Financial Strategy Analysis Of "Yongan Xing"-A Shared Bicycle Company

In the era of mobile Internet,Sharing Economy has effectively changed people's spending habits and consumption concept,Shared Cycling,as a representative of the "Shared economy" core in the field of travel,with its advanced innovation and superior convenience caused a boom in society."Sharing bicycle" itself is a good business model,which is favored by the capital market,with strong development momentum and broad prospects.But in its first year or so,problems have emerged and the market for bicycles is in trouble.First of all,the market competition is chaotic,and the sharing of bicycles in various cities has been overrun.Secondly,the sharing bicycle industry has not yet explored the proper operation mode and profit model,and many enterprises fail to realize the effective operation of capital and fail successively.In addition,many of the remaining strong,also frequently appear money operation disorder or even illegal status.The comprehensive reason is that there is no timely strategic guidance,especially the imperfect financial strategy.This paper,taking the example of "Yongan xing",a typical enterprise of sharing bicycles,analyzes its financial strategy from the two modules of investment strategy and financing strategy.Firstly,the development status,the basic situation of "Yongan xing" and the status of investment strategy and financing strategy are introduced.Then,according to the PEST theory,the macro environment of the Shared bicycle industry was analyzed,and the micro environment of the Shared bicycle industry was analyzed according to the theory of value network model.After understand the environmental background of the financial strategy,through the SWOT analysis,we know that the financial strategy implementation wing on line,the strengths,weaknesses,opportunities and threats as well as the suitability of the financial strategy and external environment.By wing on line,the problems existing in the existing financial strategy has carried on the detailed analysis,summarized the threecore issues: the financing strategy and investment strategy does not match the situation,the process of enterprise investment strategy,creditor's rights financing structure is not reasonable.Finally,based on the analysis of the problems,this paper puts forward some Suggestions for improving the financial strategy of "Yongan xing",and makes a forecast for the construction of financial strategy suitable for the future development of bicycle.