| Sports goods listed companies are the main force of the sports goods industry,is the flag of the industry development.The analysis of financial performance is an effective means to judge the development status of enterprises and industries.This paper takes the financial performance analysis of 18 listed sporting goods companies in China as the research object,uses the literature method,mathematical statistics method,Delphi method,entropy method and other research methods,designs the financial performance evaluation indexes of China’s listed sporting goods companies from five levels: solvency,operating capacity,profitability,growth capacity and cash flow,uses the entropy method to calculate,and determines the weight of each index,and finally Construct an analytical model for evaluating the financial performance of my sporting goods listed companies;calculate the comprehensive score of the financial performance of these 18 sporting goods listed companies from 2017-2021 according to the model and rank them;compare the resulting data,and finally summarize and make recommendations.Through the analysis,it is found that the following five problems exist in China’s sporting goods industry: irregular market management and lack of a good development environment;lack of brand competitiveness and influence and a single marketing approach;blind expansion,neglect of profitability and high inventory triggering crisis;poor management of accounts receivable;insufficient investment in product R&D,poor innovation and lack of competitive advantages.In response to these problems suggestions are made from the government level and the enterprise level: firstly,the government,as the regulator of the market,should improve the market system,set strict industry standards,increase supervision,strengthen policy support for high-tech sports enterprises,and appropriately relax the listing standards for sports enterprises;secondly,on the enterprise side,the asset structure should be optimized,a reasonable debt repayment plan should be formulated,and the business operation structure should be adjusted to improve Profit amount,improve business capacity,change the blind expansion mode,avoid high inventory triggering enterprise crisis,integrate marketing strategy,explore new development mode,again strengthen the management of accounts receivable,then to increase innovation,increase investment in product development,expand brand differentiation,and finally to train professional and technical talents to form a strong organizational team for better development of enterprises. |
