Research On The Analysis And Improvement Of Financial Strategy Of Jiuzhoutong Under O2O Business Model

With the rise of "Internet +",more and more traditional enterprises begin to choose O2 O,a new business model,as their future development direction.As a new business model connecting online and offline,O2 O combines the Internet with offline physical stores,shortening the distance between consumers and businesses.Financial strategy plays an important role in the business process of enterprises.It is not only the premise for enterprises to make profits,but also the key to achieve sustainable development.Therefore,when enterprises decide to adopt O2 O business model,it is very important whether the financial strategy can support the development of O2 O business model.Only when the financial strategy meets the development requirements of the O2 O business model and is implemented properly can the O2 O business model be stable and far-reaching.Therefore,it is of great theoretical and practical significance to study the financial strategy under the O2 O business model.The article takes Jiuzhoutong Pharmaceutical Group as the research object and adopts the method of case study.Firstly,it analyzes the financial strategy under the O2 O business model of Jiuzhoutong and finds that in order to meet the development requirements of the O2 O business model,Jiuzhoutong has made a series of relevant investments in offline stores,logistics system,online platform and system research and development,showing the characteristics of expansion investment strategy.At the same time,in order to cooperate with the implementation of its investment strategy,Jiuzhoutong has adopted a matching financing strategy in terms of term and amount to raise funds through various channels to meet the needs of project investment.Then positioning the financial strategy matrix of Jiuzhoutong,it is found that after the implementation of the O2 O business model,the value creation ability of Jiuzhoutong first drops briefly,and then starts to rise and surpass the previous level after the O2 O investment project comes into play;The degree of lack of funds also increased first and then eased.However,after the implementation of O2 O business model,it has always been in a situation of lack of funds.Next,combined with the positioning of the financial strategy matrix,it is concluded that the current financial strategy of Jiuzhoutong has insufficient potential for sales growth and low overall gross profit margin;The debt structure is unreasonable,the short-term debt repayment pressure is high,the working capital is seriously occupied,and the inventory management level needs to be improved.Finally,in view of the problems existing in the current financial strategy,from the perspective of increasing the source of funds,this paper proposes to shrink the low value-added business and expand the scope of O2 O business;It is suggested to broaden financing channels,strengthen liquidity risk management,improve the efficiency of working capital management and accelerate capital turnover.Through the research,the article comes to the following conclusions: First,the financial strategy should match the overall requirements of O2 O business model development.Second,the business model drives the investment strategy from the three dimensions of value creation,profit driving and resource allocation to maximize the enterprise value;The investment strategy drives the fund-raising strategy,raising funds to meet the needs of project investment by matching the period and amount.Third,the development process of O2 O project is also the process of Jiuzhoutong value chain optimization.Fourth,according to the positioning of the financial strategy matrix,Jiuzhoutong has been in a state of lack of funds since the implementation of the O2 O business model.Based on this,it analyzes the existing problems in the current financial strategy and gives corresponding suggestions for improvement.The article studies the O2 O business model from the perspective of financial strategy,which is innovative to some extent.The limitation of the article is that the case study can not take into account the actual situation of various industries,and because some internal data are difficult to obtain,it also affects the accuracy and reliability of the conclusion.