A Study On The Financial Improvement Of SLH Company Based On Harvard Analytical Framework

With China's economy and real estate industry entering the new normal,the real estate agency industry has entered a period of great changes.On the one hand,with the reform and innovation of new media and new channels,the proportion of self-sales of real estate developers has increased,and the market space of the planning agency industry has been squeezed.On the other hand,the impact of new entrants' new technologies and new modes on the traditional marketing model of planning agency is also expanding,and the accelerated differentiation and reform of the market is imminent.As the first comprehensive real estate service provider listed on the a-share market in China,SLH company is influenced by the real estate industry.Under the background of the increasing downward trend of the real estate industry,SLH company has to start transformation and upgrading and take the road of diversification.In such a complex market environment,traditional financial analysis cannot meet the above needs,while the harvard analysis framework improves the previous financial analysis system,not only analyzes the financial data of enterprises,but also comprehensively considers the impact of various non-financial data on enterprises.This paper takes SLH company as an example,combines the current development prospects of the real estate agency industry,and conducts a comprehensive financial analysis based on its balance sheet,income statement,cash flow statement and relevant information disclosed off the balance sheet of the company from 2014 to 2018.Firstly,it is analyzed from a strategic perspective,using PEST,porter's five forces and other models to analyze the real estate agency industry,and SWOT analysis to analyze SLH's own advantages,disadvantages and external opportunities and threats.Then,the key accounting items of SLH company were identified and analyzed,and the financial analysis of SLH company was carried out by vertical comparison method,horizontal comparison method and ratio analysis method.Through financial analysis,it is found that the profitability of SLH company has a significant downward trend.Finally forecasts the SLH company's development prospects and financial outlook,and puts forward to promote agency business scale,strengthen personnel training and reserves,and strengthen the control of enterprise cost and so on,to help enterprises to realize their advantages,a clear development direction,enhance profitability.