Research On Financial Performance Analysis Of JD.com And Optimization Based On Strategic Transformation

With the development of the Internet,the number of e-commerce enterprises in China has mushroomed rapidly.At present,e-commerce enterprises have become a fresh blood in China's economy,and have contributed an indelible force to the growth of China's national economy.However,due to the uncertainty,dynamics and complexity of the market environment,the competition among e-commerce enterprises is extremely fierce.E-commerce enterprises want to develop continuously and even stand out,they must combine their own resource superiority,adapt to the change of environment,carry on strategic transformation,and seek new profit innovation point.This paper reviews a large number of literature and finds that most of the research on strategic transformation focuses on the definition,motivation and path of strategic transformation.But the assessment of strategic transformation does not involve too much.At the same time,there are few researches on enterprise financial performance based on strategic transformation.Therefore,in order to fill the academic gap and provide reference for the strategic transformation of China's e-commerce enterprises,this paper selects JD.com,one of the leaders of China's e-commerce enterprises,as a case study.In the part of case analysis in this paper,first of all,analyzed the path of JD.com's strategic transformation on the impact of financial performance,and draw up the action path diagram.At the same time,the focus on the financial performance studied in JD.com'strategic transformation studied in this case is defined.Secondly,I used the framework of Dupont's analyses system to analyze the financial performance of JD.com:Firstly,analyzed the overall financial performance.Secondly,factor analysis method was used to decompose the net interest rate.Thirdly,made a structural analysis of JD.com's operating net interest rate,asset turnover rate,and equity multiplier and so on,in order to study which specific financial aspect has been affected by JD.com's strategic transformation;Then,based on the typicality of JD.com's industry,non-financial indicators such as market share and customer stickiness were selected to illustrate the financial performance of JD.com's strategic transformation.Finally,through the analysis,I found that JD.com's financial performance based on the strategic transformation still has some deficiencies,and looked for the reasons from the perspective of the strategic transformation,and in view of these insufficiency proposed the corresponding optimization suggestion.This paper holds that the strategic transformation of JD.com conforms to the changes in the environment and the development characteristics of e-commerce enterprises,and also begins to play a certain positive role on JD.com's profitability.However,it has a negative impact on the short-term financial indicators of enterprises and didn't work out for the transition.In the end,this paper puts forward some suggestions to solve these problems,in the hope of providing some reference for JD.com's future strategic transformation and other e-commerce enterprises.