Research On Financial Strategy Of Better Life In Enterprise Strategic Transformation

At present,China's economy is in a new normal period of structural adjustment and transformation and upgrading.Retail industry,as a traditional industry,is a very important and dynamic link,so its development is very important.In recent years,the development of e-commerce industry has become more and more mature.In 2014,the scale of mobile online shopping has reached 928.5 billion yuan,an increase of 240% over the same period of last year,which has caused a great impact on the traditional retail industry.With the changing competition situation and consumption habits of the whole industry,many domestic traditional retail enterprises have begun to integrate offline and online through the construction of O2 platform and full channel operation mode.This paper chooses The Better Life as a case study,collates the financial data and specific financial plans of the company since the announcement of the strategic transformation in 2013,and tries to find out the problems of financial strategy in the transition period and puts forward corresponding suggestions.As the company has made comprehensive and comprehensive investment attempts in both traditional retail business and emerging logistics development and e-commerce,it is representative and helpful to enrich the research results of financial strategy in the transformation of traditional retail enterprises.In view of the special period in which the company is currently in,this paper chooses the enterprise value creation and sustainable growth ability in the financial strategy matrix to evaluate the implementation effect of the financial strategy.Compared with the conventional financial evaluation indicators,these two indicators can better analyze the impact of the company strategy on the future development from the Perspective of development through in-depth analysis of the value and capital status of the enterprise.According to the conclusion of this study,since the strategic transition,the direction and scale of investment,the timing and intensity of financing of The Better Life has undergone significant changes compared with the pre-strategic transformation.Especially,the company's investment strategy and financing strategy layout match the overall strategic objectives,and play a supporting role in the process of strategic transformation of the company.But at present,the company is also facing the problems of large amount of investment can not achieve expected returns,unreasonable debt structure,high risk of short-term debt repayment and high dividend payment level.On this basis,the article combines with the company's specific management situation to analyze the causes of these problems,including inaccurate decision-making of the company's investment projects,over-reliance on other payables and not strictly implemented in accordance with the existing financial planning,so as to put forward targeted improvement proposals.Generally speaking,the transformation of The Better Life is an inevitable trend to adapt to the changes in the industry.The future profitability situation and the effect of the transformation still need to be tested for a longer time.This paper hopes to provide reference for other traditional retail enterprises to formulate appropriate financial strategies in the transition period through the analysis of case enterprises.