The Study Of Profitability Analysis And Countermeasures Of Xinjiang Yanjing Beer Co. Ltd.

China’s beer industry is a fast-growing industry. Beer production in China surpassed the UnitedStates since2002, China’s beer production has been to maintain the world for10consecutive years. Withthe rapid development of the beer industry, the Chinese beer market was quickly growing into maturity inlast10years. The competition of the Chinese beer market has become more brutal and intense whenforeign beer brands enter into Chinese market. Major beer brand measures such as: annexation, acquisition,new construction, expansion, renovation, relocation to exaggerate production, reduce costs, in order to gaina competitive advantage in the market. Xinjiang Yanjing Brewery Co, Ltd. is the22subsidiary of Yanjinggroup,which is the first branch set up by Yanjing beer in the Northwest. As a new enterprise entered intoXinjiang beer market, it breaks the pattern of the Wusu beer which dominated the market of the Xinjiangregion. But it also makes the competition more intense in the Xinjiang beer industry. How to survive anddevelop in the fierce market competition and to see the market situation and its own strengths andweaknesses which is related to the long-term development of Xinjiang Yanjing Beer.The basic ideas of this paper: Firstly, defining the relevant concepts and research methods explicitly;Secondly, an overview of the overall situation of the Xinjiang Yanjing beer; Thirdly, based on the relevantfinancial data to analyze the profitability of Xinjiang Yanjing beer and find the advantages anddisadvantages of the profitability; Fourthly, combined with the conclusion of the first part of the financialanalysis，make the analysis from the point of view of influencing factors on the profitability of XinjiangYanjing Beer; Finally, give the suggestions in order to enhance the Xinjiang Yanjing Beer profitability.The following points are derived by studying:(1) From the point of view of financial analysis,Xinjiang Yanjing beer is lack of profitability. Nearly three years of financial position is not ideal, the loss isgreater than the profit;(2) From the point of view of influencing factors on the profitability, the operationof Xinjiang Yanjing beer is not mature enough, there are many issues to be improved, these problems alsoaffect the profitability of Xinjiang Yanjing Beer;(3) Through the analysis of the status quo, this papermake the following conclusions: Xinjiang Yanjing Beer should establish a good image of the company,make market segments, establish scientific management mechanism and aggressive marketing strategies toimprove the profitability of Xinjiang Yanjing Beer.