Research On The Financial Performance Of Ctrip Under The New Coronavirus Epidemic

With the rapid development of China ’s economy,tourism is also booming with the improvement of residents ’ income level.The tourism industry has become a key development project of the country,and its position and role in the national economy are particularly important.However,at the beginning of 2020,the outbreak of the new coronavirus epidemic,a global public health crisis,has hit the development of China ’s tourism industry hard.In the face of such emergencies,Ctrip,as a leading online travel service company in China,has also been seriously affected.Therefore,based on the current reality,from the perspective of financial performance,this paper takes Ctrip as the case study object,analyzes the impact of the epidemic on the financial performance of Ctrip,and finds out the shortcomings exposed by Ctrip under the impact of the epidemic.Based on the post-epidemic period,the corresponding optimization suggestions are put forward to provide reference for Ctrip and its peers,so that the company can develop healthily and long-term.This paper first analyzes the company ’s operating conditions and changes in financial indicators caused by the new coronavirus outbreak,and further understands the causes of Ctrip’s insufficient financial performance caused by the epidemic in the form of questionnaires,hoping to provide some reference for the following analysis results.Then,based on the efficacy coefficient method,the financial performance evaluation system is constructed,the entropy method is used to give the weight of each index,and the efficacy coefficient method is used to calculate the score of each index.The comprehensive evaluation of Ctrip ’s financial performance under the influence of the new coronavirus epidemic is carried out,and the traditional financial indicators and peers are compared horizontally to analyze the problems reflected by the financial performance of Ctrip under the impact of the epidemic.Finally,with the gradual improvement of the epidemic,the comparative changes of the improved financial indicators are analyzed,and the problems exposed by the company during the new coronavirus epidemic are analyzed.Whether these problems have been improved or still exist with the weakening of the epidemic.Through analysis,it is found that the problems reflected by the financial performance of Ctrip under the influence of the new coronavirus epidemic are mainly caused by the blind expansion before the new coronavirus epidemic,excessive cost,slow turnover of accounts receivable,and monotonous profit acquisition.Therefore,in view of the outstanding problems existing in the financial performance of Ctrip,the countermeasures for improving the financial performance in the post-epidemic period are put forward : first,the use of funds should be strengthened in the subsequent development;second,strengthen the control of cost;the third is to enrich the business form and promote the rapid recovery of its profitability;fourth,strengthen the management system of accounts receivable;Fifth,establish a sound risk control system.By analyzing the financial performance of Ctrip under the new coronavirus epidemic,this paper hopes to provide a basis for the management decision-making of Ctrip in the post-epidemic period under the influence of the new coronavirus epidemic,and has certain reference value for other similar enterprises and tourism-related industries in making management decisions.