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论文编号：	6927
作者编号：	2120122715
上传时间：	2014/12/8 15:04:02
中文题目：	基于改进杜邦分析法的嘉陵摩托车盈利能力分析
英文题目：	Profitability analysis of Jialing Motorcycle based on the improvement of DuPont analysis method
指导老师：	黄福广 教授
中文关键字：	盈利能力分析；改进的杜邦分析法；摩托车企业
英文关键字：	Profitability analysis; Improve the Du Pont analysis method; The
中文摘要：	当前，电动自行车行业市场竞争已经如白热化，因此一个品牌的持续盈利能力成为各方最为关注的问题。由于国内电动车行业一线品牌如雅迪、爱玛、新日、绿源等还没有上市公司，无法取得公开的信息，笔者选择相似性最强的摩托车行业上市公司嘉陵摩托车作为案例企业，从全球产业结构来讲，电动车与摩托车行业类似，国产品牌处于行业价值链利润最低的的中游制造环节，利润空间被压缩的很小。如何找准企业在大环境和产业内的定位，充分利用企业现有优势和抓住外部市场机遇，逐步调盈利能力，建立长期的战略优势地位，是关系企业未来生存和发展的重要问题。鉴于嘉陵摩托车近三年(2010 年至2012 年)整体销售量目前随行业下滑的趋势逐年递减，导致公司盈利能力下降，同时，面对国外高端产品的冲击，以及国内低端市场的激烈竞争，公司运用传统常规手段提高销售量、抢占市场将格外的困难，本文对目标企业嘉陵摩托车的盈利能力分析。首先，通过外部宏观环境分析、行业环境分析，找到目标企业在行业中的位置；其次，从企业的现状出发，分析企业整体发展的走势；最后，运用经改进的杜邦分析体系，将指标进行逐级分解，运用趋势分析法详细分析影响企业盈利能力的各项重要因素，以及企业应予以重点关注和调整的事项，通过销售百分比法预测未来企业发展状况和盈利能力相关指标数据，通过实证数据验证，证明趋势分析的结论。最终得出影响企业长期盈利能力的最主要因素，是其主业的利润空间太小所致。为此，建议公司从研发投入入手，一方面在细分市场上形成差异化，另一方面通过并购等手段力争赶超发达工业国家的技术水平，同时应注意多元化发展，和发挥互补产业优势。
英文摘要：	At present, the electric bicycle industry such as market competition has been white hot, so a brand continued profitability as the parties most concerned problems.Because the domestic electric vehicle industry first-line brands such as HARTING,Emma, Xinri, Luyuan has not listing Corporation, unable to obtain the public information, the author chooses the motorcycle industry similarity strongest Jialing Motorcycle Enterprises Listing Corporation as a case, from the global industrial structure, similar to electric vehicle and motorcycle industry, domestic brands in the industry value chain profit at the lowest manufacturing link, the profit space is compressed is very small. How to identify the business environment in the location and within the industry, make full use of existing enterprise advantage and seize the external market pportunities, gradually increase the profit ability, establish long-term strategic advantage, is an issue related to the survival and development of enterprises in the future. Given the Jialing motorcycle nearly three years (2010-2012), the overall decline in sales at present with the industry trend of decrease, resulting in a decline in corporate profitability and at the same time, in the face of the impact of the international high-end products, as well as the fierce competition in the low-end market, domestic companies using the routine method in traditional boosting sales,seize market will be very difficult, in this paper, the target enterprise profitability analysis of Jialing motorcycle. First of all, through the analysis of the external macro environment, industry environment analysis, find the target enterprise position in the industry; Secondly, starting from the present situation of the enterprise, analysis enterprise overall trend of the development; Finally, using the Du Pont analysis system, the improvement will be step by step index decomposition, using the trend analysis method in detail the various important factors that affect corporate profitability, as well as business matters which should be focused on and adjust sales percentages method to predict the future by business development and profitability indicators relevant data, through empirical data validation, proved that trend analysis conclusion. Finally it is concluded that the main factors influencing the enterprise long-term profitability, is its main business profit space is too small. Therefore,suggested the company, from the perspective of the R&D spending, on the one hand, formed in the subdivided market differentiation, on the other hand through mergers and acquisitions and other means to strive to catch up with the developed industrial countries technical level, at the same time should pay attention to the diversification,and giving full play to the advantages of complementary industry.
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