Financial Diagnosis Of E-commerce Enterprises Based On Harvard Analysis Framework

With the continuous development of information technology,the rapid development of the network makes the inherent business model at home and abroad gradually change,the rapid development of e-commerce business has become a powerful complement to traditional sales.SUNING Appliance as a typical traditional home appliance retail chain enterprises,is currently in the process of transition from traditional sales to the commercial mode,can help us to understand the industry analysis and forecast the future.The traditional financial statement analysis does not take into account the social environment of the enterprise as well as its business strategy.However,the subjective choice of enterprise accounting policy and enterprise strategy will cause the distortion of financial statements.With the development of accounting theory,it is necessary to introduce financial statement analysis system.This paper is based on the traditional analysis of the report,to join the famous "Harvard framework analysis" theory,through strategic analysis,accounting analysis,financial analysis and Prospect Analysis of financial statements for a complete exposition.In this paper,SUNING as a case,using the Harvard Analysis Framework on its business strategy and financial statement analysis.First of all,starting from the strategic analysis,according to the internal situation of SUNING,combined with the macro environment and industry competition environment,provide a clear positioning,and puts forward the corresponding strategic choice;secondly,analysis of key enterprises accounting policy,to ensure the quality of information;and then through vertical and horizontal analysis of enterprise reporting,and the enterprise specific analysis the relevant indicators;finally,based on the above analysis to make a reasonable evaluation of the enterprise and the future of the industry and forecast.Through the above analysis,SUNING found there are some problems in the management development process.In the strategy,the existing competition among enterprises is very fierce,still larger SUNING and T-mall,the JD in the gap;accounting analysis,should pay attention to inventory and fixed assets management;in the financial situation,the existence of short-term solvency is weak,profitability is lower than industry average etc..On this basis,the article proposes that the company should pay more attention to the strategic influence,to the enterprise financial accounting focus on analysis to ensure that the information is true and reliable,control costs,enhance inventory management,reduce dependence on suppliers of funds.I hope these measures can help SUNING solve the problems encountered in the development of enterprises.