| In order to deepen the structural reform of China’s agricultural supply side,in 2017,the State Council proposed to vigorously develop convenient quick-frozen food.At the same time,the accelerated pace of life and the improvement of urbanization have promoted the development of China’s quick-frozen food industry.Ushering in a period of vigorous development.However,in the face of pressure from external environment changes such as slowing macroeconomic growth,rising raw material costs,and consumer demand upgrades,companies should adjust their existing financial strategies in a timely manner to ensure their sustainable development.As the source of power for companies to obtain excessive profits and the fundamental motivation for sustained competitive advantage,core competitiveness can only be in the upper hand in the fierce market competition if it is timely identified,cultivated and updated.Therefore,the financial strategy based on core competitiveness is more in line with the long-term development and overall benefits of the enterprise.This paper attempts to study the dynamic development of core competitiveness and the specific content corresponding to financial strategies in different life cycles by clarifying the connotations,characteristics,and categories of core competitiveness and financial strategy,and carry out the common and dynamic development of the two.Innovative combination forms a financial strategy matrix based on the life cycle of core competitiveness.Based on the above background and theory,select H companies that are in the market early in the industry and have a complete business cycle as the analysis object.First,through the development history and trends of the quick-frozen food industry,the future development direction of the quick-frozen food industry is clarified;second,the core competitiveness identification path framework The company H and the industry competitive company will be compared horizontally in terms of market competitiveness,technology competitiveness,and strategic management ability,to determine the advantages and disadvantages of each company,and to determine the stage of H company’s core competitiveness;again through PEST analysis The method analyzes the external environment of H enterprise,and each financial indicator clarifies the internal financial situation of the company,and performs SWOT analysis in combination with the internal and external environment.Finally,based on this strategic background and the overall strategic goals of the company,the current status of the company’s financial strategy in terms of financing,investment,dividend distribution,etc.and its matching with its core competitiveness are analyzed,and the shortcomings of the current financial strategy are obtained.And propose reasonable optimization suggestions.The research found that the core competitiveness of H Company is reflected in the product positioning,brand influence,marketing network,R & D technology and capacity utilization of medium and high-end products.The current financial strategy has deficiencies such as single financing channel,unreasonable debt structure,conservative business model,improper investment decision,excessive dividend distribution and poor sustainability.Based on the existing core advantages,it proposes to optimize the fund-raising structure,appropriately increase the debt ratio,and reduce financial risks;invest in new production bases to expand production capacity,increase investment in new product research and development to increase product portfolio richness,continue to develop overseas markets to gain leading advantages;Dividend distribution,establish a scientific incentive mechanism;optimize the control of the circulation and preservation of inventories,follow up the receivables in a timely manner to reduce the rate of bad debts,and improve the efficiency of capital use.Provide achievable financial strategy optimization ideas for Company H and quick-frozen food companies in the same development mode. |
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