| In the context of the slowing down of national economic growth,tourism is facing the new requirements of high-quality development.Listed tourism companies are the leading and epitome of the tourism industry,and the output results of their business activities can reflect the overall development trend of the tourism industry.Therefore,in order to achieve high-quality development of the tourism industry,it is inevitable to require the financial quality of listed tourism companies to develop well.However,the COVID-19 pandemic has taken a heavy toll on the entire listed travel industry.In the post-epidemic era,how to use comprehensive and timely financial analysis to break the "dilemma" and find new opportunities for development has become a challenge for listed tourism companies.The traditional financial analysis is lack of non-financial indicators,which can not meet the current needs of tourism enterprise management.This paper draws on the Harvard analytical framework,improves and refines the traditional financial analysis methods,takes Zhangjiajie Tourism Group as the research object,carries out a comprehensive and objective financial analysis,finds the problems existing in the development of the company,and puts forward feasible suggestions.This study is undertaken to use the Harvard analytical Framework to conduct a detailed financial analysis of the 2015-2021 financial reports of Zhangjiajie Tourism Group from four perspectives: strategy,accounting,finance,and prospect.The thesis is divided into five parts:the first part is the introduction,which explains the background,purpose and significance of the research,summarizes the financial analysis of tourism enterprises and the research status quo of Harvard analysis,and determines the research ideas,methods and content of this thesis.The second part is related theory,which reveals the disadvantages of traditional financial analysis methods and points out the advantages of Harvard analytical framework.The third part is the development status of the company,which expounds the development strategy and business plan of Zhangjiajie Tourism Group,and analyzes its operating results and important financial data in recent years.The fourth part is the financial analysis based on the Harvard analytical framework.Through the combination of qualitative and quantitative methods,from the four aspects of strategy,accounting,finance and prospect,the longitudinal analysis and horizontal comparison of Zhangjiajie Tourism Group’s operation in the past 7 years are made,and the development status of the company in all aspects is made in-depth inventory for prospect analysis and risk prediction.The fifth part is about the problems and solutions in the company’s development.Based on the research results,the study summarize the problems in the company’s growth and propose relevant suggestions to adapt the changes in the internal and external environment and high-quality sustainable development.Through the research,it has found that the strategic positioning of Zhangjiajie Tourism Group is in line with the development trend of tourism,but the enterprise also has problems such as aggressive expansion,insufficient brand competitiveness,single types of tourism products,inaccurate feature positioning,single financing channels,high financing risks,high operating costs,and poor control.Based on the problems identified,suggestions are put forward to implement the tourism product differentiation strategy,strengthen business collaboration,revitalize the allocation of tourism assets,pinpoint tourism characteristics,improve the capital structure,innovate tourism financing strategies,quantify cost assessment indicators,and improve the financial internal control system. |
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