The Study On The Financing Strategy Optimization Of Changjiang Jinggong Steel Building (Group) Co., LTD

With the rapid development of domestic economy, accelerating the urbanization process, provides a good opportunity to the development of China Construction steel structure industry. In 2012, experienced a golden period of development of 2009-2011 years of architectural steel structure industry, the industry is facing the grim situation of the national economic slowdown, real estate regulation policy and monetary policy tightening, the fierce competition in the industry. How to adjust business strategy, promote the upgrading of production capacity, the effect of scale has become an important subject in front of the domestic steel structure enterprises.All the time, be able to obtain adequate supply of funds is an important factor affecting steel structure enterprises undertaking construction projects and the construction steel structure industry, but also have their own raw material price fluctuation, price competition and underwritten home, many enterprises financing situation is grim. In recent years, the domestic implementation of prudent monetary policy and fiscal policy, capital market regulation has not been relaxed, steel enterprises to rely on a single equity financing or debt financing caused by the high rate of assets and liabilities, debt service pressures and other issues increasingly prominent, the capital chain steel structure enterprises the number of poor quality is becoming more and more tense, even some enterprise funds chain risk. Therefore, how to scientific evidence of financial theory and practice to develop effective financing strategy of enterprise, choose the appropriate financing channels to resolve the current steel enterprises financing difficulties, financing expensive problem is particularly important.The domestic steel structure industry listed companies-The Jinggong steel building (Group) and Limited by Share Ltd (hereinafter referred to as the " Jinggong steel building ") as a case study, based on the theory of capital structure, trade-off theory and pecking order theory as the theoretical basis of the research, the main method, take on the Jinggong steel building current financing activities of the existing scale of financing and the financing structure analysis, focuses on the analysis of financial indicators of 2010-2013 corporate financing activities in-depth analysis, to reflect the problems existing in the financing strategy of Jinggong steel building, in the premise of ensuring the objectives of financial management, and guide enterprises to multi-channel into sufficient funds, to provide financial security for the sustainable development of enterprises.The first chapter of this thesis on the research background, significance and research status, research ideas and methods, innovation points and deficiencies are summarized, understand the status of the development of the steel industry and the necessity of strengthening the financing strategy designed in the financial management of enterprise. The second chapter introduces the related papers and some of the basic theory, basic theory and lay the framework and content of the article. The basic situation of Seiko steel enterprise development, the enterprise financing scale, financing structure, financial condition, on the basis of the existence of Seiko steel existing financing strategy of evaluation. The third chapter combs the Seiko steel financing activities within the environmental advantages and disadvantages, external opportunities and threats, on the basis of the financing strategy of enterprise to carry out SWOT analysis. At the same time phased analysis of short-term and long-term financing needs of enterprises, draw Seiko steel at different stages of the demand for funds. The fourth chapter in the financing demand and the characteristics of different stages, analyzed the overall framework of the Seiko steel future financing strategy, select the appropriate combinations of different stage of development financing, to explore the construction of diversified financing portfolio strategy Seiko steel. Finally, through improving the modern enterprise system, improve the financial system, maintain good relationship between banks and enterprises, to change the financing portfolio strategy, training professional personnel and other measures to ensure the financing of Seiko steel short and long term financing portfolio strategy smoothly, improve the comprehensive level of financing enterprises.