Comprehensive Analysis Of Southern Aviation Finance Under Harvard Analysis Framework

In recent years,with the steady growth of the domestic economy and the strong support of policy guidance,China's civil aviation industry has developed steadily and has gradually become the second largest civil aviation transportation system in the world.However,the rapid development of China's civil aviation industry also reveals the problem that its comprehensive international competitiveness cannot match its scale.As we all know,the civil aviation industry is composed of major airlines.Therefore,in order to further enhance the competitiveness of China's civil aviation industry,it is necessary to focus on the airlines to enhance their operational efficiency and service level.At present,most domestic airlines still operate by means of a large investment of funds and labor to promote the increase of output value.This extensive profit model has gradually been eliminated by the industry.However,with the continuous development of the market economy,the gradual recovery of the world economy,and the further strengthening of international and domestic exchanges and cooperation,the competition in various industries at home and abroad is becoming increasingly fierce.The financial analysis model that only focuses on data and related ratios cannot meet the information users of all parties.The demand cannot fully reflect the existing problems and growth potential of the company,and it is difficult to formulate a strategic plan suitable for the long-term operation of the company.The proposed Harvard analysis framework makes up for the shortcomings of traditional financial analysis that only emphasize data analysis and ignore non-data information such as strategic environment.The system not only pays attention to financial data information,but also pays sufficient attention to non-financial data information.China Southern Airlines Group Co.,Ltd.(hereinafter referred to as China Southern Airlines)is one of the three super-large airlines in China,and its development and operation mode has certain representativeness in the domestic civil aviation industry.Through comprehensive analysis and evaluation,it is found that the advantages and problems in its operation process are of great significance to China's civil aviation industry and even the transportation industry.In this paper,the case study of Southern Airlines is used to apply the Harvard analysis framework to the case company by using the case study method and the financial methods such as improving the DuPont analysis system and enterprise performance evaluation.After introducing the scale of the case company and the status quo of development,the Harvard analysis framework is used to conduct comprehensive research and evaluation on strategic aspects,accounting aspects,financial aspects and prospects.Revealing the current operating advantages and disadvantages of the case company,it is found that the case company currently has small freight volume,low unit income,and large financial risks.Based on the above questions,specific development proposals will be given to help the future development of China Southern Airlines.At the same time,the research on the representative case of China Southern Airlines will also have a strong realistic and guiding significance for the sustainable development of China's civil aviation industry,the deepening reform of state-owned enterprises and the implementation of the strategy of strengthening the country.