| With the improvement of residents’ living standards and per capita disposable income,leisure snacks have gradually become an indispensable part of people’s daily lives.One of the representative enterprises,Laiyifen,quickly occupied a large-scale market with the form of chain stores at the beginning of its establishment,and was listed on the Shanghai Stock Exchange in 2016,becoming the "first stock of snacks on the main board".However,crossing the peak is a trough,and starting with offline retail,Laiyifen missed the dividend of internet development.With the rapid rise of leading enterprises such as Three Squirrels and Liangpin Store,Laiyifen’s profitability has significantly declined,and it once fell into a dilemma of increasing income without increasing profits.After realizing its own shortcomings,Laiyifen made internal adjustments and began to develop online and offline channels,making it particularly important to match appropriate financial strategies for the enterprise in this process.As an important component of corporate strategy,financial strategy can not only improve the quality and efficiency of financial management,but also assist managers in making scientific and effective business decisions,which is conducive to the implementation of the overall strategy of the enterprise and promotes its sustainable development.Therefore,based on the Harvard analysis framework,the paper conducts research on Laiyifen’s financial strategy,identifies the advantages and disadvantages of its financial strategy in omnichannel construction,and proposes improvement suggestions,in order to promote the sustainable development of the enterprise and provide reference for other enterprises in the same industry.The paper uses literature research method to lay the theoretical foundation for the entire text by reading a large number of domestic and foreign literature related to financial analysis,Harvard analysis framework,and financial strategy.On this basis,a case study method is used to first introduce Laiyifen and its financial strategy overview of financing,investment,operation,and distribution.Secondly,using the Harvard analysis framework and combining quantitative analysis,qualitative analysis,and comparative research methods,this study conducts in-depth research on Laiyifen’s financial strategy from four aspects:strategy,accounting,finance,and prospects,identifies its shortcomings,and proposes improvement directions based on the internal and external environment and financial situation of the enterprise.Finally,evaluate the financial strategies for financing,investment,operation,and distribution of Laiyifen and propose corresponding improvement suggestions.The paper believes through research that Laiyifen’s financial strategy currently faces problems such as a relatively single financing channel,high period costs,emphasis on marketing over research and development,weak online marketing,serious product homogenization,and the need for further improvement in distribution methods.Based on this,improvement suggestions are proposed to expand financing channels,strengthen cost control,increase research and development investment,integrate online and offline development,deepen differentiation strategies,and make reasonable use of stock repurchases. |
