Research On Financial Strategy Analysis Of Traditional Pharmaceutical Enterprises Under O2O Transformation

The birth of the "Internet +" model has changed people’s consumption habits and has also promoted a new round of consumer demand.While it has brought opportunities to emerging industries,it has also caused numerous obstacles to the development of the traditional pharmaceutical industry.Under the impact of the new crown pneumonia epidemic,more and more offline consumers have begun to generate online consumption needs,such as enjoying online consultation,online drug purchase,and home delivery services on various medical and health apps.The traditional medical consumption model has a huge impact on traditional pharmaceutical companies,and the sustainable development of traditional pharmaceutical companies is facing severe challenges.The advent of the Internet era has triggered the awakening of the traditional pharmaceutical industry: only by making full use of Internet technology can it be conducive to the long-term development of enterprises,and the transformation and upgrading of the Internet is imperative.Since 2015,the state has continuously issued relevant policy documents to encourage and guide the "Internet + medical" trend,and the O2 O model and the "online-offline" new form of consumption have also been included in government work reports many times.The O2 O model can directly connect offline medical institutions and online pharmaceutical e-commerce platforms,integrate medical services and drug purchase services,and bring new medical consumption needs to the traditional pharmaceutical industry.In recent years,O2 O has become a traditional pharmaceutical enterprise transformation and upgrading Footboard.As one of the typical traditional pharmaceutical companies in the transformation army,Renhe Pharmacy Co.has completed the transformation and upgrading of the enterprise by constructing an O2 O operation model.Its financial strategy under the O2 O transformation is worthy of our in-depth discussion.Analyze and evaluate Renhe Pharmacy Co.’s financial strategy.On the one hand,it can study the individualized role of financial strategy in the case company.On the other hand,it can help others in the rationality of financial strategy formulation and the effectiveness of its implementation.Traditional pharmaceutical companies seeking O2 O transformation provide enlightenment and suggestions.This article takes Renhe Pharmacy Co.as a case and analyzes it from seven parts.The first part and the second part are the introduction and literature review.The third part is theoretical concepts,mainly to clarify the concept and characteristics of O2 O model,the concept and content of financial strategy,and the theory of financial strategy matrix.The fourth part is the analysis of the development status of Renhe Pharmacy Co.under the O2 O transformation.It analyzes the current development status of the traditional pharmaceutical industry,explains the O2 O transformation situation of Renhe Pharmacy Co.and analyzes the internal and external environment during the transformation of Renhe Pharmacy Co.The fifth part is the analysis of the financial strategy of Renhe Pharmacy Co.’s in the O2 O transformation.It analyzes the development and implementation of the financial strategy of Renhe Pharmacy Co.’s from four strategies.The sixth part is the evaluation of the financial strategy of Renhe Pharmacy Co.’s under the O2 O transformation.First,establish the evaluation framework of the financial strategy.Secondly,the financial performance of Renhe Pharmacy Co.’s is evaluated from the three aspects of profitability,operation and debt repayment.Finally,Combine financial performance and financial strategy matrix model to evaluate the overall effect of financial strategy.The seventh part is the conclusion and enlightenment.Through the research of this paper,it is concluded that the overall performance of the financial strategy implementation effect of Renhe Pharmacy Co.during the O2 O transformation period is good,but there is still room for improvement.If the company optimizes the debt structure and expands R&D investment,it can further consolidate the transformation results.