Research On Investment Strategy Optimization Of Y Company Under The New Retail Mode

In recent years,due to the intensifying competition in the retail industry and the upgrading of consumer consumption,the development of traditional retail enterprises based on offline physical stores has become more difficult.In addition,the impact of the novel coronavirus epidemic has made these enterprises face practical challenges such as closing down and closing stores.In order to find a way out and seek development,traditional retail enterprises have embarked on the new retail road of deep integration of online,offline and logistics,in order to improve the market share of enterprises and improve the operation efficiency of enterprises so as to get rid of the current difficulties.Investment strategy as an important functional strategy of enterprises,its implementation effect to a large extent affects the future development potential of enterprises,determines the future development prospects of enterprises.Therefore,for traditional retail enterprises that will or are undergoing the transformation of new retail mode,reasonable allocation of corporate resources and formulation of investment strategies that meet the needs of their own development can ensure the good development of enterprises in the period of new retail transformation.Based on this,this paper selects Company Y,a representative enterprise in the traditional retail industry,analyzes and evaluates its investment strategy under the transformation of new retail mode,points out the problems existing in its current investment strategy,and finally puts forward specific optimization suggestions,hoping to bring positive significance to the future development of Company Y’s new retail mode.This article first elaborates on the concepts and theoretical foundations of new retail models,investment strategies,and other related concepts based on a review of relevant literature both domestically and internationally;Secondly,this article selects Y Company as the research object,focusing on analyzing the new retail model of Y Company from the three aspects of "people,goods,and market",and comparing it with its traditional retail model to extract the new retail characteristics of Y Company;Simultaneously,research the investment strategy of Y Company under the transformation of the new retail model from three aspects:investment direction,investment scale,and specific investment content;Once again,by building an EVA model and analyzing and evaluating the implementation effect of Y Company’s investment strategy under the new retail model from the perspective of enterprise value,it is found that Y Company’s investment strategy in the process of new retail transformation has problems such as poor investment and operation effectiveness in offline stores;Finally,the application of SWOT analysis method is used to analyze the current environment of Company Y,adjust the investment strategy direction of Company Y based on the existing problems,and formulate specific optimization suggestions.At the same time,an EVA prediction model is built to predict and evaluate the implementation effect of the optimization suggestions proposed in this article,and verify the effectiveness of the optimization suggestions proposed in this article.This article adopts a problem-oriented discussion method,from evaluating the implementation effect of Y company’s investment strategy,analyzing the problems currently existing in Y company’s investment strategy,and then proposing solutions to solve the problems.It promotes Y company’s investment strategy layer by layer,proposes reasonable optimization suggestions,and uses scientific methods to test the feasibility of the proposed optimization suggestions.This article can enrich the theory and practical methods of enterprise investment strategy,and provide feasible suggestions for enterprises that are about to or have already undergone the transformation of new retail models in terms of investment strategy.