哈佛框架下中青旅财务分析

发布时间：2018-05-16 00:37

本文选题：哈佛框架 + 中青旅　；参考：《安徽工业大学》2016年硕士论文

【摘要】：2014年,我国经济发展进入新常态,国内旅游行业持续高速发展,行业竞争日趋激烈。在“互联网+旅游”的趋势下,旅游业的市场发展前景极其广阔,迎来了新的发展机遇。但是,也必将面对更多的挑战及行业竞争。为了促进旅游业的快速、健康的发展,笔者从财务分析的角度开展相关研究和探讨,希望对该行业及案例公司中青旅企业的规范发展提出切实可行的帮助。传统的财务分析是针对公司历年发布的财务数据进行分析。因为分析数据的失真性及报表本身的偏差性导致这些数据的分析存在着一些局限性。哈佛框架是传统财务分析方法的改进,由哈佛的三位学者提出,它以战略分析为起点,通过会计分析以及财务分析,对企业未来发展前景进行展望及预测。本文以哈佛框架为理论基础对于中青旅财务状况进行分析,首先以战略分析为起点、运用SWOT模型等方法对中青旅及其对比公司财务报表、盈利能力、偿债能力以及经营能力进行综合分析,据此对中青旅未来发展进行预测。通过分析得出企业面临着市场竞争加剧、居民偏好多样化、房地产行业衰退以及成本占比过高的风险,据此,本文认为应当推进公司旅游主业的全面互联网化,增强核心竞争力;进一步细分旅游市场;加强景区建设,逐步淡出房地产行业;同时加强公司营业成本的控制。最后,为了让读者及相关企业更好的运用这种新型的财务分析框架,笔者认真总结了使用过程中应予以特别重视和注意的内容、细节,并验证哈佛框架理论在实际市场中的应用价值,以期达到给予其他企业借鉴的目的。
[Abstract]:In 2014, China's economic development entered the new normal, the domestic tourism industry continued to develop at a high speed, industry competition is becoming increasingly fierce. Under the trend of "internet tourism", the market development prospect of tourism is extremely broad, ushered in a new development opportunity. However, will also face more challenges and industry competition. In order to promote the rapid and healthy development of tourism, the author carries out relevant research and discussion from the angle of financial analysis, hoping to put forward practical help to the normative development of youth tourism enterprises in this industry and case company. The traditional financial analysis is to analyze the financial data released by the company over the years. Because of the distortion of the analysis data and the deviation of the report itself, there are some limitations in the analysis of these data. Harvard Framework is an improvement of the traditional financial analysis method. It is put forward by three scholars of Harvard. It takes strategic analysis as the starting point and forecasts the future development prospects of enterprises through accounting analysis and financial analysis. Based on the theory of Harvard framework, this paper analyzes the financial situation of CSTS. First of all, it uses the SWOT model to analyze the financial statements and profitability of CSTS and its contrast companies, taking the strategic analysis as the starting point. According to the comprehensive analysis of debt service ability and management ability, the future development of China Youth Travel is forecasted. Through the analysis, it is concluded that the enterprises are facing the risks of intensified market competition, diversification of residents' preferences, recession of the real estate industry and excessive cost. According to this, the author thinks that the overall Internet of the main tourism industry of the company should be promoted. Strengthen the core competitiveness; further subdivide the tourism market; strengthen the construction of scenic spots, gradually fade out of the real estate industry; at the same time, strengthen the control of company operating costs. Finally, in order for readers and related enterprises to make better use of this new financial analysis framework, the author conscientiously summarizes the contents and details that should be paid special attention to and paid attention to in the process of use. The application value of Harvard framework theory in the actual market is verified in order to give reference to other enterprises.
【学位授予单位】：安徽工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.6;F590.66

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