"Li Ning" Strategic Transformation Research Based On Analysis Of Financial Statements

Into the21st century, the economy has entered a period of rapid development, at the same time, economic and management research is constantly evolving, occupies an important position in the accounting discipline is also constant innovation and development in management to adapt to today’s changing economic situation. In the process of economic globalization of trade, accounting facility is particularly important, it is a special language of economic exchange of data between companies in different countries. Financial reporting, corporate finance as the final result reflects the accounting recognition and measurement, recording and reflecting the company’s financial position, operating results and cash flow situation. Financial statements are the core content of the financial report, it is useful to provide decision-making information to the media and channels users of financial reports. Listed companies are required to publicly disclose the full financial statements, so many stakeholders, such as investors, creditors, customers, suppliers and other more comprehensive understanding of the entire company. The traditional financial statement analysis, financial statements only to convert the data into useful information to help users of financial statements to improve decision making. Strategic Transformation analysis based on corporate financial statements, since the data is on the financial statements of listed public companies in-depth analysis, combined with the strategic model, after its transformation to make a comparison, draw some conclusions, we can see the advantages of its strategic transformation inferior.In this paper, respectively, SWOT analysis and five forces model analysis explained, and then Li Ning company’s overall conduct a brief overview. Since the turn of the year2004-2012. listed Li Ning company financial data of the aspects of the company’s short-term solvency and long-term solvency, operations, profitability and other financial statements is calculated based on the analysis of commonly used indicators, in accordance with its development process different strategies were compared before and after analysis of its transformation. Also using SWOT analysis and five forces model analysis were further analyzed its strategy. Finally, the different perspectives of Li Ning Company under the strategic transformation of the merits of the results were summarized and concluded:compared to the previous transformation after transformation, the advantages of Li Ning Company faced reduced, weaknesses exacerbated by the entire company caused a certain degree of adverse influence, of course, the ultimate success of the transformation of Li Ning Company or not, remains to be the test of time.