A Case Study Of Financial Management Tactics In Youku Tudou Inc.

Because of the virtual assets of internet enterprise and the difficulty for measurement of user's value,the financial management basis is different between the internet enterprise and traditional enterprise.Considering the condition of iterative network competition,the financial behavior of internet enterprise is more appropriate being regarded as Financial management tactics instead of Financial Strategy.The research on network flow asset based financial management tactics is an important subject to ascertain financial management rules of internet enterprise.This thesis selects Youku Tudou inc.the leading company in video websites as study target,puts forward one more specific formula for quantitative asset valuation of internet enterprise users based on the study and analysis to typical internet business model and the research results of both domestic and international,analyzes the key factors influencing financial management tactics,reviews the successful financing expansion strategy of long term lossmaking enterprise.The case study reveals the reason that Youku Tudou inc.keeps growing of its market value of shares with poor managerial performance is the value guiding Financial management tactics has been adopted.Youku Tudou inc.'s practice provides the feasible choice for internet enterprise financial management tactics: measuring user value from the angle of the intangible asset;letting users participate in value creation;putting user value into the internet enterprise financial category;building industrial ecology,designing profitable ecology chain for the partners,implementing ecological strategy of platform type of organization;maintaining original source of cash flow and creating new cash flow channels,attracting investment on the value basis,creating new value based on investment,achieving the financing expansion brought by value guiding Financial management tactics.