| As an agriculture-based country, in the situation of In-depth development of China’s market economy and the institution has been improved, whether it is from the organization, or from the operation point of view, modern agriculture has been a paradigm shift from the past traditional model, at the same time a introduction of agricultural industrialization operation mode, a large number of enterprises is a good proof of this development model. Agricultural listed companies have a great role in promoting the development of agriculture, so its profitability and results of operations so greatly affect the development of modern agriculture.XZ Jujube is C hina’s largest production dates as the center of an agricultural company, with advanced technology, excellent management, and multi- level variety, coupled with advanced marketing concept, has been market recognition. The whole company has four production bases in China, while the company as well as 8,000 acres of raw materials base, under which there are eleven subsidiaries and a non-controlling, the company’s employs are more than a thousand, and its products sell to hundreds of large and medium cities in the country, as well as thousands of stores through various distribution channels. XZ Jujube is a large agricultural enterprise who mainly product and process jujubes.XZ Jujube Listed in 2011, but after the successful listing have a significant decline of performance increasing. The company exists many problems, such as since that the company’s business in the market has met a lot of pressure, the company is inadequate preparing for listing,and there is a big problem in the company’s profitability. XZ Jujube in the end use what kind of development strategy can maintain a certain advantage in the market competition, and how it can achieve its full and sustainable development of the company are important issues facing the company. On this issue, this paper will analyze its profitability as a starting point, meanwhile according to XZ Jujube industry’s development, not just for the company to conduct a comprehensive analysis of profitability, but also on the impact of the non-profitability of the company financial factors also made a comprehensive analysis, and make a depth analysis to XZ Jujube industry in the production and management problems. Then, on this basis, propose not only solutions to the problems, but also the scientific and reasonable development strategy to enhance the company’s future profitability.After the study of this topic, I found the following three questions :(1) to the financial perspective, In recent years, the company’s financial situation is not ideal, the company’s profitability is in a poor condition;(2) From the factors affecting the profitability of view, XZ Jujube lack of maturity date industry operating experience, but there is still a large number of issues to be resolved, these problems also the key factors hinder the formation of corporate earnings;(3) analysis of the above- mentioned problems, I shell point out: XZ Jujube industry should implement the strategic transformation of business development strategies; build their own brand and expand market share; use aggressive marketing strategies; strengthen cost management; strengthen financial management functions.In this article, the author see profitability as a starting point, from many aspects of the business profitability, development strategies and marketing ideas, analyzing the current profitability of the enterprise, there are a lot of agricultural enterprises can’t function properly after listed on the market, specifically in the operating results appear landslide and decentralized operations. Research on this topic, you can play a further reference to the future development of agriculture in other similar listed companies. |
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