传统零售业转型o2o模式的财务战略分析——以苏宁云商为例

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1、Abs仃actUnderthebackdropofstrongdevelopmentofe-commerce，traditionalretailershavebeguntoseizethe020transitionmarkettogetridoffinancialdifficultiesandthecrisisofdecliningperformance．Effectiveuseoffundsplaysanintegralroleinsupportingthecorporatestrategictransformat

2、ionandthemovementoffundsisthemainsubjectoffinancialplanningstrategy．Therefore，areasonablefinancialstrategyplaysakeyroleinguaranteingtheSuccessofstrategicrestructuringofenterprises．Thus，anin—depthstudyofthetransformationofthetraditionalretailfinancialstrategyhas

3、importantpracticalsignificancetotraditionalretailstrategictransformation．Inthispaper，traditionalretailgiantSuningApplianceenterprisetransformation020modewasselectedasacasestudy．Weanalyzetheformulationandimplementationoffinancialstrategyduringthetransitionproces

4、s，andevaluatethefinancialrationalityoffinancialstrategythroughtheinvestigationoffinancialperformancetrends，byusingacombinedmethodofthetheoreticalinterpretationandcaseanalysismethod．TheconclusionofthisstudyCanbeausefulreferencefortherelevantcompanyandprovideanin

5、spirationfortheindustryenterprisesthatintendtomakestrategictransformation．ThemainWOrkandconclusionsareasfollows：(1)TheextemalenvironmentandinternalenvironmentfortheSuningAppliancetransformationwereanalyzedbyusingthePESTanalysisandSWOTanalysis．WefoundthatSuningA

6、ppliance’Sdevelopmentstrategyanditscurrenttransformationstrategycoincideswitheachother，whichshowthatthetransformationto020characterizedby”cloudprovider”modelisappropriateandreasonable．(2)Thoughtheoperatingperformanceduringtheprocessoftransition，itisstillinlinew

7、ithexpectations．Decreasedprofitabilityandassetmanagementabilityandtheincreasedriskofdebtreducedcapacityappearowingtorapidlyrisingcostsintroducedbythelargeamountinvestmentandfinancingcostsduringthebeginningofthetransition．Withthegradualdeepeningoftransitionandac

8、hievingcertainefficiency,theprofitabilityanddevelopmentIV万方数据capacityhasimproved．(3)ThefinancialstrategyofSuningAppliance’Seffectivelysupportsthestrategictransformation．Inde