Analysis And Response Of Performance Fluctuation Under The Change Of Product Strategy

The strategy of an enterprise is closely related to all aspects of the enterprise,affecting the business performance of the enterprise in many aspects,and the performance is the result of the strategic implementation of the enterprise,which intuitively reflects the changes in the financial status brought about by the business activities of the enterprise.Therefore,the analysis of the strategy and business performance of the company,through the optimization of strategy to enhance business performance,has theoretical and practical significance.In terms of research ideas,this paper combs the existing literature and summarizes the relevant theories and methods.On this basis,the analysis framework of this paper is proposed.Firstly,based on the horizontal product strategy and performance comparison within the industry,the four indicators of profitability,solvency,operational capability and growth ability of the enterprise are analyzed,and finds possible shortcomings in the product strategy and financial performance of the enterprise.Combining with the vertical product strategic changes and performance changes of the enterprise,and diagnose the problems in the strategic construction,product arrangement and performance of the enterprise.After clarifying the problems,the main reasons for these problems are analyzed in detail.This paper draws on the workflow of the OGSM model and decomposes the causes of the problem from both financial performance and non-financial performance.In terms of financial performance,it mainly analyzes its performance structure and performance quality,and clarifies the main factors affecting the sustainability of its performance.In terms of non-financial performance,it mainly starts from three aspects: strategic construction,operation management and learning growth,and founds the reasons for its overall decline in performance.Finally,based on the results of the cause analysis,the company proposes targeted and expected solutions to the existing problems from the perspective of the company.At the same time,based on the perspective of ordinary investors,it evaluates the potential risks and development prospects of the company to help investors better understand the investment risks.In the case study of TCL Group,this paper has carried out the following analysis: The first,through the horizontal and vertical strategy and business performance comparison,combining the analysis ideas of DuPont analysis,we found problems in the strategy,product construction and performance of the company.The second,under the guidance of the analysis process,this paper starts from two aspects of financial performance and non-financial performance,and analyzes and summarizes the causes of the problem.The third,after clearing the problems and reasons,this paper proposes corresponding solutions: Strengthen the competitiveness of core business and form a core business chain;Improve the business structure through strategic exit or cooperation with other enterprises;Control the capacity expansion rate and non-main business investment,and actively expand various sales channels to enhance the profitability of the main business.The fourth,this paper evaluates the risks of the company from the perspective of investors,and combine with the expected returns to provide investors with reference for investment decisions.The possible innovations in this paper mainly include the following aspects: The first,combining financial performance with non-financial performance,and comprehensively analyzing the causes of the enterprise's strategy.The second,taking the product construction problem of TCL Group as a case,the improved analysis process was applied,and the case company was analyzed.The third,using a variety of methods to analyze the product construction and business performance of the case company,put forward suggestions for improvement,and evaluate the development prospects and potential risks of the company from the perspective of investors.