Research On The Choice Of Financial Strategy Under The Background Of Value Chain Optimization

Retail is an important basis for the circulation of goods,an important carrier for guiding production and expanding consumption,and an important channel for prospering the market and ensuring employment.At the beginning of the 21 st century,the emergence of e-commerce has brought a very heavy blow to the traditional retail industry.As e-commerce has developed to this day,its growth rate has gradually slowed down,and traditional physical retail and e-commerce have entered a bottleneck of development.The retail industry is facing a transformation and upgrading situation,new retail has emerged,and the country and many retail companies have responded positively to new retail.The competition of today's enterprises has expanded from individual enterprises to the competition between the value chains of enterprises.Value chain analysis has become an important means for enterprises to tap competitive advantage and improve competitiveness.As an important part of realizing the overall strategy of the enterprise,financial strategy affects the realization of the overall strategy of the enterprise.Therefore,this paper selects the research perspective as the research of financial strategy selection based on the value chain optimization background,and analyzes the optimization of each link of the retail enterprise value chain by analyzing the new retail,and points out the adjustment of the existing financial strategy of the enterprise.In this paper,using the method of combining theoretical research and case study,combined with the background of retail industry transformation and upgrading,on the value chain theory and the theory of financial strategy on the basis of combing with the review,in China's retail industry leading enterprises-Su Ningyi purchase as case study object,analyzed the suning implement new retail on the optimization of the value chain and the impact on the financial strategy,on the basis of further analysis of suning what's wrong with the existing financial strategy and try some improvements are given.According to the industry position of suning,its choice of financial strategy in the new retail industry is a good reference for other enterprises in need of innovation,which has certain representativeness and research significance.To be specific,this paper firstly analyzes the value chain of the retail industry,and concludes that the new retail industry has optimized its five parts of the value chain,including procurement,logistics,store operation,service and information technology,and analyzed the specific performance of the five links in the value chain of suning enterprise.On the basis of the analysis of value chain and its optimization,the paper fifth chapter analyzes su ning 2009-2018 financial strategy,and points out its existing financial strategy and new retail don't match,and some improvements in the sixth chapter gives the thesis,make su ning in the process of the development of new retail has more suitable financial strategy as a guarantee.The final conclusion of this paper is: under the background of the new retail industry value chain optimization,the retail industry to further development,it is necessary to choose long-term financing strategy,expansion of investment strategy,steady and reasonable working capital strategy and appropriate expansion of dividend distribution strategy.