Financial Diagnosis Report Of Duzhe Publishing & Media Co.;Ltd.

In recent years,the new media,represented by tablet computers and smart phones,with its powerful advantages in the speed and breadth of information acquisition,the openness and so on,has brought great challenges and shocks to the survival of traditional paper-based media.The influence of traditional paper-based media has been weakened,market share has been shrinking and performance has generally declined.DUZHE Publishing &Media Co.;Ltd,as a famous cultural enterprise in China.The main business scope of it is the publication and distribution of periodical books."DUZHE" magazine is known as the " soul reading book for Chinese readers",which has a strong brand influence.However,due to the impact of new media and other factors,the financial indicators such as total revenue and gross profit of DUZHE Publishing &Media Co.;Ltd have declined significantly.It is an urgent need to make financial diagnosis of the company,and therefore to find out the existing problems of the company in finance and management in order to find solutions.Financial diagnosis refers to the analysis of the financial situation of enterprises by means of financial analysis tools and methods,points out the existing shortcomings and proposes solutions to the problems.In the study of this paper,it takes the DUZHE Publishing &Media company as the target enterprise.Under the framework of Harvard analysis and with the help of SWOT analysis method,it has carried out a strategic analysis of the company,and has pointed out its strengths,weaknesses,opportunities and risks.In accounting analysis,the company's accounting policies and accounting estimates are analyzed and distinguished.Financial analysis is the key part of this paper and according to the annual report data of DUZHE Publishing &Media Co.;Ltd from 2012 to 2016,the basic financial diagnosis methods such as structural analysis,comparative analysis,ratio analysis and comprehensive analysis are used to analyze the company's debt paying ability,operation ability,profitability and growth ability respectively.By comparing related indicators of DUZHE company with the listed companies in the same industry so as to find its advantages and disadvantages.It also uses DuPont Analysis Method to find out the main reasons for the decline of DUZHE Publishing &Media in profits.Finally,on the basis of above analysis,the current operating status of the company are summarized.The paper points out its development is not only faces both opportunities and challenges,but also sums up the problems existing in the operation and management of the company.In the light of the problems summed up,and combined with the actual development of the company,some relevant suggestions are put forward.Hoping that it can help the development of DUZHE Publishing &Media Co.;Ltd.