Research On Optimization Of Gome’s Financial Strategy

Since the 20 th century,with the rise and development of e-commerce in China,the symmetry and convenience of business information brought by e-commerce is obvious.The development of technology further improves the efficiency of business operation.For the retail industry of household appliances,its core competitiveness lies in how to reduce transaction costs and provide consumers with high-quality goods and services,so as to realize its own commercial value and profit from it.Gome Retail,as a leading retail chain enterprise in China,conforms to the development trend of e-commerce and carries out the overall strategic transformation from traditional home appliances retailer to "home-life" solution provider according to its own actual situation.Each strategic transformation determines the financial strategy transformation.Gome’s retail financial strategy has gone through the stage of decision-support financial management strategy from the original Mr.Accountant stage to the present stage.Based on the financial data of Gome Retail from 2013 to 2017,this paper mainly studies the financial strategy of Gome Retail.Through the internal and external environment of Gome Retail,the development stage of Gome Retail Financial Strategy and the reasons for the change of Gome Retail Financial Strategy,this paper analyses the change of Gome Retail Financial Strategy.Next,it uses the traditional quartile method to analyze Gome Retail Finance.The problems of business strategy are analyzed.Finally,the corresponding optimization strategies are put forward according to the current stage of strategy.The following are sorted out and analyzed.1.Gome retail’s fund operation strategy has the problems of lower profitability,higher operating costs,lower gross product interest rate and unstable net cash flow of operating activities;Gome retail’s financing strategy has the problems of lower OPM financing ability than before and lower liquidity assets,which leads to higher risk of solvency;Gome retail’s investment strategy has the effect of diversification investment strategy is not as good as expected.And the increase of risk after the increase of fixed assets;Gome retail dividend distribution strategy has the problem of unstable dividend distribution.2.In view of the problems existing in Gome’s retail financial strategy,the following optimization strategies are put forward: in terms of capital operation strategy,the author suggests Gome’s retail to improve the total assets turnover rate and inventory turnover rate by increasing the use of ERP,to reduce operating expenses by optimizing the layout of offline stores,and to increase gross product interest rate by optimizing product structure;In terms of investment strategy,the author suggests that Gome retail should improve the accuracy and effectiveness of investment through the rational allocation of resources.In terms of dividend distribution strategy,the author suggests Gome retail should adopt a reasonable allocation strategy in combination with enterprise development.