Profitability Analysis And Promotion Strategy Research Of Mount Emei Tourism Co.,Ltd

Against the backdrop of the rapid development of the tourism industry,the number of tourism enterprises is constantly increasing,leading to gradually intensifying competition within the tourism industry.In order to enhance the comprehensive competitive advantage of enterprises in the tourism industry,tourism enterprises should focus on improving their profitability.According to existing research results,the profitability analysis results of enterprises are not only related to various financial factors but also influenced by analysis methods.Different types of enterprises face different factors that affect profitability.Therefore,when analyzing the profitability of a company,it should be combined with the macro background of the industry in which the company is located.In the study of corporate profitability,there is relatively little research on the profitability of tourism enterprises,and exploration is generally based on simple financial indicator factors.This paper takes Emeishan Tourism Co.,Ltd.as the research object,based on the relevant financial data of the enterprise from 2015 to 2021,adopts the general financial index analysis,the improved DuPont analysis system and factor analysis method,and combines the factor analysis model to investigate the profitability of Emeishan Tourism Co.,Ltd.The research finds that the profitability of Emeishan Tourism Co.,Ltd.has the following problems:(1)The Asset turnover is too low;(2)Unstable growth in operating revenue;(3)Unstable net profit margin on sales;(4)Insufficient utilization of equity capital.The main causes are:(1)the business model is too simple;(2)Excessive proportion of equity capital in assets;(3)The COVID-19 has led to a downturn in the tourism market.Based on the problems and causes,propose strategies to enhance the profitability of Emeishan Tourism Co.,Ltd.,such as implementing a diversified business strategy,improving the company’s capital structure,strengthening cost and expense management,and establishing a risk prevention mechanism.