在业财融合背景下,电商企业面临日益复杂的市场环境,传统财务管理模式已无法满足其发展需求。财务管理的数字化转型成为提升管理效率和决策质量的迫切要求。本研究分析企业财务融合背景下电商企业财务管理数字化转型的意义及存在的问题,提出加大数字化人才培养、推进业务与财务系统融合、加强网络安全建设和合理分配数字化资源等转型对策,希望为电商企业在数字化转型过程中提供实用指导,提升市场竞争力,促进企业可持续发展。In the context of business finance integration, e-commerce enterprises are facing an increasingly complex market environment, and traditional financial management models are no longer able to meet their development needs. The digital transformation of financial management has become an urgent requirement for improving management efficiency and decision-making quality. This study analyzes the significance and existing problems of digital transformation of financial management in e-commerce enterprises under the background of business finance integration. It proposes transformation measures, such as increasing digital talent training, promoting the integration of business and financial systems, strengthening network security construction, and rational allocation of digital resources. It is hoped that these measures can provide practical guidance for e-commerce enterprises in the process of digital transformation, enhance market competitiveness, and promote sustainable development.
随着人民健康意识的提升和运动文化的普及,消费者对健身和户外的重视程度日益增加,推动运动服装市场的增长。随着市场规模的扩大,运动服装行业势必将迎来更加激烈的竞争格局,国内品牌将不断加大市场投入和品牌推广力度,占据更多的市场份额。本文首先概述了运动服装行业的发展现状,然后探讨了学界关于运动服装市场营销策略的热点话题,接着基于波特五力模型对运动服装行业的竞争态势展开详细分析,给出一些现阶段运动服装行业的竞争策略,例如通过微盟智慧零售联动公私域流量来打通线上线下、结合国潮文化来破圈营销、拓展全域消费者等策略来提高业绩,以应对运动服装行业未来的发展和变革。With the improvement of people’s health awareness and the popularization of sports culture, consumers are paying more and more attention to fitness and outdoors, driving the growth of the sportswear market. With the expansion of the market scale, the sportswear industry is bound to usher in a more fierce competition pattern, and domestic brands will continue to increase market investment and brand promotion efforts to occupy more market share. This paper first summarizes the development status of the sportswear industry, then discusses the hot topics on sportswear marketing strategies in the academic circles, and then makes a detailed analysis of the competitive situation of the sportswear industry based on Porter’s Five Forces Model, and gives some competitive strategies for the sportswear industry at this stage, such as connecting online and offline through Weimob smart retail to connect public and private domain traffic, combining national tide culture to break the circle of marketing, and expanding global consumers to improve performance, so as to cope with the future development and transformation of the sportswear industry.
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