Research On The Profit Quality Improvement Of Xinhu Zhongbao Listed Company Under The Adjustment Of Real Estate Policy

The real estate industry is a pillar industry of my country’s economy and is greatly affected by the policies environment.In recent years,with changes in real estate policy regulation and the epidemic,the development of real estate enterprises has faced huge uncertainty,and small and medium-sized real estate enterprises are under greater pressure,and the quality of their profits is the foundation of survival.Xinhu Zhongbao is a medium-sized real estate company.What is the quality of its profits in the face of changes in the external environment? How to improve? It is an urgent problem to be solved in this paper.Based on the theory of system management and sustainable development profit,this paper sorts out the literature of environmental uncertainty,profit quality connotation,evaluation method and factors affecting the profit quality of real estate enterprises.On this basis,it first theoretically analyzes the changes in the external environment of real estate enterprises and their impact on the profit quality of real estate enterprises;Secondly,a comprehensive evaluation model for the profit quality of real estate enterprises is constructed to make a comprehensive evaluation of Xinhu Zhongbao’s profit quality;The cash flow method is used to evaluate the cash security,safety,growth and sustainability of Xinhu Zhongbao’s profits;Based on the evaluation results,the causes of Xinhu Zhongbao’s profit quality are analyzed;Finally,suggestions for improving the profit quality of Xinhu Zhongbao are put forward.The research found in this paper:(1)Since 2015,the real estate control policy has gone through three stages,namely loose,loose to tight,and continuous tightening;(2)Xinhu Zhongbao’s overall profit quality is lower than that of Xinhu Zhongbao.industry average.The quality of profits in the loose phase of the policy increased;in the phase of easing to tightening,the quality of profits first increased and then decreased;in the phase of continuous tightening,the quality of profits decreased year by year;(3)The reason for the changes in the quality of profits in different policy phases is that in the loose phase,home buyers’ willingness to buy houses increased,the sales revenue of Xinhu Zhongbao Real Estate has increased significantly,which has improved the quality of profits;in the stage of loosening and tightening,due to the pre-sale system and the provisions of the income accounting standards,the time for confirming sales revenue lags,resulting in delayed changes in profit quality;continuous tightening At this stage,the company’s development strategy has become dominated by equity investment,and the real estate business has been relatively stagnant,which has had a serious negative impact on the quality of profits.(4)With the continuous adjustment and changes of housing control policies,Xinhu Zhongbao are faced with huge uncertainties,and the improvement of profit quality needs to start from corporate strategy,adjust the asset structure,improve the operational efficiency of real estate projects,and improve the debt structure,try new financing methods,strengthen team building and actively carry out industry cooperation.The research conclusions of this paper have a certain reference value for Xinhu Zhongbao to evaluate and improve the quality of profits and promote the sustainable development of enterprises under the external environment uncertainty increasing;It has certain reference value for small and medium real estate enterprises to maintain stable and strong development of enterprises.