Perspective On The Financial Crisis Of Rich Birds From The Perspective Of Investment Strategy

With the rapid development of the world economy,the competition in various fields and industries in the market is more and more incentive,in order to gain an advantage in the competition,to deal with the opportunity,not to be eliminated by the tide,enterprises want to do everything possible to keep up with the trend,expand the scope of business,increase market share,increase market share,adopt diversified investment strategy.Through the investment strategy formulated,and facilitate the sustainable and healthy development of enterprises.Investment strategy as the most basic strategy of the enterprise's strategy,its formulation,choice and implementation is seriously related to the development of enterprises.In recent years,China's traditional enterprises have developed rapidly,but at the same time,they are facing the challenge of new things,new era and the new normal of economic development.Therefore,many traditional private enterprises began to choose multi-directional development,the formulation,selection and implementation of a variety of financial strategies to adapt to,follow the changes in the market,adjust the industrial structure.Some enterprises are booming,while some enterprises have problems in the process of choosing or implementing financial strategies,which has led to financial crisis and even led to the bankruptcy of the company.As the most basic part of financial strategy,investment strategy affects the success of financial strategy,whether the enterprise will fall into financial crisis.In this regard,this paper hopes that,based on the existing academic achievements,based on the existing academic achievements,the impact of investment strategy on financial risk is analyzed in more detail,and provide sits on the decision-making activities related to investment strategy.Rich Bird company by a small shoe factory to grow and develop,listed in Hong Kong in 2013,during this period won the "shoe king" and other titles,but due to the progress and development of the times,the traditional products of rich birds can not meet the needs of consumers and the market in a timely manner,for which the rich bird developed a variety of investment strategies,including investment in the creation of new brands,investment in menswear,investment in the establishment of p2 p platform,in the company listed in a short period of a few years,rich bird has developed a dozen investment enterprises,Real estate and other fields.Therefore,the rich bird company selected in this paper also has the correlation investment non-relevance investment,wide visibility,but also the traditional famous enterprises,so very typical,worthy of in-depth discussion as a case.Through theoretical analysis,study and qualitative techniques and quantitative study methods,this paper combines related concepts,strategic selection theory,non-related diversification strategy theory,capital structure theory,technological innovation theory,and so on,from the four angles of investment strategy selection,implementation,control and consequences.In the selection of investment strategy,through the investment direction,the cash flow generated by investment activities and investment projects three levels of analysis,it is concluded that the investment direction of rich bird enterprises is too biased to non-correlation,cash flow is negative,the lack of innovation of investment projects,for the outbreak of financial crisis buried hidden dangers;Which affects the long-term development of enterprises;in the control of investment strategy,through frequent changes in relevant personnel and a large number of illegal operations,we can see that the internal control management of enterprises is very poor,audit and supervision is like a false,resulting in the subsequent development of enterprise investment strategy has not been effectively controlled,unable to find problems in a timely manner,solve problems,can not adjust the investment strategy in a timely manner;The investment strategy of the rich bird enterprise did not let the enterprise through the difficulties,but triggered the financial crisis of the enterprise.Finally,through the analysis of the problems found,we sum up the experience,according to the above-mentioned issues put forward the corresponding preventive measures,opinions and related suggestions,and hope to play a reference role for other enterprises.