S-group Financial Analysis Research Based On Development Strategy

In recent years.with the rise of overseas daigou.overseas online shopping and other new sales channels,foreign enterprises continue to carve up the Chinese market,the survival of national cosmetics group has become extremely difficult.many groups have increased investment in brand construction,channel construction and scientific and technological research and development,in order to cope with the harsh market environment.S group as one of the typical representative of national cosmetics group,facing the current situation with problems we face at home and abroad,the development of the group path must not plain sailing,the effectiveness of its developing strategy formulation is vital for group along the direction of the future,in the harsh market environment,break through the siege of the success of S group become urgent to solve the problem.Based on this,this article through the literature study of a large number of literature reading method,using the theory of strategic management.performance evaluation theory and principal-agent theory as the theoretical basis,the article mainly USES the case analysis method,the adjustment of the first group development strategy based on S situation,qualitative analysis of the strategy of internal and external environment in order to draw the rationality of the strategic adjustment the implementation of the strategy of developing the adjusted path has made the analysis,and put forward problems in the process of the strategy implementation.In order to evaluate the effect of strategic adjustment,ratio analysis method and comparative analysis method are combined to conduct quantitative financial analysis of financial data and non-financial data before and after the strategic adjustment of S group from 2014 to 2018,and then make strategic and financial predictions for the future development of the group.Analysis S group's strategic adjustment effectively raise the overall strength of the group's financial performance and,at the same time,according to find S group development strategy implementation does not reach the designated position,low return on investment,asset management efficiency is relatively poor,targeted put forward to increase r&d strategy enforcement,control costs and seek new profit growth point,improve the operating efficiency to reduce capital takes up and so on,and give corresponding revelation.S group hopes to be able to help in S group operator for management decision-making,so as to promote the sustainable development of S group.