基于哈佛框架对苏宁云商的财务分析

发布时间：2018-11-25 10:06

【摘要】：零售电子商务行业是传统零售业在互联网时代的创新产物。随着互联网技术和信息通讯技术的普及,人们的购物习惯和方式发生重大改变,电子商务企业应运而生,各种电商平台层出不穷。传统的零售行业在互联网的冲击下,市场规模变得狭小。传统的零售业巨头为求得在新时代的发展纷纷向线上转型,零售电子商务行业空前繁荣。苏宁云商集团股份有限公司是传统零售企业向电子商务企业转型的先行者,经历数年的转型变革,逐渐形成了相对比较完整的线下线上相融合的零售电子商务模式,对该行业具有一定的代表性。同时,苏宁云商是A股上市企业,财务数据健全,信息透明,因此本文选择苏宁云商作为研究对象。财务报告分析是通过企业财务报告数据研究企业财务战略,从数据角度解读企业经营情况和行业地位的一种方式。以财务分析的方式对电子商务企业的代表性企业进行研究可以得出对该行业的一些启示和判断。哈佛分析框架是哈佛大学的三位教授提出的综合性的财务分析方法,它将对企业的财务战略研究分为四个部分:战略分析、会计分析、财务分析和前景分析。这四个部分将财务指标和非财务指标、表内因素和表外因素相结合,综合地考量目标企业的财务战略和发展前景。此文按照哈佛分析框架展开结构,以苏宁云商为研究对象,分析其2010年度至2014年度的财务报告,得出对零售电子商务代表性企业的财务战略和发展前景情况。
[Abstract]:Retail e-commerce is the innovation product of traditional retailing in the internet age. With the popularity of Internet technology and information and communication technology, people's shopping habits and ways have changed significantly. E-commerce enterprises have emerged as the times require, and various e-commerce platforms have emerged one after another. Traditional retail industry in the impact of the Internet, the size of the market has become narrow. In order to achieve the development in the new era, the traditional retailing giants have transformed to the line one after another, and the retail e-commerce industry has never been more prosperous. Su Ning Yunshang Group Co., Ltd. is the forerunner of the transition from traditional retail enterprises to e-commerce enterprises. After several years of transformation, it has gradually formed a relatively complete retail e-commerce model that integrates online and offline. It is representative of the industry. At the same time, Su Ning is a A-share listed company with sound financial data and transparent information. The analysis of financial report is a way to study the enterprise's financial strategy through the data of the enterprise's financial report, and to interpret the enterprise's management situation and the position of the industry from the point of view of the data. The research on the representative enterprises of e-commerce enterprises by means of financial analysis can draw some enlightenment and judgement to this industry. Harvard Analysis Framework is a comprehensive financial analysis method put forward by three professors of Harvard University. It divides the financial strategy research of enterprises into four parts: strategic analysis, accounting analysis, financial analysis and prospect analysis. These four parts combine financial index and non-financial index, in-form factor and off-balance sheet factor, and synthetically consider the financial strategy and development prospect of the target enterprise. In this paper, according to the analysis framework of Harvard, taking Su Ning cloud business as the research object, the financial report from 2010 to 2014 is analyzed, and the financial strategy and development prospect of representative retail e-commerce enterprises are obtained.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F721;F715.5

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