S Provincial Tobacco Commercial Enterprise's Financial Performance Evaluation And Promotion Strategies

The tobacco in dustry in China implements a monopoly policy which has enabled China Tobacco Company and its subsidiaries to occupy a monopoly position in the domestic tobacco market,and has made the tobacco industry a high-tax and high-profit industry which brings huge revenue to China's finances every year.As a state-owned enterprise with excellent economic benefits and the pillar role of the national economy,evaluating the tobacco company's financial performance is an important condition for promoting the long-term and healthy developmet of the tobacco industry.Only by fully krowing the financial operation status of the enterprise and accurately understanding its financial performance level can we help the company to improve its operating strength in a targeted manner.The S promance where S Provincial Tobacco Commercial Enterprise is located is the corh province of Northwest China.Consequeltly.the development of S Provincial Tobacco Comuercial Enterprise has a significant impact on the development of China's overall tobacco induspry.Therefor,this article selects S Provincial Tobacco Commercial Enterprise as the research object atd establishes a scientific and reasonable financial performance evaluatiop system to conduct financial performance evaluation research,which will provide a realistic role for the better development of the tobacco industry.This article is based on the basic principles of performance evaluation index selection.referring to the "Tobacco Commercial Enterprise Benchmarking Indicators" and "Enterprise Performance Evaluation Standard Values" published by the State Tobacco Monopoly Administration,taking into account the current status and characteristics of th e tobacco industry,by summing up the indicator s selected by various scholars,have established the S Provincial Administration,taking into account the current status and characteristics of the tobacco industry,by summing up the indicators selected by various scholars,have established the S Provincial Tobacco Commercial Enterprise's financial performance evaluation system,which specifically includes four indicators of efficiency,quality,risk and growth.The entropy weight method is used to calculate the index weights,and the financial performance comprehensive evaluation scores for the five years from 2014 to 2018 are calculated.The weight and scores are used to analyze the operating conditions of the enterprise.The research results show that controlling costs is one of the important measures to improve the financial efficiency of the company.S Provincial Tobacco Commercial Enterprise needs to strengthen cost controlling and further improve the cost-effectiveness ratio to improve the efficiency of the company.The overall risk index scores of S Provincial Tobacco Commercial Enterprise is poor,which indicates that the company needs to face up to the importance of risk factors to financial performance and comprehensively improve its risk response ability and consummate the enterprise's financial risk prevention system.The operating level of the subsidiaries is quite different,the development is uneven,and the operating condition of some companies is unstable and fluctuating greatly in different years.S Provincial Tobacco Commercial Enterprise needs to establish a financial performance evaluation information system to strengthen the communication between the subsidiaries,and provide management advice to the companies with low financial performance scores.