Research On Financial Risk And Control Of Suning Commerce O2O Transformation

E-commerce has become the development trend.And as it developed,the bricks-and-mortar shops of traditional retail business are subject to an unprecedented impact.Many traditional retail enterprises realize that in order to survive,they must conduct a comprehensive transformation.O2 O became the first choice for traditional retail industry to not only maintain the original advantage of but also adapt to the trend of the times.In the meanwhile,the financial risk is objective and inevitable during the O2 O transformation.Thus,to take prevention and appropriate control measures are not only an important guarantee for a successful transformation,but also an important cornerstone for their survival and development.With the rapid development of the E-commerce and chaos of the retail market,the O2 O transformation will face greater challenges on financial risk.The thesis takes the O2 O transformation of Suning Commerce as an example,starting with the basic theory of financial risk,to summarize and enumerate the financial risks that the general enterprise will appear.And then,through analysis of the specific process and financial data of such transformation of Suning Commerce,and combination with the theory,it identifies the financial risk of Suning Commerce during the o2 o transformation process.The financial risk of O2 O transformation of Suning Commerce is identified as the risk of financing,investment risk,operation risk and income distribution risk.And the thesis analyzes the reason why the financial risk caused according to the three types of indexes and present situation of the enterprise.In the face of the limitation of the evaluation of the index,the thesis determine the weight of the index through expert scoring,comprehensively evaluates its financial risk through the organic combination of the analytic hierarchy process and the effective coefficient method,and finally identified the financial risk of the O2 O transformation of Suning Commerce as middle warning.The main reason on financial risk of O2 O transformation of Suning Commerce is that a lot of capital investment in the enterprise transformation without achieving the expected profit deteriorated its financial situation.Meanwhile,the development ability of the enterprise in the future is also worrying.In the end,the thesis puts forward the control measures to strengthen the prevention of financial risks from three aspects: fund raising,investment and operation.Besides,it also proposed necessary measures according to the emergencies of financial risks that the enterprise faces.