Financial Analysis Of Jingdong Group Based On Harvard Analytical Framework

With the continuous development of the Internet and the popularization of mobile smart phones,almost every e-commerce platform APP or traffic portal exists on everyone's mobile phone,and online shopping has become an essential part of people's lives.In the field of e-commerce in my country,the major e-commerce plaform companies are fiercely competitive,and Jingdong Group,as a leader among them,occupies a large market share.Due to the limitations of traditional financial analysis methods,excessive attention is paid to financial data,and the analysis of nonfinancial data such as the internal and external environment and future develop-ment prospects of various industries is not combined.Simple financial analysis can no longer satisfy the current e-commerce enterprises' demand.Harvard analysis framework is an extension and expansion of traditional financial analysis.It is more scientific and comprehensive.It mainly analyzes the business and financial status of enterprises from four dimensions: strategy,accounting,finance,and prospect.Therefore,this article chooses the Harvard analysis framework as the main method of JD financial analysis.This article is divided into the following parts: The first part is the introduction,here mainly introduces the background and significance of this research.The second part is a summary of relevant theories,mainly introducing the basic content of financial analysis methods and Harvard analysis framework,as well as the history and current status of financial analysis research at home and abroad.The third part is the overview and strategic analysis of Jingdong Group.The overview mainly introduces the development history,business and basic operating conditions of Jingdong Group.Then,it carries out strategic analysis for Jingdong Group,and uses PEST analysis and SWOT analysis to summarize and analyze Jingdong Group.The current internal and external environment,its own advantages and disadvantages,and the opportunities and threats it faces.The fourth part is to use financial analysis and accounting analysis in the Harvard analysis framework to study Jingdong Group.In the accounting analysis,we mainly use the balance sheet,profit statement,and cash flow statement to analyze Jingdong.The financial analysis is mainly a vertical and horizontal analysis of Jingdong Group from four aspects: debt solvency,profitability,operating ability and development ability.Prospect analysis and strategies adopted are the last part of theHarvard analysis framework.It predicts the prospects of the e-commerce industry market and future new markets and analyzes possible risks,and then provides suggestions and countermeasures on the current problems of JD.com.The sixth part is to draw conclusions to the above analysis.This article is aimed at the financial analysis of the e-commerce industry and hopes to provide some reference for others' research.