Based On Z-score And F-score Model Blue Focus Financial Risk Sensitivity Analysis

With the rapid development of China's market economy and the arrival of the digital age,the rise of China's advertising marketing industry is staggering.As a fast-expanding enterprise representative in the advertising and marketing communication industry,Blue Focus has expanded its M&A rapidly,but its financial risks in business management have gradually increased since 2015.It is necessary to conduct financial risk prevention research.In view of the effectiveness of the risk warning model,this paper analyzes the financial risk and sensitivity factors of Blue Focus based on Z-score and F-score model.By consulting literature and data calculation,case comparison analysis,qualitative research and quantitative research combined.Firstly,the Z and F score models are used to identify the key factors affecting financial risk,and then the sensitivity analysis is carried out.Combined with the company's live analysis,these factors are studied,and the real prediction of the company's risk in the future is given and preventive measures are proposed.Through research,we can see that the two models have higher prediction accuracy,and flexible application of different models and financial indicators,comprehensive research and mutual verification,can enhance the objectivity and accuracy of prediction.First,in the Z-score model study,the key factors affecting the Z-score are X₄?total market value/liabilities total?,X₅?operating income/total assets?,X₃?earnings before interest/tax/total assets?;For X₄>X₅>X₃.In the F-score model study,the key factors affecting the F-value are X₄(total total market value/liabilities,X₃'??after-tax profit+depreciation?/average total liabilities?,X₁?working capital/total assets?;The order of sex is X₄>X₁>X₃'.On this basis,combined with the characteristics of the model,it is concluded that the key and sensitivity factors affecting the Z-score and F-score are X₄?X₅?X₃'?X₃?X₁.Through the Blue Focus financial risk sensitivity analysis,it finds that there is a problem of debt repayment risk caused by the persistent high debt,and the profit level is low,the profitability is weak,and there are also risks such as weak merger and acquisition quality,goodwill and impairment of intangible assets.In addition,its value stock market performance is poor,and the difficulty of financing is also more prominent.Based on this research,the paper puts forward some suggestions and countermeasures to prevent financial risks.It has important practical significance for the enterprise itself,investors or potential investors,creditors and investment decisions.