive impact on the operation and development of enterprises.It is an important role in the practice of financial management of enterprises,and also a strong driving force for the steady and substantial development of enterprises.In the process of transforming the mode of O2O,retail enterprises have carried out supply chain reform,integration of online and offline,rebuilding of logistics distribution system and so on.These series of reform measures are bound to have an impact on the enterprise’s working capital management.Therefore,the study of operating capital management under the mode of O2O has certain academic value and practical significance.Gome Retail is a very representative enterprise in the transformation of the O2O model in retail enterprises.Gome began to embark on the road of Internet transformation in 2001,and formally transformed the O2O model three years later.Based on O2O model as the background,this paper use the theory research and case analysis research method of combining,with industry leader and representative of the Gome in O2O mode of working capital management,research and analysis on the retail sales enterprise business model transformation which measures of working capital management performance what effect were analyzed,and points out the problems existing in the transformation and puts forward related Suggestions.This article from the perspective of channel Gome O2O model transformation is how to influence enterprise procurement channels,marketing channels,financing channel of working capital operation,and from the perspective of elements of Gome O2O model transformation is how to affect the enterprise inventory,accounts receivable,accounts payable,thus influence enterprise operating cash flow performance,the final draw relevant conclusions and enlightenment.This paper summarizes the success and shortcomings of O2O mode working capital management in overseas retail industry,puts forward optimization Suggestions,and provides some references for other traditional retail enterprises to carry out working capital management in O2O mode and successfully transform into O2O mode.This paper is divided into five chapters.The first chapter is the introduction,which briefly introduces the background and significance of this study,and expounds the main research status of working capital management theory and the theory of O2O model.Chapter two is an overview of the theory of working capital management and O2O model.This paper expounds the meaning of working capital,the content of working capital management and the definition,classification and characteristics of the mode of O2O.Then,the theory and construction of performance evaluation index of working capital management are elaborated from two perspectives of factors and channels.The third chapter focuses on the analysis of working capital management of Gome retail transformation O2O model.This paper selects Gome retail as a case,and uses Suning,which also changes to O2O mode,as a comparison enterprise,Analysis of the impact of O2O model on its working capital management in production,sales and marketing,and combined with the operational characteristics of the O2O model and the management status of traditional retail enterprise working capital,the in-depth analysis of Gome’s working capital management performance from the perspective of factors and channels.The fourth chapter focuses on the problems existing in the management of Gome’s working capital and proposes corresponding improvement measures.The fifth chapter is the conclusion and enlightenment of the case study.Through the analysis of the O2O mode working capital management of Gome transformation,it is found that too radical financing strategy is not conducive to the long-term stable development of enterprises;Enterprises should strengthen cooperation with suppliers to maximize the interests of both sides;And can establishing a scientific inventory management system and improving off-line logistics capability;O2O model transformation improves the working capital management level of enterprises.Through case analysis,it provides some Suggestions for other traditional retail enterprises to manage working capital under O2O mode and successfully transform into O2O mode: The structure and strategy of investment and financing should be matched and the management efficiency of supply chain should be improved at the same time;Optimize the management of working capital to give full play to the value of O2O model;Change the traditional business thinking and accelerate the transformation of O2O model.