Research On The Combination Effect Of Industry And Finance In Sports Goods Enterprises

During the 14 th Five-Year Plan period,the high-quality development of Chinese sports industry has been forging ahead.Sports goods manufacturing industry,sales industry and sports service industry keep pace with each other.The leading role and resource accumulation effect of benchmark enterprises,especially listed sports companies,is becoming increasingly obvious.As a green industry and sunrise industry,the development potential of sports industry is still very great in China’s industrial structure.Along with the continuous release of sports industrial policy dividends in the new era,sports consumption of urban and rural residents is constantly activated and upgraded,which promotes the gradual expansion of the sports industry scale and the continuous upgrading of the sports industrial structure.However,at present,there are still unbalanced and inadequate problems in the development of China’s sports industry.Compared with the grand strategic goal of further promoting the construction of sports power,the scale of China’s sports industry is still small,and the proportion in GDP is still low.Therefore,conforming to the trend of The Times and the needs of industrial development,China’s sports industry needs to introduce more new models,try more new paths,apply more new methods and expand more new channels in the process of transformation and upgrading.In this process,in the process of optimizing the development of regional industries in recent years,the new development model combining industry and finance,as a new model that enables the financial industry to better serve the real economy and enable the high-quality development of the industry,can also be used by the sports industry and become a new platform and new path for the government,financial service institutions and sports enterprises.Based on the above background and thinking,this study takes Li Ning(China)Sports Goods Co.,Ltd.as the research object,combines the development background and reality of China’s sports industry,focuses on the development status of China’s sports goods enterprises,uses literature research method,expert interview method,financial index analysis method and other research methods to analyze the motivation of Li Ning Company’s combination of industry and finance.And construct the multi-dimensional index evaluation system to evaluate the economic benefits of Li Ning Company from four aspects of enterprise profitability,solvency,operating ability and growth ability.According to the research conclusions,countermeasures and suggestions are put forward to provide a classic example,practical reference and theoretical basis for the combination of industry and finance of sports goods enterprises.The main conclusions of the study are:(1)The combination of industry and finance promotes the transformation and upgrading of enterprises.Through the analysis of the background and motivation of the combination of industry and finance of Li Ning Company,we can see that it is the only way for Li Ning Company to adopt the development mode of industry and finance combination,which greatly promoted the transformation and upgrading process of Li Ning Company.(2)Combining industry and finance to improve the operation capacity of enterprises.The implementation of the combination of industry and finance has improved the economic performance of Li Ning Company.The profitability of Li Ning company has been rapidly improved,the long-term and short-term solvency is relatively stable,the operating capacity has been greatly improved,the market recognition has been gradually improved,and the future development of Li Ning company is broad.(3)The combination of industry and finance will stimulate new growth drivers for enterprises.Li Ning Company through the combination of industry and finance to promote production with finance,give the company new development momentum.According to the above research conclusions,the following development suggestions are put forward(1)Combine enterprise development status and market environment,reasonably formulate industry-finance combination strategy that meets enterprise development needs.(2)Improve the internal management level of the company,improve the operation efficiency and governance ability of the enterprise,accelerate the speed of enterprise transformation,and explore new ways of integrating industry and finance.(3)Improve the effectiveness of the combination of industry and finance by establishing and improving the risk management and control system and strengthening the construction of talents.