Research On Value Evaluation And Promotion Strategy Of Oriental Seiko Enterprises

The evaluation index of business performance has gradually evolved from a single financial indicator to a comprehensive index of corporate value.The business objectives have gradually shifted from profit maximization and shareholder financial maximization to enterprise value maximization.The value assessment scope also ranges from single assets.Assessments,mergers and acquisitions,and assessments in bankruptcy liquidation activities are gradually extended to the overall value assessment of a complete enterprise.The evaluation of enterprise value is still not mature in China.Different enterprises have different evaluation purposes and different evaluation methods.Therefore,the evaluation of the value of a specific enterprise is very practical.This paper takes Oriental Seiko as the specific research object.On the basis of expounding its basic situation and the status quo of industry development,it analyzes the financial status of Oriental Seiko from four aspects: solvency,operational capability,profitability and development capability.The cash flow discounted model is selected as the main evaluation method.Based on the data of the Oriental Seiko 2012-2017 annual report,the macroeconomic development is considered,and its financial indicators for 2019-2022 are predicted.The weighted average cost of capital is used as the discount rate.Evaluate the enterprise value of Oriental Seiko and use the relative valuation method to test the evaluation results and improve the correctness of the evaluation results.According to the evaluation process,the financial indicators are decomposed,and several financial drivers that have a great influence on the value of the Oriental Seiko enterprise are obtained,namely,operating income,operating cost,sales expenses and capital structure.In combination with the actual situation of the Oriental Seiko,the non-financial analysis is analyzed.The driving factors are mainly corporate strategy,brand effect and human resources.Strategies for improving corporate value are proposed for financial drivers and non-financial drivers.The research in this paper can provide reference for the enterprise value management of Oriental Seiko,and it is of specific significance for improving its enterprise value.