摘 要发展电子商务一直是热点话题，大力推进电子商务发展有利于培育经济增长点、推动发展方式转型、提升企业国际竞争力。当前，电子商务企业面临多重问题，尤其是面临着严峻的融资困境。当前，我国电子商务企业由于人工成本、广告成本等水涨船高，市场竞争日趋加剧，使得电子商务企业的利润空间急剧缩小，甚至亏损运营，企业资金日益紧张，大量企业裁员、倒闭。当前，只有缓解融资困难，才能推动电子商务企业健康发展，帮助其摆脱发展困境。本文以苏宁云商集团为研究对象，从财务杠杆角度入手研究，通过对企业所处行业，竞争能力以及可持续发展能力进行分析与评价，同时结合企业自身内部控制系统，管理者与股东的代理问题以及经营情况综合分析。最为主要的是研究苏宁云商的融资策略方面问题，从融资策略以及资金使用两块切入，分析苏宁云商主要融资手段，并针对其中出现的问题，提出建议。通过数据分析企业可能存在的财务杠杆问题以及将会带来的财务风险。并针对存在的主要问题，提出相应的建议与措施。本文针对苏宁云商提出以下建议选择符合自身发展的融资模式；加强内部财会管理；创新丰富商业模式；完善信用和资源配置；增强企业创新力和竞争力。以期苏宁云商能够采纳该建议，并融入到实践中，完善自身的融资策略，从而获得资金注入。
目 录
摘要 I
ABSTRACT II
第一章 绪论 1
1.1选题背景与意义 1
1.2研究内容 1
1.3研究方法 1
第二章 电商企业融资概述 3
2.1电商企业融资方式 3
2.2电商企业融资策略分析 4
第三章 苏宁云商的融资策略分析 6
3.1苏宁云商的概况 6
3.2苏宁云商的融资情况 6
3.3苏宁云商的主要融资策略分析 9
第四章 苏宁云商融资策略改进方法 10
4.1选择符合自身发展的融资模式 10
4.2加强内部财会管理 11
4.3创新丰富商业模式 11
4.4完善信用和资源配置 12
4.5增强企业创新力和竞争力 12
结束语 13
致谢 14
参考文献 15< *景先生毕设|www.jxszl.com +Q: #351916072# 
br /> ABSTRACT
The development of ecommerce has always been a hot topic, and vigorously promoting the development of ecommerce is conducive to fostering economic growth, promoting the transformation of the mode of development, and enhancing the international competitiveness of enterprises. At present, ecommerce enterprises are faced with many problems, especially in the face of severe financing difficulties. At present, Chinas ecommerce enterprises because of labor costs, advertising costs rise, the increasingly intensified competition in the market, make the electronic commerce enterprises profit space narrowed sharply, or even a loss of enterprise capital operation, increasingly tense, a large number of enterprises, the collapse of layoffs. At present, only ease the financing difficulties, can promote the healthy development of ecommerce enterprises, and help them get out of the predicament of development.
This paper takes suning.com group as the object of study and studies it from the angle of financial leverage. Through the analysis and evaluation of the industry, competition ability and sustainable development ability of the enterprise. At the same time, combined with the enterprises own internal control system, managers and shareholders of the agency problems and management of a comprehensive analysis. The most important is the study of the financing strategy of suning.com, and the use of funds from the financing strategy of two pieces of cut, analysis of the main means of financing of suning.com, and in view of the problems, suggestions. Through data analysis of possible financial leverage problems and financial risks. In view of the main problems, some suggestions and measures are put forward.
This paper put forward the following suggestions: suning.com choice in line with their own development financing mode; strengthen the internal financial management innovation; rich business model; improve the credit and resource allocation; enhance innovation capacity and competitiveness of. In the hope that suning.com can adopt the proposal and integrate it into practice, and improve its financing strategy, so as to obtain capital injection.

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