Analysis Of The Financial Strategy Of YH Company Based On Enterprise Life Cycle

Due to the influence of national macro-control factors,the development of liquor industry experienced a cliff-like decline after a golden decade.After periodic adjustment in recent years,the liquor industry has gone through the stage of overcorrection caused by macro-control.Liquor consumption has gradually turned to rational consumption and entered a new stage.The steady growth of medium and low speed has become a new normal for the development of liquor industry.As one of the representatives of high-end liquor in China,YH company has been unable to improve its market share in this situation,so the most important thing for the enterprise is to carry out strategic transformation.Therefore,reasonable financial strategy plays a decisive role in the future development of enterprises.This paper is divided into six parts.The first part introduces the research background,research significance and research status at home and abroad.The second part introduces the related theories of enterprise life cycle and financial strategy.The third part analyzes the current internal and external environment of YH enterprise,and determines that the enterprise is in the early stage of maturity.The fourth part analyzes the current situation of the enterprise and the main problems existing in the financial strategy from the three aspects of financing strategy,investment strategy and profit distribution strategy,mainly is the following problems: the investment scope is too concentrated,the proportion of projects is not balanced,and seasonal and regional constraints are not broken;Single financing channel and short financing period;The dividend distribution system is not perfect,attracts the talented person too slowly.The fifth part based on the theory of enterprise life cycle,this paper puts forward the optimization scheme of enterprise financialstrategy;reduce the investment of inefficient projects,diversify investment,and strengthen the management of innovation investment;Reasonably adjust the structure of assets and liabilities of enterprises,establish the financial budget management mode with strategic orientation,and broaden the financing channels;Maintain a reasonable distribution rate of cash dividends and formulate an incentive distribution system.The sixth part puts forward conclusions and shortcomings.