财务视角下苏宁云商的并购问题研究

发布时间：2018-01-02 13:39

本文关键词：财务视角下苏宁云商的并购问题研究　出处：《辽宁大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,随着人们日常生活方式的巨大转变,互联网经济的迅速崛起,许多企业都将目光投向了线上市场,希望能够在线上收获更多的利润,纷纷用心经营线上业务。由于苏宁以前聚焦在线下的电器行业,无疑使得苏宁自我束缚,经营范围受到很大限制,在当下的经营环境中陷入了困境。面对如此形势,苏宁云商公司开始战略转型,并购了多家企业,包括并购外国企业,开启海外扩张;并购母婴电商平台,与自身的业务融合以节约时间成本;并购视频媒体,打造视频购物模式及增加搜索流量;并购团购网站,开拓新的销售渠道以及丰富销售品类。这些战略性转型可以为苏宁云商开拓出新的市场,抢占市场份额,获得利润。但同时,其背后潜在的财务压力与危机不可忽视,如果一直转型而忽视公司本身的财务状况,很可能导致企业资金链紧张,业务开展遭遇巨大阻力,战略无法继续有效实施,使企业陷入财务困境。文章对于苏宁云商集团股份有限公司几项并购案中应注意的财务方面存在的潜在问题进行分析,并提出了建设性建议。文章主要分为七部分:第一部分为绪论,主要介绍了本文的研究背景。第二部分为相关的理论介绍。第三部分为苏宁并购概况,分别介绍了苏宁近几年的四项并购案。第四部分对苏宁云商公司的财务状况进行了详细分析。第五部分为并购给公司带来的财务问题,说明由于并购产生的潜在财务威胁。第六部分为财务存在问题的解决措施,有效缓解企业财务压力。第七部分为结束语。
[Abstract]:In recent years, with the great change of people's daily life style and the rapid rise of Internet economy, many enterprises have turned their eyes to the online market, hoping to gain more profits online. As SUNING focused on the line of electrical industry, no doubt SUNING self-restraint, business scope is greatly restricted. In the current business environment fell into a dilemma. In the face of such a situation, SUNING Yunshang Company began to strategic transformation, M & A of many enterprises, including mergers and acquisitions of foreign enterprises, to open up overseas expansion; Merger and acquisition of mother-to-child e-commerce platform, with their own business integration to save time costs; Merger and acquisition of video media, create video shopping mode and increase the search flow; M & A group purchase website, open up new sales channels and enrich sales categories. These strategic transformation can open up a new market for SUNING Yunshang, seize market share, gain profits, but at the same time. The potential financial pressure and crisis can not be ignored. If the financial situation of the company has been transformed and ignored, it is likely to lead to tight financial chain and great resistance to business development. The strategy can not be carried out effectively, which makes the enterprise fall into financial distress. This paper analyzes the potential financial problems in several mergers and acquisitions of SUNING Yunshang Group Co., Ltd. And put forward constructive suggestions. The article is divided into seven parts: the first part is the introduction, mainly introduces the research background of this paper. The second part is the related theoretical introduction. The third part is the general situation of SUNING M & A. Respectively introduced SUNING in recent years four mergers. 4th part of the SUNING cloud business company's financial situation was analyzed in detail. 5th part for the merger of the financial problems brought to the company. It shows that the potential financial threat caused by M & A. 6th is the solution to the financial problems and effectively alleviates the financial pressure of enterprises. 7th is the conclusion.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F271

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