Research On Enterprise Financing Management In O2O Model

O2O(Online To Offline,online to offline)model in China is a new type of business.O2 O business model(hereinafter referred to as O2 O model)has entered a stage of rapid development since 2013.It has expanded from the industry of the Group Buy to many others,such as medical care,community service,travel service,tourism,take-away,maternal and child and so on.With the rapid development of O2 O,not only the pre-business expansion and talent introduction,but also the follow-up services to enhance the brand to build,are inseparable from the support of funds,and then produce the financing needs of enterprises.O2O model of the enterprises use the emerging O2 O model,which is different from the traditional enterprises.Whether it is the marketing model,or profitability are quite different.The most different performance between O2 O enterprises and traditional enterprises is the demand for financing.Therefore,this article starts from the characteristics of O2 O model,through the comparison with the traditional enterprises to illustrate the O2 O enterprises' own characteristics,analyzing the influences of O2 O business financing capacity mainly through the analysis of O2 O enterprise business behavior and platform design this two aspects of the characteristics.And then analyze the financing problems of the O2 O model enterprises,and summarize the possible problems in the O2 O industry,including the high risk of financing,lack of financing management awareness and lack of repay capacity,proposing appropriate solutions to improve profitability,a reasonable choice of financing and the rational use of the three major initiatives to raise funds,and according to a specific case of the company for analysis.In addition,this article also combines the actual situation of B company case analysis,pointing out that there are three problems in the financing of the company,such as the radical business behavior,the single source of funds and the poor profitability.So the article puts forward the corresponding countermeasures analysis,including the rational use of funds,expansion of funding sources and attract more advertising investment.Based on the existing problems of enterprise financing in O2 O model,this paper puts forward the countermeasures of financing enterprises in O2 O model and analyzes the cases with the actual case,which is helpful to improve the financing and management level of enterprises.