Research On The Performance Of Working Capital Management In Gome Under The O2O Model

Working capital management is the key part of enterprise financial management practice,which directly affects the daily operation and development prospects of the whole enterprise.Working capital management from the shallow exploration in the 1970 s,to the systematic research in the 1980 s,and then to the combination of theory and practice in the 1990 s,with the deepening of the management concept,working capital management has gradually realized a qualitative change.Now working capital management is no longer limited to efficiency-oriented management activities,only a single element of management activities,but based on the supply chain,value chain perspective focus on business models,channel management and stakeholder management and other multi-perspective of the overall enhanced management.Due to the rapid development of "Internet" economy and fierce competition within the industry,most traditional retail enterprises are facing great pressure of O2 O mode transformation.GOME,as the first leading enterprise to carry out the transformation of O2 O mode,with the help of advanced Internet technology and multi-channel scale advantage,has evolved from the initial offline entity sales to the current Internet retail mode,leading the traditional retail enterprises to seek better development of the transformation trend.Therefore,this paper takes GOME,which is exploring the transformation of O2 O mode,as a case study object,and systematically analyzes the influence mechanism of traditional retail enterprise O2 O mode transformation on working capital.Based on the analysis of the internal structure and elements of the working capital of GOME in 2012-2018,the paper analyzes the working capital managementsituation in the last seven years by selecting specific financial indexes and constructing a three-dimensional framework performance evaluation system around the three dimensions of profitability,liquidity and risk.It is found that there are some deficiencies in the working capital management of GOME in the transformation,and the corresponding feasibility optimization suggestions are given from the aspects of optimizing supply chain management mechanism,strengthening informationization and logistics construction,which will also have great practical significance for the future continuous operation and development prospects of GOME.