长城汽车公司盈利能力分析及提升策略研究

长城汽车公司盈利能力分析及提升策略研究(论文6800字)
摘要
目前科技水平的进步和新技术的发展，汽车行业现面临重要的转型升级期。长城汽车作为我国自主品牌的领先者，近两年来却出现了盈利能力下降的现象。本文主要通过数据分析法，对长城汽车的盈利现状以及存在的问题以及具体的解决措施等能力进行分析，从而得出企业存在的问题，并提出合理的建议，从而有助于提升长城汽车公司的盈利能力。近年来新能源汽车和智能网汽车的发展是汽车行业关注的重点，这直接促使各个汽车行业转型升级。想要分析企业是否能在转型升级的过程中发挥主观能动性，分析其盈利能力就是了解企业的最直接的方式。随着大数据的运用，收益指标分析的效率得到提高同时也增强了财务分析的准确性。本文通过将长城汽车作为研究对象，对长城汽车进行战略分析，对长城汽车的盈利能力进行描述，分析长城汽车目前存在的问题和原因，从而通过分析得到的结论对长城汽车公司的更好发展提出合理意见和建议。
关键词：汽车行业；盈利能力；收益指标；战略分析
 
ABSTRACT
At present, with the progress of science and technology and the development of new technologies, the automotive industry is facing an important period of transformation and upgrading. Great Wall Motors, as the leader of China's independent brands, has seen a decline in profitability in the past two years. This paper mainly analyzes the current profit situation, existing problems and specific solutions of great wall motor through data analysis, so as to get the existing problems of the enterprise and put forward reasonable suggestions, which will help to improve the profitability of Great Wall Motor Company. In recent years, the development of new energy vehicles and intelligent network vehicles is the focus of the automotive industry, which directly promotes the transformation and upgrading of various automotive industries. If you want to analyze whether an enterprise can play its subjective initiative in the process of transformation and upgrading, analyzing its profitability is the most direct way to understand the enterprise. With the application of big data, the efficiency of income index analysis has been improved, and the accuracy of financial analysis has also been enhanced. By taking great wall motor as the research object, this paper makes a strategic analysis of Great Wall Motor, describes the profitability of Great Wall Motor, analyzes the current problems and reasons of Great Wall Motor, and puts forward reasonable opinions and suggestions for the better development of Great Wall Motor Company through the conclusions obtained from the analysis.

[来源：http://www.think58.com]

Key Words: Automobile industry, Profitability, Earnings Metrics, Strategic Analysis.
 
目录
摘要    I
ABSTRACT    II
目录    III
第1章概述    1
1.1 公司简介    1
1.2 行业背景    1
第2章长城汽车公司盈利能力分析    3
2.1 长城汽车主要盈利能力指标    3
2.2 销售利润率分析    3
2.3 总资产报酬率分析    3
2.4 净资产收益率分析    4
2.5 总资产净利率分析    4
第3章长城汽车公司盈利能力存在的问题和原因分析    6
3.1 市场渠道落后，导致营业收入下降    6
3.2 品牌效力低，产品竞争力下降    6
3.3 主营业务收入占比下降    7
第4章长城汽车公司盈利能力存在的问题建议    8
4.1 开创网上销售零售模式，推进渠道建设    8
4.2 加大产品宣传力度，提升产品质量    8 [资料来源：http://think58.com]
4.3 加强企业营业资金成本管理    9
第5章结论    10
参考文献    11
致谢    12