基于企业生命周期的苏宁云商财务战略研究.pdf

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1、AbstractRESEARCHONSUNINGCOMMERCEFINANCIALSTRATEGYBASEDONENTERPRISELIFECYCLEABSTRACTTheconstitutionandcompositionofChina’sretailindustryundergoesconstantchangestoadapttoitseconomicstructurechanges.Theonlineretailerscompetewiththeentityretailingenterprisesandareexcellinginthemarketshare.

2、Asaresult,moreretailingenterprisesaresteppingintothefieldofelectronicmarketingtoexplorebusinessdevelopmenttransformation.Thispaperanalyzesthefinancialstrategyofarepresentativeandleadingenterprise–SuningCommerceGroupCompany,whichofferstheoryandpracticesignificanceinthismarketsetting.Int

3、hispaper,theauthoranalyzedfinancialstrategyproblemsofSuningfromtheperspectiveofenterpriselifecycle.Startedwiththeintroductionofliteraturereviewofthisresearch,itreviewsthedomesticandinternationalresearchoutcometowardsfinancialstrategyandlifecycletheory.Thereviewsummeryhasbeengiven.Based

4、onthetheoreticalknowledge,thispapertakesSuningCommerceGroupascasestudyexample.Thispapersynthesizestwodivisionmethodoflifecycletheory,thestudyfoundthatthelifecyclecanbedividedintotwophases:thegrowingphaseandthematurephase.TheanalysisofenvironmentandtheoverallstrategyofSuningCommerceGrou

5、psuggestedthatSuningCommerceGrouptakesdilatedfinancialstrategyinthetwoperiods.Thedifferenceisittakesthesteadyfinancialdilatedstrategyingrowingphase,buttakesrapiddilatedfinancialstrategyinthematurephase.Finally,thepaperputsforwardsuggestionsforSuningCommerceGroup’sfinancialstrategyinthe

6、strategictransformationprocess.KeyWords:SuningCommerceGroup；Corporatelifecycle;FinancialstrategyII目录目录第一章绪论............................................................11.1研究背景与研究意义.............................................11.2研究综述.....................................................

7、..21.2.1国外研究回顾..............................................21.2.2国内研究回顾..............................................31.2.3文献总结..................................................51.3研究的思路和方法...............................................71.3.1研究思路.....................................