本文選題：哈佛分析框架　切入點：化妝品行業(yè)　出處：《江蘇大學》2017年碩士論文

【摘要】：化妝品行業(yè)是我國對外開放比較早的領(lǐng)域,從20世紀80年代末開始,我國的化妝品市場就成為了寶潔、歐萊雅、雅詩蘭黛等這些跨國企業(yè)爭相競技的舞臺,再加上近幾年來,日韓、歐美化妝品的海外代購、海外直郵逐漸興起,民族化妝品企業(yè)的生存變得非常艱難。在這些國際化妝品巨頭的重重打壓以及在日益激烈的市場競爭環(huán)境中,我國的民族化妝品企業(yè)該如何做才能突破重圍,不斷發(fā)展壯大是目前亟待解決的問題。本文將我國民族化妝品企業(yè)中最具代表性的上海家化作為研究對象,運用區(qū)別于傳統(tǒng)財務(wù)分析有著明顯優(yōu)勢的哈佛分析框架對其進行了分析,整個分析過程包括戰(zhàn)略分析、會計分析、財務(wù)分析和前景分析。在戰(zhàn)略分析中,本文首先運用PEST分析法、SWOT分析法對上海家化當前所處的內(nèi)外環(huán)境進行了剖析,并在此基礎(chǔ)上對上海家化的戰(zhàn)略實施進行了分析;在會計分析中,本文對上海家化的關(guān)鍵會計科目所采用的會計政策和會計估計進行了分析,為下文的財務(wù)分析做了鋪墊;在財務(wù)分析中,本文基于上海家化2013-2015年的財務(wù)報表數(shù)據(jù),引入國內(nèi)外其他三家公司作為比較對象,運用縱橫對比法分別對其進行了趨勢分析和比率分析;在前景分析中,本文首先對我國化妝品行業(yè)的未來發(fā)展前景進行了預(yù)測,并在此基礎(chǔ)上對上海家化自身的發(fā)展前景進行了預(yù)測,在分析中運用了需求收入彈性模型以及Z-score模型。本文在分析中總結(jié)了上海家化經(jīng)營管理過程中存在的問題并提出了相應(yīng)的改進建議,目的是助力于該企業(yè)的經(jīng)營者進行經(jīng)營管理決策并且期望對本行業(yè)內(nèi)其他民族化妝品企業(yè)的發(fā)展有所啟示。本文在戰(zhàn)略分析中發(fā)現(xiàn)上海家化的差異化戰(zhàn)略覆蓋面小,品牌細分以及品牌衍生不到位,品牌建設(shè)方面缺乏經(jīng)驗,但是其的高研發(fā)投入戰(zhàn)略值得肯定;在會計分析中發(fā)現(xiàn)上海家化會計信息披露較為真實可靠,財務(wù)數(shù)據(jù)質(zhì)量較高,因此下文利用該財務(wù)數(shù)據(jù)進行財務(wù)分析可以得出相對可靠的分析結(jié)果;在財務(wù)分析中發(fā)現(xiàn),上海家化資產(chǎn)負債率偏低,現(xiàn)金比率過大,尚未充分發(fā)揮財務(wù)杠桿的作用,并且存貨周轉(zhuǎn)率偏低,存貨管理效率較差,但是其的固定資產(chǎn)管理效率較高,銷售費用上的投入不斷加大仍是值得肯定的;在前景分析中發(fā)現(xiàn)上海家化在化妝品行業(yè)發(fā)展?jié)摿薮蟮谋尘跋戮o隨行業(yè)發(fā)展趨勢,其未來的發(fā)展空間是很大的,但是仍要警惕其在未來發(fā)展過程中存在的威脅與挑戰(zhàn)。因此,上海家化在今后的發(fā)展過程中應(yīng)該形成長遠的品牌建設(shè)意識,不斷創(chuàng)新營銷方式,完善人才管理體系,同時還要改善經(jīng)營保守的現(xiàn)狀,發(fā)揮好財務(wù)杠桿的作用,提高存貨管理效率,這樣才能在日益激烈的市場競爭中謀求可持續(xù)發(fā)展之路,本行業(yè)內(nèi)的其他民族化妝品企業(yè)也應(yīng)當對此有所啟示。
[Abstract]:The cosmetics industry is an early field of opening to the outside world in China. Since the end of the 1980s, the cosmetics market in China has become a competitive stage for multinational enterprises such as P & G, L'Oreal, Est茅e Lauder and so on. In addition, in recent years, Japan and South Korea, the overseas purchase of cosmetics in Europe and the United States, the rise of overseas direct mail, the survival of national cosmetics enterprises has become very difficult. In the heavy pressure of these international cosmetics giants and in the increasingly fierce market competition environment, It is urgent to solve the problem of how to break through the encirclement and develop rapidly in the national cosmetics enterprises of our country. In this paper, the most representative of the national cosmetics enterprises in our country Shanghai Jiahua as the research object. It is analyzed by using the Harvard analytical framework, which is distinct from traditional financial analysis. The whole analysis process includes strategic analysis, accounting analysis, financial analysis and prospect analysis. In this paper, PEST analysis method is used to analyze the current internal and external environment of Shanghai Jiahua, and on this basis, the implementation of the strategy of Shanghai Jiahua is analyzed. This paper analyzes the accounting policies and accounting estimates used in the key accounting subjects of Shanghai Jiahua, which provides a basis for the financial analysis below. In the financial analysis, this paper is based on the financial statement data of Shanghai Jiahua from 2013 to 2015. Three other companies at home and abroad are introduced as the comparative object, and the trend analysis and ratio analysis are carried out by using the vertical and horizontal comparison method. In the foreground analysis, this paper first forecasts the future development prospects of the cosmetic industry in China. On this basis, the development prospects of Shanghai Jiahua are forecasted. In the analysis, the demand income elasticity model and the Z-score model are used. In the analysis, the problems existing in the management process of Shanghai Jiahua are summarized and the corresponding suggestions for improvement are put forward. The purpose of this paper is to help the operators of the enterprise to make management decisions and hope to enlighten the development of other ethnic cosmetics enterprises in the industry. In the strategic analysis, we find that the differential strategy of Shanghai Jiahua has a small coverage. Brand segmentation and brand derivation are not in place, lack of experience in brand construction, but its high R & D investment strategy is worthy of recognition; in accounting analysis, it is found that Shanghai Jiahua's accounting information disclosure is more true and reliable, and the quality of financial data is relatively high. Therefore, the following financial data can be used for financial analysis to obtain relatively reliable results. In the financial analysis, it was found that the assets and liabilities ratio in Shanghai is on the low side, the cash ratio is too large, and the financial leverage has not yet been brought into full play. And the inventory turnover rate is low, the inventory management efficiency is poor, but its fixed assets management efficiency is high, the sale expense investment unceasingly increases is still worthy of affirmation; In the foreground analysis, it is found that Shanghai Jiahua follows the trend of cosmetics industry development under the background of great potential development, and its future development space is very large, but it is still necessary to be alert to the threats and challenges in the future development process. In the process of future development, Shanghai Jiahua should form a long-term brand building consciousness, constantly innovate its marketing methods, perfect its talent management system, and at the same time, improve the current situation of management conservatism and give full play to the role of financial leverage. Only by improving the efficiency of inventory management can we seek the way of sustainable development in the increasingly fierce market competition. Other national cosmetics enterprises in this industry should also have some enlightenment to this.
【學位授予單位】：江蘇大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F406.7;F426.72

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本文編號：1654230