Research On Management Of Working Capital In Enterprises Based On O2O Mode

With the development of Internet technology and the popularity of online shopping,E-commerce forms are becoming more and more diverse.The original single online form of B2 B,B2C,C2 B mode develop into O2 O mode which integrates online and offline.The major difference between this model and the traditional e-commerce model is the construction ofentities store and experience shop,allowing consumers to enter the store experience and then decide whether to buy goods,and this mode supplements the poor customer experence and information distortion of the traditional mode.Thechoice of O2 O model will be the future trend of enterprisedevelopment.And this new business model will have an important influnce on enterprise’s working capital management.Because of this,the article has carried out analysis and explains.This paper is divided into six parts,and it uses literaturemethod,case study method and financial analysis method,and this paper makes a comprehensive analysis of enterprise working capital management in O2 O mode.At first,after introducing the research background and significance of this paper,the author reviews the current research situantions of O2 O mode and enterprise working capital management,and makes a comprehensive comment on it.Then,this paper expounds the related theories of working capital management and its performance evaluation system,introduces the meaning and characteristics of the O2 O model,and analyzes the influence of the O2 O mode onprocurement channels,production channels and marketing channelsworking capital management.Next,taking Suning Commerce as an example,I analyze the performance and problems of working capital management in O2 O mode withthe relevant financial data.Finally,the paper puts forward some suggestions on the management of working capital in O2 O mode by improving the relationship with suppliers and customers,strengthening the online and offline transaction integration and complementing the advantages of them and improving the logistics system construction.It will also provide reference for otherenterprises in the O2 O development model,which will have great practical significance.