企业生命周期视角下生鲜电商多元业态经营模式比较与财务策略分析

Comparison of Business Models of Fresh Food E-Commerce Diversified Business Models and Analysis of Financial Strategies from the Perspective of Enterprise Life Cycle

摘要: 中国居民收入的提高和消费方式的明显转变助推了生鲜电商企业的发展，后疫情时代非接触经济型、有完善发展模式的企业日益壮大的同时也有不少传统企业被兼并重组，甚至破产，企业的生存与发展与企业每一阶段所选择的财务战略息息相关。每一个企业的发展历程都必须经历多个生命周期，如何正确的在相应时期选择合适的战略是企业必须思考的问题。本文依据生命周期理论，利用处于不同发展阶段生鲜电商企业的年报数据，对其经营状况和所运用的财务战略进行分析，针对企业存在的问题提出合理的解决建议，希望对财务状况相似的生鲜电商企业在财务战略选择上有所助益。

Abstract: The improvement of Chinese residents’ income and consumption patterns of apparent change helped fresh electric business enterprise’s development, the non-contact outbreak era economy, perfect the development mode of enterprise’s growing at the same time, there are a lot of tradition-al enterprise merger and reorganization, or even bankruptcy, the survival and development of the enterprise and financial strategy choice for each phase of the enterprise. Every enterprise’s development process must go through multiple life cycles, how to correctly choose the appropriate strategy in the corresponding period is the enterprise must think about the problem. Based on life cycle theory, the use of different development stage fresh electric business enterprise’s annual re-port data, the operating and financial strategy used by analysis, aimed at the solution of the problems existing in the enterprise put forward reasonable suggestions, hope to the financial situation similar to that of fresh electricity enterprise help on financial and strategic choice.