Based On The Financial Analysis Perspective, The State-owned Hotel Listed Company's Operating Performance Analysis And Influencing Factors Research

The hotel industry is an important part of China's tourism industry.According to the statistics of China's tourism statistics,the hotel industry creates 16.68 billion yuan of tax for the state finance every year,providing about 1.51 million jobs for the society every year,which has a good social effect.However,from the perspective of economic efficiency,during the 10-year period from 2007 to 2016,the average annual return on investment in fixed assets of the hotel industry was only 0.25%,the average annual profit margin was only 0.43%,and the profitability was very low.Not only that,the total number of state-owned hotels with a total of 2,254,which contributed 6 times the turnover of foreign-invested hotels by 6 times the volume of foreign-invested hotels,shows that the operating efficiency of state-owned hotels is not satisfactory.On September 13,2015,the central government introduced a new method for the classification and appraisal of state-owned enterprises.According to the new method,the competition-oriented state-owned enterprises will focus on economic benefits and take the preservation and appreciation of state-owned assets as the main goal to win the fittest.How to solve the problem of low profitability of state-owned hotels,improve operational efficiency,and ensure the preservation and appreciation of state-owned assets is imminent.Because the financial information of hotels in non-listed countries is difficult to obtain,this paper attempts to find out the problems and problems in the operation of state-owned hotels with poor performance by comparing and analyzing the performance of relatively well-performing and relatively weak enterprises in state-owned listed companies.The root cause and its influencing factors,and targeted improvement suggestions,to help the underperforming state-owned hotels to improve business performance and ensure the preservatio n and appreciation of state-owned assets.On the basis of summarizing the existing research results of domestic and foreign scholars,this paper firstly constructs an index system suitable for the performance analysis of state-owned hotels,and evaluates and ranks the financial performance of five state-owned listed hotels in 2007-2016 by using the efficacy coefficient method.Sorting results selected Jinjiang shares with relatively good performance scores and relatively poor Huatian Hotel as specific research objects.Next,using DuPont's analysis principle,the relevant financial indicators that reflect business performance are decomposed into the lowest level of raw data,and based on this,they are based on profitability,debt risk,growth ability,asset quality,and new wealth creation ability.The financial performance of Huatian Hotel and Jinjiang Co.,Ltd.carried out a more detailed analysis of vertical and horizontal data,and also incorporated the value-added capacity of state-owned assets into the research scope of state-owned hotels.On the basis of data analysis,combined with the company's strategic development goal plan,annual business plan execution results and specific measures for risk response during the 10-year inspection period of Huatian Hotel and Jinjiang Co.,Ltd.,the results showed that Huatian Hotel with poor overall financial performance was found.In the daily operation and management,there is a chaotic development strategy of the company,and the chain expansion has neglected the constraints of the regional economic development level.In the diversified operation,the main business advantage is not fully utilized.The business model is too dependent on heavy assets and the marketing methods are relatively backward.As well as the problem of unfavorable cost control;in addition,in the analysis,it is also found that there are several points worthy of discussion in the current comprehensive performance evaluation system of state-owned enterprises.The article analyzes and summarizes the factors affecting the business performance of the company from external factors and internal factors,and draws the following five conclusions:1.Senior leaders of state-owned hotels should strive to strengthen learning,broaden their horizons and improve their strategic leadership skills;2.When a state-owned hotel expands its chain operation,it should comprehensively consider the economic development of the target investment area,carefully select the site,and improve the return rate of the investment project;3.State-owned hotels should accelerate the pace of thinking innovation and business innovation,and give full play to the technological advantages of Internet marketing to create more wealth for hotels;4.State-owned hotels should strengthen the control of cost and expenses,strengthen the construction of “green hotels”,and fulfill their social responsibilities while improving economic efficiency;5.The performance evaluation system of state-owned hotels needs to be further improved.At the end of the paper,based on the conclusions of the problems and factors found in the analysis of the results,the recommendations for improving the management of state-owned hotels are proposed in a targeted manner,and the future research is proposed.