基于战略视角的企业财务分析-以长城汽车为例.docxVIP

PAGE 4 PAGE 4 PAGE 15 PAGE 15 基于战略视角的企业财务分析—以长城汽车为例 PAGE PAGE 1 基于战略视角的企业财务分析-以长城企业为例 【摘要】 本文主要是从战略的角度对企业的经营状况进行详细解析，长城企业董事长第一次接触“聚焦战略”这一原则是在一次出国考察中受益到的，它是集中力量发展企业的某一块领域，使其壮大，因此才使得长城企业成为皮卡市场上的销售第一。而后企业团队并没有固步自封，将战略聚焦到另一新品类—SUV，仅一年时间长城企业就拿下全国SUV销售冠军。2009年长城企业建立起“品牌战略”，在SUV，皮卡，MPV品类中分别以“哈弗”，“风骏”，“嘉誉”作为品牌名，这也成为了长城企业的最大角逐优势。近几年来，长城企业创设了以“客户满意”和“市场领先”的营销策略，供应最佳的服务质量，以提升客户的满意度。本文首先借助相关文献的有哪些信誉好的足球投注网站，了解公司的整体情况，其次分析企业所处的产业环境和宏观环境，最后借助企业报表分析战略实施情况。本文的创新点在于没有传统的单独分析企业财务报表，而是基于战略视角分析企业财务状况和经营成果及资金剩余额度，经分析可知长城企业在经营过程中确实存在问题，比如营销方法用的不恰当，自身技术水平与国外存在差距等，最后给出了一点小小的见解，希望给出的策略有助于同产业企业的研究。 【关键词】 长城企业 财务状况 经营成果 资金剩余额度 营销战略 Enterprise Financial Analysis based on Strategic Perspectives: taking the Great Wall Automobile as an example 【Abstract】 This article mainly analyzes the financial situation of the enterprise from the strategic perspective. The first time the president of the Great Wall automobile contacted focusing strategy, he was benefited from a study abroad. It is an area that focuses on developing enterprises and making strong, so it makes the Great Wall automobile becomes a pickup Market Sales champion . But the business team does not stop, they focused strategy on another new category-SUV. Only a year later, the Great Wall car won the national SUV sales champion. In 2009, the Great Wall automobile established brand strategy. In SUV, pickup and MPV category, Harvard, Feng jun and Jia yu are the category names respectively. This has also become the biggest competitive advantage of the Great Wall automobile. In recent years, the Great Wall automobile has established the marketing strategy of customer satisfaction and market lead, providing the best marketing service to improve the customer satisfaction. First of all, through the relevant literature search to understand the overall situation of the company, secondly to analyze the industry environment and macro environment and enterprise strategy, finally through the enterprise report analysis strategy implementation