Financial Analysis Of GTCL Under The Framework Of Harvard Analysis

Tourism is recognized as a sunrise industry and new industry in the world. Since entering in twenty-first Century, the tourism industry as a rising sun industry is gradually developing and growing, and all parts of the country are vigorously exploring tourism resources, the development of tourism industry. With the rapid development of social economy, people's living standards rising. China has entered the era of mass tourism, tourism in promoting the improvement of citizen civilized quality, promote the excellent cultural heritage and carry forward and promote the third industry and the overall development of the national economy, promote the increasingly important role in the national economy strategic adjustment and transformation of economic development mode.Thanks to the acceleration of the pace of sustained, rapid and sound development of the economy and foreign development, is a steady increase in the income of urban and rural residents, residents travel willingness and ability to pay significantly enhanced, gradually become the most development potential of the tourism market in the world. After decades of development, the current development of the domestic tourism industry is no longer simply depends on the scale, but by upgrading the quality of tourism products and market segments, more emphasis on quality and tourism depth increase. At present, the major tourism enterprises have taken note of the potential of the domestic market, began to build high-end tourism market for domestic tourism products. Therefore, this paper to Guilin Tourism Co., Ltd. as the research object, the were overall financial statement analysis and evaluation, hope to be able to for the management of the company to provide basis for decision making, for the vast number of investors to provide investment reference.In this paper, the famous Harvard analysis framework is used to analyze the financial statements of Guilin tourism Limited by Share Ltd 2010-2014. At first, the article introduces the concept of financial statement analysis and Havard analysis framework of the basic logic and analysis dimension, then a brief introduction of the basic situation of Guilin Tourism Co.. Ltd. and main business, the company's recent main business performance and financial data. Secondly, according to the four basic aspects of the Harvard analysis framework, the strategic analysis, accounting analysis, financial analysis and Prospect Analysis of the Guilin tourism. To Guilin tourism as a logical starting point of strategic analysis, strategic analysis mainly from the tourism industry macro environment analysis, SWOT analysis and competitor analysis, through strategic analysis a clear business background and development strategy of Guilin tourism; through the analysis of accounting to ensure the effectiveness of financial analysis; analysis of corporate strategy analysis and accounting based on the results of financial analysis, focused on the evaluation of the company's profitability, solvency, operation ability and development capacity and cash flow; the prospect of qualitative analysis, forecasts the prospect of tourism industry and Guilin, financial forecast for the future development and reveals the main risks exist. Finally, through the above analysis, in view of the problems existing in the company proposed suggestions, hoping to help the healthy development of Guilin Tourism Co., Ltd., to be used for reference in other listed companies in tourism industry.