本文選題：蘇寧云商 + O2O轉(zhuǎn)型　； 參考：《沈陽工業(yè)大學(xué)》2017年碩士論文

【摘要】：電子商務(wù)已是大勢(shì)所趨,跟隨其發(fā)展,傳統(tǒng)零售業(yè)的門店實(shí)體經(jīng)營受到了前所未有的沖擊,很多傳統(tǒng)零售企業(yè)意識(shí)到要想生存,必須進(jìn)行全面轉(zhuǎn)型。傳統(tǒng)零售業(yè)既想保持原有的實(shí)體優(yōu)勢(shì)又要適應(yīng)時(shí)代潮流,O2O轉(zhuǎn)型成為了他們的首選,而在企業(yè)進(jìn)行O2O轉(zhuǎn)型的同時(shí),其財(cái)務(wù)風(fēng)險(xiǎn)是客觀存在和無法避免的,所以采取適當(dāng)?shù)呢?cái)務(wù)風(fēng)險(xiǎn)防范措施和控制措施是其轉(zhuǎn)型成功的重要保障,同時(shí)也是企業(yè)生存和發(fā)展的重要基石。隨著電商的飛速發(fā)展和零售市場的亂象橫生,其O2O轉(zhuǎn)型將會(huì)面臨財(cái)務(wù)風(fēng)險(xiǎn)的更大挑戰(zhàn)。本論文以蘇寧云商的O2O轉(zhuǎn)型為研究實(shí)例,從研究財(cái)務(wù)風(fēng)險(xiǎn)基本理論開始著手,總結(jié)了常規(guī)企業(yè)會(huì)出現(xiàn)的一些財(cái)務(wù)風(fēng)險(xiǎn)種類,然后對(duì)蘇寧云商O2O轉(zhuǎn)型的具體過程和財(cái)務(wù)數(shù)據(jù)進(jìn)行總結(jié)分析,并且與之理論相結(jié)合,進(jìn)而識(shí)別蘇寧云商O2O轉(zhuǎn)型過程之中的財(cái)務(wù)風(fēng)險(xiǎn)。將蘇寧云商O2O轉(zhuǎn)型時(shí)的財(cái)務(wù)風(fēng)險(xiǎn)確定為籌資風(fēng)險(xiǎn)、投資風(fēng)險(xiǎn)、營運(yùn)風(fēng)險(xiǎn)。并且針對(duì)三類指標(biāo)結(jié)合企業(yè)現(xiàn)狀對(duì)引起財(cái)務(wù)風(fēng)險(xiǎn)的原因進(jìn)行分析。面對(duì)指標(biāo)評(píng)價(jià)的局限性,論文通過專家打分確定指標(biāo)權(quán)重,并通過層次分析法和功效系數(shù)法的有機(jī)結(jié)合綜合評(píng)價(jià)其財(cái)務(wù)風(fēng)險(xiǎn),得出蘇寧云商O2O轉(zhuǎn)型過程中的財(cái)務(wù)風(fēng)險(xiǎn)級(jí)別為中警。蘇寧云商O2O轉(zhuǎn)型出現(xiàn)財(cái)務(wù)風(fēng)險(xiǎn)的主要原因集中在,企業(yè)轉(zhuǎn)型時(shí)大量資金的投入惡化了其財(cái)務(wù)狀況,并且沒有取得預(yù)期的盈利目標(biāo),與此同時(shí)企業(yè)的預(yù)期發(fā)展能力也引人擔(dān)憂。在論文的最后部分,基于籌資、投資、營運(yùn)三個(gè)角度,提出了具體加強(qiáng)財(cái)務(wù)風(fēng)險(xiǎn)防范的控制措施。并且針對(duì)公司面臨財(cái)務(wù)風(fēng)險(xiǎn)的緊急狀況,提出了所需要的應(yīng)急的措施。
[Abstract]:E-commerce has been the trend of the times, following its development, the physical management of traditional retail stores has been unprecedented impact, many traditional retail enterprises realize that in order to survive, we must carry out a comprehensive transformation. The traditional retailing industry not only wants to maintain the original physical advantage but also needs to adapt to the trend of the times and the O2O transformation has become their first choice. While the enterprises are carrying out the O2O transformation, the financial risks are objectively existing and unavoidable. Therefore, to take appropriate financial risk prevention measures and control measures is an important guarantee for the success of its transformation, but also an important cornerstone for the survival and development of enterprises. With the rapid development of e-commerce and the chaos of retail market, its O _ 2O transition will face a greater challenge of financial risk. Taking the O2O transformation of Su Ning cloud quotient as an example, this paper begins with the basic theory of financial risk, and summarizes some kinds of financial risks that will appear in conventional enterprises. Then the specific process and financial data of Su Ning cloud quotient O2O transformation are summarized and analyzed and combined with the theory to identify the financial risks in the process of Su Ning cloud quotient O2O transformation. The financial risk of Su Ning cloud business O _ 2O transformation is defined as financing risk, investment risk and operating risk. And according to the three kinds of indicators combined with the current situation of enterprises to analyze the causes of financial risk. In the face of the limitation of index evaluation, the paper determines the index weight by experts, and evaluates its financial risk synthetically through the organic combination of analytic hierarchy process (AHP) and efficiency coefficient method. It is concluded that the financial risk level in the process of Su Ning cloud business O 2 O 2 O 2 O 2 O 2 O 2 O transformation is middle police. The main reason for the financial risk of Su Ning cloud business O _ 2O transformation is that the investment of a large amount of capital in the process of enterprise transformation has worsened its financial situation and failed to achieve the expected profit target. At the same time, the expected development ability of the enterprise is also worrying. In the last part of the paper, based on the three angles of financing, investment and operation, the control measures to strengthen the prevention of financial risk are put forward. And in view of the emergency situation of the company facing financial risk, the necessary emergency measures are put forward.
【學(xué)位授予單位】：沈陽工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F715.5

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