Analysis Of Financing Strategies Of Traditional Retail Enterprises In The Period Of Oxygen Dioxide Transition

The traditional retail industry has always been the pillar industry of the real economy and plays a vital role in the development of the national economy.As the national economy is in the downward phase,along with the vigorous development of e-commerce and Internet economy,the traditional retail industry is almost in an impasse.In order to seek a greater space for survival and development,traditional retail industry has been "touching the net" transformation.In the introduction part,this paper introduces the basic concepts of O2 O,the advantages of O2 O model and the theoretical basis related to financing strategies.In Chapter 2,the development dilemma and direction of traditional retail industry are analyzed,and the financing characteristics of traditional retail industry are introduced in detail.Then it introduces the reform process of Suning's O2 O mode with Suning as the case background,and analyses the characteristics of three financing modes of Suning's directional additional issuance,quasifinancial financing and bond issuance,as well as the ways of using Suning's funds.In the fourth chapter of the article,the long-term and short-term solvency,cash flow ability and development ability of Suning in the process of transformation financing are emphatically analyzed.This paper analyses whether the financial indicators of Suning have been greatly improved before and after the transformation,and whether the overall competitiveness has been greatly improved after the transformation.Finally,on the basis of summing up the financing characteristics of Suning,the disadvantages of financing strategies in the transitional period are summarized and suggestions for improvement are put forward.