電子商務(wù)企業(yè)財務(wù)分析——以蘇寧云商為例

16000字

摘要 在零售行業(yè)面臨消費復(fù)蘇緩慢、渠道競爭激烈等難題的今天，為實現(xiàn)新發(fā)展，零售行業(yè)加快轉(zhuǎn)型探索，越來越多的實體零售商紛紛開始了線上線下全渠道打通的嘗試，蘇寧云商集團(tuán)也在探索一條線下體驗線上零售的新模式，這一模式的開始將會對公司的財務(wù)狀況與經(jīng)營成果有所改變，本文就意在研究其財務(wù)方面的變化，進(jìn)行財務(wù)分析。
在本文對財務(wù)分析的基本理論做了簡要介紹后，以蘇寧云商集團(tuán)股份有限公司為研究對象，選取2005年至2013年的財務(wù)報告，通過盈利能力、營運能力、償債能力和發(fā)展能力等各類指標(biāo)對企業(yè)的財務(wù)狀況經(jīng)營成果進(jìn)行評價，對各項指標(biāo)的變化進(jìn)行觀察，找出可能的原因，之后再通過杜邦分析法對整個財務(wù)報告進(jìn)行綜合系統(tǒng)分析，找出影響權(quán)益凈利率下降的最大因素，最后對蘇寧云商集團(tuán)所面臨的財務(wù)狀況進(jìn)行總結(jié)與提出建議。
通過研究發(fā)現(xiàn)蘇寧云商在開啟電子商務(wù)這種營銷模式之后，凈利潤有所下降，但總資產(chǎn)、營業(yè)收入都有所增加。盈利能力短期內(nèi)低迷，但擴(kuò)大了規(guī)模，有利于增加公司競爭力，總的來說，這種營銷模式長期會有利于蘇寧云商在零售業(yè)處于領(lǐng)跑者的地位。

關(guān)鍵詞：電子商務(wù) 財務(wù)分析 杜邦分析法 財務(wù)指標(biāo)


Electronic business enterprise financial analysis
—SuningYunShang, for example
Abstract Nowadays,the retail industry face problems such as consumption slow recovery, channel competition ,for a further development ,the retail industry speeds up the exploration of transformation, More and more brick-and-mortar retailers have started online channels through all attempt, SuningYunShang group is exploring a new model of offline experience and online retail .This model will change the company's financial position and operating results, This article is intended to study the change of the financial aspects and financial analysis.
In the beginning of this paper,I give a brief introduction of the basic theory of financial analysis ,adopt SuningYunShang group as the research object, Choose financial reports from 2005 to 2013.Through the profit ability, operation ability, debt paying ability and development capacity and other kinds of indexes to eva luate the enterprise’s financial condition and operating results .,observe the change of the indicators, find out the possible reasons. Then use the du pont analysis system to analysis of the comprehensive financial report, Find out the biggest factor resulting in a decline of net interest rate. Finally, summarize the problem of suning ‘s financial situation and give suggestions.
From the research,we can find that after open the e-commerce marketing model, the net profit declined, but the total assets, business income increased. Low profitability in the short term, but the scale is expanded,it is beneficial to increase the company competitiveness, in general, the marketing model will be beneficial to Suning YunShang play a leading position in retail industry for a long time.

Key words Electronic-Commerce Financial Analysis Du pont analysis system Financial indicators


目 錄
引 言 1
第一章 財務(wù)分析基本理論 1
1.1 財務(wù)分析的涵義與目的 1
1.1.1 財務(wù)分析的涵義 1
1.1.2 財務(wù)分析的目的 2
1.2 財務(wù)分析的方法 2
1.2.1 財務(wù)分析的主要方法 2
1.2.2 杜邦分析體系 3
1.3 財務(wù)分析的主要指標(biāo) 3
1.3.1盈利能力的各項指標(biāo) 3
1.3.2營運能力的各項指標(biāo) 4
1.3.3償債能力的各項指標(biāo) 5
1.3.4發(fā)展能力的各項指標(biāo) 5
第二章 蘇寧云商公司現(xiàn)狀及財務(wù)分析 6
2.1蘇寧云商企業(yè)簡介 6
2.2蘇寧云商財務(wù)分析診斷 7
2.2.1企業(yè)盈利能力分析 7
2.2.2企業(yè)營運能力分析 11
2.2.3企業(yè)償債能力分析 14
2.2.4企業(yè)發(fā)展能力分析 16
2.3蘇寧云商企業(yè)財務(wù)綜合分析-杜邦分析法 17
第三章 蘇寧云商企業(yè)經(jīng)營管理問題的總結(jié)與對策 21
3.1.蘇寧云商企業(yè)經(jīng)營管理問題的總結(jié) 21
3.1.1企業(yè)外部經(jīng)營問題總結(jié) 21
3.1.1企業(yè)內(nèi)部管理問題總結(jié) 22
3.2.蘇寧云商企業(yè)經(jīng)營管理問題的對策 22
結(jié) 論 22
參考文獻(xiàn) 24
致 謝 25