Research On The Financial Strategic Management Of Red Star Maying Based On The Harvard Framework

With the emergence of the unknown goat milk industry in recent years and the explosive development,the once rare marginal goat milk products are gradually accepted and popular in the market,the market space of goat milk powder shows a rapid growth trend,goat milk consumption has moved from the introduction period to the growth period.How to make use of their own resources,geography and product advantages to gain market in the fierce industry competition,it is particularly important for the top management to choose the financial strategy which matches the enterprise development plan on the basis of understanding the company's operating conditions and profitability level.This article takes the Shaanxi Hongxing Meiling Dairy Co.,Ltd as the research object,and makes an in-depth analysis of its comprehensive financial ability by using the Harvard analytical framework which has obvious advantages over traditional financial analysis,including strategic analysis,accounting analysis,financial analysis and Prospect analysis.In the strategic analysis,the paper analyzes the internal and external environment of Hongxing Meiling antelope and chooses the strategic path suitable for its current development;in the accounting analysis,it chooses the accounting analysis of the subjects which account for a large proportion of the assets of Hongxing Meiling antelope,and considers that the choice of accounting policies and accounting estimates meet the requirements of accounting standards;and in the financial score.In the analysis,based on the financial statement data of Hongxing Meiling Link from 2014 to 2016,this paper selects the most representative and best indicators to reflect the financial capacity,and analyzes the trend and ratio.It is found that the company has a good momentum of development and financial situation,but its profitability,solvency and operating ability are at a higher level in the same industry.On the basis of this,there are also some problems,such as low efficiency of asset management,high operating costs and unreasonable capital structure.Finally,according to the opportunities and challenges faced by the dairy industry,the future development of the industry is forecasted.Based on the analysis of the Harvard Framework,this paper studies the relationship between the Harvard Framework and the financial strategy,finds that there are some problems in the financial strategy management,and investigates its causes.This paper starts with the three levels of competitive strategy,financial analysis and financial strategy,and introduces Du Pont analysis into the financial analysis of the company.The financial situation is analyzed as a whole,and then the problems and causes in the financial strategy management such as financing strategy,investment strategy and income distribution strategy are studied.The general financial strategy plan is formulated according to the problems existing in the management,and the strategies to improve the financial strategy management of Hongxing Meiling antelope are put forward?Based on the analysis of the Harvard Framework and the guidance of the General Financial Strategy Plan,the results show that in the field of financing strategy,Red Star antelope should adopt diversified financing channels,combining internal financing,external equity and bond financing;in the field of investment strategy,Red Star antelope should make diversified investment to avoid.Only a single investment in the construction of fixed assets,intangible assets,self-built dairy breeding base and other long-term assets brought about by the operating risks;income distribution strategy,should fully consider the company's expansion of the financial support required,should adopt more retained,less distribution of dividends distribution program.Aiming at the problems in the development of Hongxing Meiling antelope's financial strategy,this paper discusses the guarantee of implementing Hongxing Meiling antelope's financial strategy from the aspects of system innovation,capital structure,risk prevention and control,with a view to further improving the company's financial strategy management and achieving sustainable development.