Financial Analysis And Countermeasures Of Aucma Based On Harvard Analysis Framework

Since the reform and opening up,China’s home appliance market has experienced a transition from the seller’s market to the buyer’s market.In the past 20 years,the market competition of home appliances has become more and more fierce.Qingdao Aucma Co.,Ltd.(hereinafter referred to as "Aucma"),once known as the giant of freezer enterprises,has also experienced severe market competition.Due to Aucma’s wrong judgment of its own actual situation,the implementation of a diversified development strategy,blind expansion has led to a series of financial problems such as poor profitability,high debt ratio,insufficient debt paying ability and low profit ratio.The traditional financial analysis can no longer meet the requirements of comprehensive financial analysis.Therefore,based on the Harvard analysis framework,this paper conducts a comprehensive and multi angle analysis of the financial situation of Aucma,in order to better find the problems hindering its further development.Firstly,this paper introduces the research background and significance,reviews the current situation of domestic and foreign literature research,explains the research content and research methods used in this paper;secondly,it introduces related concepts and theoretical basis,mainly expounds the relevant theories of traditional financial analysis and Harvard analysis framework,and from the perspective of global appliance development trend and domestic appliance industry development status This paper expounds the development background of home appliance industry;thirdly,based on Harvard analysis framework,it analyzes Aucma from four aspects: strategic analysis,accounting analysis,financial analysis and prospect analysis.Through the specific analysis of these four aspects,it is found that Aucma has some problems,such as blind expansion due to neglecting its own reality,slow product renewal due to poor R & D and innovation ability,no attention to brand promotion and single marketing mode,which leads to low market share,many bad debts and insolvency,etc.,which leads to low operating profit.Finally,the corresponding improvement of Aucma’s financial situation is given The proposal of the state.