The Study On Optimization Of TY Real Estate Company’s Financial Strategy In Mature Period

The real estate industry in china has developed rapidly since the reform and opening, but the competition is increasingly intensified. In recent years, with the issue of a series of macro-control policies on real estate market, the real estate enterprises are facing great pressures. Financial strategy management is an effective way for the modern enterprises to optimize the allocation of resources, operate capital effectively and ensure that enterprise value added value. If real estate enterprises want to survive in the severe competitive environment, they must make a reasonable financial strategy.This paper uses the theory combined with case and the method of qualitative and quantitative analysis, on the basis of relevant financial strategy theories, from the perspective of enterprise life cycle, carries on the analysis about the present situation of Jinan TY real estate corporate finance strategy, take financing strategy, investment strategy and dividend distribution strategy as the breakthrough point, widely analyze enterprise financial strategic position, build company financial strategy aim and make selection.First, this article introduces selected topic background and significance, domestic and foreign research situation and financial strategy related theory; Then, make full use of strategic analysis tools and analyze company financial strategic environment; Then, analyze and evaluate its financial investment strategy, financing strategy, dividend distribution in recent years. In view of the problems existing in the company’s current financial strategy analysis, adjust the corresponding strategic and construct the financial strategy for the company development.The innovation point of this article is to combine financial strategy and enterprise life cycle on the basis of the integration of accounting, financial management and strategic management and strive to lay a foundation for financial strategy management theory and empirical.In addition, although the enterprise financial strategy research has been a long time, it is rare to combine concrete enterprise with financial strategy, especially with the real estate industry. This paper combines theory and practice on the basis of predecessors’ research and take TY real estate company for the specific case, to explore its financial strategy improper points out the financial strategy, and put forward the improvement of financial strategies.This article argues that the company’s financial strategy problems are as follows: capital raising and capital use disconnect, single financing channel and financing structure is unreasonable; business single, large investment risk; the dividend distribution system imperfection, lack of incentive.This article presents company’s financial strategy of the improved scheme based on the enterprise life cycle theory:strengthen the budget management, set up financing plan, optimize financing structure; broadening the investment field, improve the project feasibility analysis; maintain reasonable dividend payment rate, the distribution of the system has the incentive system.