Based On The Harvard Analysis Framwork Of Financial Statements Of Gelly Auto Group

Since 2010,the automobile market in China has became saturation.In view of the automobile problems in our country,the government has published a series of policies to control the automobile industry macroscopically,such as "restriction order","purchase restriction order" and so on.At the same time,under the influence of the economic globalization,some foreign automobile brands also impact the automobile market of our country.These factors have a great influence on the automobile enterprises of our country.Therefore,the primary task of Chinese automobile enterprises is how to upgrade the industrial structure of Chinese automobile manufacturers,accelerate the upgrading of products and improve the competitiveness of products.This paper selects Geely Auto Group(stock symbol: 00175)as the analysis object.Geely Auto Group(Zhejiang Geely holding Group)was founded in 1986 and entered the field of automobile manufacturing in 1997.It is a self-owned brand automobile enterprise with long history.Since Geely entered the auto industry,it has developed rapidly and Geely has more than 100 billion yuan worth of assets through continuous development.The success is relying on its own continuous development of independent innovation ability,flexible and changeable management system mechanism and bold investment strategy.At the same time,Geely entered the Top 500 enterprises of China for nine years in a row.It was named "Top 10 of China's Automobile Industry" for 13 consecutive years.It has been appraised as "innovative Enterprise" in national level and "National Automobile Complete Vehicle Export Base Enterprise" for many times.Therefore,Geely Auto has representativeness and research significance as the research object of this paper.This paper is divided into seven parts.The first part mainly introduces the background of the research,the significance of the research,the domestic and foreign financial analysis research status quo under the Harvard Analysis Framework,research ideas and research content,the innovation of this paper and so on.The second part are expounded then compared and analyzed of the traditional financial analysis and the Harvard Analysis Framework and related content and theory.The analysis reveals the limitations of traditional financial analysis and the advantages of using Harvard Analysis Framework.The third part analyzes the strategic analysis to the Geely Auto Company.Firstly,summarizes the Geely Auto Company's basic situation and the financial condition,then uses the PEST analysis to analyze the macro environment,the five forces model is used to analyze the profitability of the industry,and the SWOT analysis is used to analyze the competitiveness of enterprise products.In the fourth part,analyzes the accounting quality of the enterprise.Firstly,analyzes the quality of the accounting assets and then analyzes the debt quality of the enterprise.The fifth part is the financial analysis of Geely Auto enterprises.Trying to analyze it from five dimensions which including Operating Capacity,solvency,profitability,development ability and cash flow.In order to reach a more objective and fair conclusion,during the course of the analysis,not only compares vertically the five-year indicators of Geely Motor Company but also compares it with its rival,theGreat Wall Motor Company and BYD Motor Company.The sixth part is the prospect analysis of Geely Auto.Mainly forecast from three aspects,the production strategy,marketing strategy and talent strategy.At the same time,also analyzes the future risks of Geely Auto Company may face.The seventh part is the research conclusion and enlightenment.Summarizes the whole research of this paper,draws the conclusion of the research,and put forward the relevant countermeasures and suggestions aims to the research conclusion.Finally,makes a summary of the enlightenment.