Research On The Financial Strategy Response In S Retail Enterprises Under The Transformation Of O2O

The rapid development of the Internet has promoted the unprecedented prosperity of e-commerce,and has also caused a huge impact on the traditional retail industry.In the 2015"Government Work Report",Premier Keqiang Li pointed out that it is necessary to promote the development of "Internet+" and enhance the shift of enterprise to 020.Premier Lis speech pointed out a new direction for the development of retail enterprises in China.To survive and develop,more and more traditional industries begin to make strategic shift to the 020 model.In 2012,Mr.Zhang proposed that the goal of S retail enterprise is to become Chinas "Wal-Mart+Amazon",and the development path of S retail enterprise to explore the 020 model is fully rolled out.020 business strategy transformation cannot achieve good results without the support of financial strategy,so it is of great significance to study the financial strategy under the transformation of S retail enterprise to 020.This thesis takes S retail enterprise as the research object,and uses literature research method and case analysis method to first define the concepts and theories related to the financial strategy of retail enterprises under the transformation of O2O.Secondly,it sorts out the background,development history and specific content of S retail enterprise 020 transformation.Thirdly,a detailed analysis of the financial strategy response under the background of 020 business strategy transformation of S retail enterprise shows that its financial strategy has been transformed from a steady expansion financial strategy before 020 transformation to a rapid expansion financial strategy.And then it evaluates financial strategy through the trend of financial performance.After that it concludes that the investment strategy effectively cooperates with the overall layout and demand of the 020 transformation of S retail enterprise;the financing strategy satisfies the capital demand of investment activities during 020 transformation;and working capital management efficiency is improved.However,the financial strategy of S retail enterprise under the transformation of 020 has some shortcomings,including inefficient use of monetary funds and unstable income from diversified investments,unreasonable working capital structure,and radical cash dividend policy.Finally,it proposed to strengthen the investment in retail main business to build core competitiveness.;improve the service system construction.It suggested that the scale of financing should be compatible with the strategic planning and implementation steps of investment.It also ask to rationally allocate funding period,Strengthen upstream and downstream channel control,and actively optimize countermeasures for establishing long-term strategic partnerships with suppliers to promote financial strategy to to promote the financial strategy to better support the 020 transformation of S retail enterprises,,to achieve the competitive advantage of new retail enterprises in the Internet era...