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1、AbstractRESEARCHONSUNINGCOMMERCEFINANCIALSTRATEGYBASEDONENTERPRISELIFECYCLEABSTRACTTheconstitutionandcompositionofChina’sretailindustryundergoesconstantchangestoadapttoitseconomicstructurechanges.Theonlineretailerscompetewiththeentityretailingenterprisesandareexcellinginthemarketshare.
2、Asaresult,moreretailingenterprisesaresteppingintothefieldofelectronicmarketingtoexplorebusinessdevelopmenttransformation.Thispaperanalyzesthefinancialstrategyofarepresentativeandleadingenterprise–SuningCommerceGroupCompany,whichofferstheoryandpracticesignificanceinthismarketsetting.Int
3、hispaper,theauthoranalyzedfinancialstrategyproblemsofSuningfromtheperspectiveofenterpriselifecycle.Startedwiththeintroductionofliteraturereviewofthisresearch,itreviewsthedomesticandinternationalresearchoutcometowardsfinancialstrategyandlifecycletheory.Thereviewsummeryhasbeengiven.Based
4、onthetheoreticalknowledge,thispapertakesSuningCommerceGroupascasestudyexample.Thispapersynthesizestwodivisionmethodoflifecycletheory,thestudyfoundthatthelifecyclecanbedividedintotwophases:thegrowingphaseandthematurephase.TheanalysisofenvironmentandtheoverallstrategyofSuningCommerceGrou
5、psuggestedthatSuningCommerceGrouptakesdilatedfinancialstrategyinthetwoperiods.Thedifferenceisittakesthesteadyfinancialdilatedstrategyingrowingphase,buttakesrapiddilatedfinancialstrategyinthematurephase.Finally,thepaperputsforwardsuggestionsforSuningCommerceGroup’sfinancialstrategyinthe
6、strategictransformationprocess.KeyWords:SuningCommerceGroup；Corporatelifecycle;FinancialstrategyII目錄目錄第一章緒論............................................................11.1研究背景與研究意義.............................................11.2研究綜述.....................................................
7、..21.2.1國外研究回顧..............................................21.2.2國內(nèi)研究回顧..............................................31.2.3文獻總結(jié)..................................................51.3研究的思路和方法...............................................71.3.1研究思路.....................................
