Performance Research On O2O Transformation Of Tianhong Stock Company

With the development of the Internet,e-commerce has emerged and developed rapidly,and the traditional retail industry has been hit.Therefore,it is particularly important for retail enterprises to find a suitable business model.This article selects the benchmark case company Rainbow in the retail enterprises as the research target,analyzes the financial performance of the company before and after the transformation of the O2 O model under this background,analyze the financial performance before and after the transformation of Rainbow's O2 O model,explore its transformation effect,and put forward relevant suggestions for the problems found.First of all,this article combs the O2 O model and related literature of enterprise performance,explains the meaning and characteristics of O2 O model and related concepts of enterprise performance,performance evaluation methods and the theoretical basis of the impact of O2 O model transformation on enterprise performance,from a macro and micro perspective Analysed the reasons for the transformation of Rainbow's shares.Among them,PEST analysis method was used for macro analysis,and market expansion and resource integration were analyzed microscopically.Immediately afterwards,the company's transformation process was briefly explained,using financial index analysis and principal component analysis to comprehensively and evaluate its effect before and after transforming O2 O model.In the performance evaluation process,the analysis of financial indicators mainly analyzes and evaluates the changes in the performance of Rainbow's performance from the four dimensions of profitability,operation,debt servicing and growth ability.The principal component analysis mainly uses the idea of dimension reduction and the use of SPSS20.0 software,Processing the original data,scoring the performance ofRainbow's O2 O model transformation,and then obtaining a comprehensive evaluation result.Through research,it was found that after the transformation of O2 O model,Rainbow's transformation effect did not appear in the short term,and its impact on performance has a certain lag.This is a process that any transformation company must go through.After 2017,the effect gradually appeared.Therefore,this article judges that the rainbow O2 O model transformation is successful,and the rainbow rainbow O2 O model transformation defines a correct development direction for enterprise development.