Research On Financing Mode Innovation Of Retail Enterprises In O2O Transformation

Since the reform and opening up,China's economy and the retail industry have been high-speed developed.The popularity of the Internet has gradually changed the consumption habits of consumers.Online business occupied the market share of traditional retail enterprises,while the traditional retail enterprises ushered in a greater challenge than ever.In recent years,Suning,Gome,etc.as the representative of the traditional retail enterprises began to explore the integration of the Internet with the road,as the same time "Internet plus" has almost become the inevitable trend of the development of the retail business.Online and offline combination can not only expand consumer access to product information channels,achieve fast and convenient transaction,and make the consumer decision-making more efficient,but also promote the line operation,which promote the internal operational efficiency.The online platform development,the next line of logistics operations and online and offline construction require a large amount of working capital,which also formed its huge financing needs.But the traditional financing channels have many limitations,which is for innovation of Chinese retail enterprise financing mode is very important.Systematic research on the application mechanism of new financing model is conducive to the standardization of enterprise financing behavior,to optimize the corporate structure,has great practical significance for improving the management of enterprises,conducting to the standardization of enterprise financing behavior,and optimizing the corporate structure.On the basis of fully studying the relevant literature of predecessors,combining with the relevant theories of financing,the paper took Suning Commerce Group Co.,LTD as the research carrier and analyzed the innovation motivation and operation mechanism of retail enterprise financing mode in the transformation process of 020 retail business by the Case Study Method.This paper analyzed the report data of Suning Commerce Group Co.,LTD before and after the transformation by Comparative Method.At the same time,explained its financing characteristics and the risk of financing mode in the company,and put forward relevant proposals.In contrast to the previous research financing model,this paper started with the business model of retail enterprise and the transition process of 020.Based on the analysis of the characteristics of retail enterprises,how to innovate the financing mode according to the characteristics of business model was analyzed to provide application guidance and reference value for the similar enterprises.