Analysis On The Profitability Of Bright Dairy Co.,Ltd.and Research On Its Promotion Strategy

With the continuous development of economy,the continuous improvement of people’s living standards,the overall liberalization of the two child policy and the advent of an aging society,China’s demand for dairy products is growing gradually,and the development potential of dairy industry is huge.At the same time,the development of logistics and e-commerce,the increase of convenience stores,provide more sales channels for dairy products,and also create more income space for dairy enterprises.However,there are still many problems in China’s dairy industry,such as high industry concentration,uneven development level and unbalanced regional distribution.Due to the numerous brands and the increasingly fierce competition,the pressure faced by dairy enterprises is unprecedented.Profit is not only the embodiment of the enterprise’s operating results in a certain period of time,but also the prerequisite for the enterprise’s survival.The strength of the profitability has a decisive impact on the rise and fall of the enterprise.Accurate analysis and Research on the profitability of enterprises,timely discovery of problems and taking measures to suit the case will help enterprises to flexibly respond to the changing market,and then improve the profitability of enterprises,and promote the healthy growth of enterprises.The general method of profitability analysis is only to analyze a single financial index of an enterprise,and the analysis results are one-sided.Du Pont financial analysis system just makes up for this defect.It takes the return on net assets as the core,combines several indicators through internal connection,and can comprehensively evaluate the profitability of enterprises from multiple perspectives.Bright Diary Group Co.,Ltd.is the oldest dairy enterprise in China.At the beginning of this century,its market share was the first in the whole industry.In recent years,Yili and Mengniu are the latecomers,and the two enterprises occupy almost half of the dairy industry.As a representative enterprise in the dairy industry,Bright Diary has been far behind Yili and Mengniu since it was the leader of the industry.This process has a strong research value.Thispaper selects Bright Diary as the research object,which is divided into six parts: the first part mainly summarizes the background and significance of this topic,describes the research status at home and abroad,and expounds the research methods,research content and innovation.The second part introduces the concept of profitability and the related theory of Du Pont financial analysis system,which lays the foundation for the following analysis and Research on the profitability of Bright Diary.The third part first introduces the basic situation and current situation of Bright Diary,then analyzes the general profitability of it,and then uses Du Pont financial analysis system to make a comprehensive analysis of the profitability of it and draw conclusions.The fourth part compares the main profit indexes of Bright Diary with Yili,the leading enterprise of the industry,and San Yuan,which has similarities with Bright Diary.The fifth part puts forward corresponding countermeasures and suggestions for the problems of Bright Diary to help enterprises improve their profitability.The sixth part summarizes the analysis and research of this paper,summarizes the shortcomings of this paper and makes a prospect for the future.