电子商务行业作为新兴的第三产业，因为其方便性和便捷性而受到大众的追捧， 也曾因为商品的真伪和价格备受关注，伴随着市场经济和现代信息技术的迅猛发展， 网上购物以及电子商务的观念已经深入人心，成为现今一种新兴的购物方式。本文选 取我国具有代表性的一家电商企业苏宁易购股份有限公司（简称苏宁易购），应用哈 佛分析框架对其进行分析，通过战略、会计、财务和前景四个方面，结合苏宁易购的 战略选择，分析该电商企业存在的问题，以期望能为该公司的管理者提供更好的发展 战略，推动苏宁易购的科学发展。同时也期望能对我国新兴的电子商务行业提供帮助。 本文从苏宁易购的财务报表入手进行分析与研究，将多种分析方法与哈佛分析框 架相结合应用于苏宁易购的财务分析。在战略分析中结合PEST分析方法对苏宁易购 所面临的宏观环境，再结合SWOT分析方法分析苏宁易购目前发展中所面临的优势、 劣势、机遇与挑战；在会计分析方面结合资产负债表对企业的存货和应收账款进行了 分析；在财务分析方面主要结合利润表重点分析企业重要财务指标，运用比率分析和 杜邦分析方法，综合分析苏宁易购的经营情况；在战略分析、会计分析和财务分析的 基础上对苏宁易购进行合理的财务预测并提出科学的发展战略，以期望能为公司的管 理者提供科学的发展规划。 通过对苏宁易购进行全面综合的分析为该企业提出以下建议：在战略方面苏宁易 购应加强品牌建设，增强自身核心竞争力，注重营销理念，横向积极拓展业务范围， 纵向发展新市场；在会计方面应加强存货和应收账款两资产的评估和管理；在财务方 面应控制财务风险，树立节约意识，提高盈利能力和总资产周转率；在前景方面应加 强资本监管，拓展海外市场。 关键词:电子商务，哈佛分析框架，苏宁易购，财务报表 II ThecomprehensivefinancialanalysisofSUNINGbasedon harvardanalysisframework Abstract E-commerceindustryastheemergingofthethirdindustry,becauseofitsconvenience andconveniencebythemasses,hasalsohasdrawnmuchattentionbecauseofthe authenticityandthepriceofacommodity,withtherapiddevelopmentofmarketeconomy andmoderninformationtechnology,onlineshoppingande-commerceconceptalready thoroughpopularfeeling,becomeakindofnewwayofshoppingtoday.Thisarticleselects arepresentativeinChinahomeappliancebusinessenterpriseSUNING.(hereinafter referredtoasSUNING),applicationofharvardanalysisframeworktoanalyzeit,through strategic,accounting,financeandtheprospectsoffouraspects,combinedwithSUNING strategychoice,analysistheproblemsexistingintheelectricitybusinessenterprise, expectingtoprovidebetterdevelopmentstrategyforthecompany'smanagers,promotethe developmentofscienceofSUNING.Atthesametime,itisalsoexpectedtohelpChina's emerginge-commerceindustry. ThispaperanalyzesandstudiesthefinancialstatementsofSUNINGandapplies variousanalysismethodstothefinancialanalysisofSUNINGbycombiningwithharvard analysisframework.Inthestrategicanalysis,combiningwithPESTanalysismethodto analyzethemacroenvironmentSUNINGisfacing,andcombiningwithSWOTanalysis methodtoanalyzetheadvantages,disadvantages,opportunitiesandchallengesSUNINGis facinginitscurrentdevelopment.Intheaspectofaccountinganalysiscombinedwiththe balancesheetoftheenterpriseinventoryandaccountsreceivableanalysis;Intermsof financialanalysis,itmainlyanalyzestheimportantfinancialindicatorsoftheenterprisein combinationwiththeincomestatement,andcomprehensivelyanalyzestheoperating situationofSUNINGbyusingratioanalysisanddupontanalysismethod.Onthebasisof strategicanalysis,accountinganalysisandfinancialanalysis,SUNINGcanmake reasonablefinancialforecastandputforwardscientificdevelopmentstrategy,soasto providescientificdevelopmentplanningforthecompany'smanagers. ThroughacomprehensiveanalysisofSUNING,thefollowingSuggestionswereput III forwardfortheenterprise:intermsofstrategy,SUNINGshouldstrengthenthebrand building,enhanceitscorecompetitiveness,payattentiontothemarketingconcept,actively expandthebusinessscopehorizontallyanddevelopthenewmarketvertically;Inthe aspectofaccounting,theassessmentandmanagementofinventoryandaccounts receivableshouldbestrengthened.Inthefinancialaspect,weshouldcontrolthefinancial risk,establishtheconsciousnessofsaving,improvetheprofitabilityandtheturnoverof totalassets.Intermsofprospects,capitalsupervisionshouldbestrengthenedandoverseas marketsshouldbeexpanded. Keywords:e-commerce,harvardanalysisframework,SUNING,financialstatements IV 目录 摘要.........................................................................................................................................I Abstract..................................................................................................................................II 第1章绪论..........................................................................................................................1 1.1研究背景及选题意义..............................................................................................1 1.1.1研究的背景....................................................................................................1 1.1.2研究意义........................................................................................................2 1.2国内外研究现状......................................................................................................3 1.2.1国外研究综述................................................................................................3 1.2.2国内研究综述................................................................................................5 1.2.3国内外研究评述............................................................................................6 1.3研究内容、方法及主要创新点..............................................................................6 1.3.1研究内容........................................................................................................6 1.3.2研究方法........................................................................................................7 1.3.3主要创新点....................................................................................................7 第2章财务分析概述及哈佛分析框架内容......................................................................9 2.1财务分析的概述......................................................................................................9 2.1.1财务分析的概念............................................................................................9 2.1.2财务分析的目标............................................................................................9 2.1.3财务分析的方法..........................................................................................10 2.1.4财务分析的作用..........................................................................................10 2.2哈佛分析框架的内容............................................................................................11 2.2.1战略分析......................................................................................................11 2.2.2会计分析......................................................................................................12 2.2.3财务分析......................................................................................................12 2.2.4前景分析......................................................................................................12 2.2.5哈佛分析框架各分析之间关系..................................................................12 2.3哈佛分析框架应用于企业财务分析的必要性....................................................12 沈阳大学硕士学位论文 沈阳大学硕士学位论文 V 第3章苏宁易购基本情况概述........................................................................................14 3.1苏宁易购简介及发展历程....................................................................................14 3.1.1苏宁易购简介..............................................................................................14 3.1.2苏宁易购发展历程......................................................................................14 3.2苏宁易购的组织框架............................................................................................15 3.3苏宁易购业务概况和财务指标............................................................................16 3.3.1苏宁易购业务概况.........................................