七煌官网,罗家烈,邯郸吧
Strategic financial management战略财务管理
内容
1.0简介2
2.0财务亮点3
3.0财务分析3
3.1盈利率3
3.2效率比率5
3.3流动资金比率5
3.4财务比率6
3.5现金比率7
3.6市场价格8
4.0分段分析和2016年第Q1-Q3 9
5.0竞争对手分析10
6.0营销11
6.1产品11
6.2价格12
6.3放置12
6.4促销活动12
7.0人力资源管理分析12
8.0操作14
9.0优点和缺点14
参考文献15
附录16
Contents
1.0 Introduction 2
2.0 Financial highlights 3
3.0 Financial analysis 3
3.1 Profitability ratios 3
3.2 Efficiency ratios 5
3.3 Liquidity ratios 5
3.4 Finance ratios 6
3.5 Cash ratio 7
3.6 Market price 8
4.0 Segmentations analysis & Q1-Q3 in 2016 9
5.0 Competitor analysis 10
6.0 Marketing 11
6.1 Product 11
6.2 Price 12
6.3 Place 12
6.4 Promotions 12
7.0 HRM analysis 12
8.0 Operations 14
9.0 Strengths and weaknesses 14
Reference 15
Appendix 16
1.0 Introduction介绍
Background information背景信息
亚马逊是提供在线商务服务的最大公司之一。今天，作为世界上最成功的公司之一，亚马逊宣称要成为地球上最以客户为中心的公司。亚马逊向数以百万计的卖家、作者和开发者提供服务，它建议所有的客户都是公司唯一的考虑因素。亚马逊预计未来将长期持续增长。
Amazon is one of the largest companies which provide services in online commerce. Today, as one of the most successful companies in the world, Amazon claims to seek to be the Earth’s most customer centric company. Providing services to millions of sellers, authors, and developers, Amazon suggests that all the customers are the only consideration in the company. And Amazon expects to grow sustainably in the future in the long term.
History历史
亚马逊于1997年完成了纳斯达克全球精选市场（AMZN）的首次公开发行。在20年的发展过程中，公司的盈利能力和长期可持续性不断提高，尤其是在2015年的年度报告中。
Amazon completed the initial public offering in 1997 on NASDAQ Global Select Market (AMZN). During the development of 20 years, the company has become more profitable and long term sustainable, especially in the annual report of 2015.
Recent issues最近的问题
Announce Rapids- A playful approach to reading for children宣布拉皮兹-一种有趣的儿童阅读方法
Launch Original Kids Holiday Specials推出原创儿童假日特价商品
Announces Amazon Wind Farm US central 2宣布亚马逊风电场美国中部2号
Business业务
电子商务在今天面临着巨大的挑战。该行业发展迅速，竞争激烈。因此，公司在全球市场开发新产品和服务，以寻求在激烈竞争中成长。
E-commerce experiences a huge challenge in the current day. The industry is developing rapidly and intensively competitive. Accordingly, the company develops new products and services in global market to seek growth in the intensive competition.
Main products and services主要产品和服务
Online services在线服务
Advertising services广告服务
Co-branded credit card agreements联名信用卡协议
Amazon Web Service (AWS)亚马逊网络服务（AWS）
Segments information
In the beginning of 2015, the company changes its reportable segments, from North America and International to North America, International and AWS. The strategic change reflects the desire and expectation of the company. Adding the Amazon service into the segments is proved to be feasible because the new segments does bring much profit to the company in the year of 2015.
Table 1
2.0 Financial highlights
2015 seems to be a great year for Amazon. Due to the long term strategy claimed by the CEO, the sales experience sustainably accelerating in the recent years. Besides, the outcome is enlightening for the investors. net income grows in 347% compared to the last year.
Table 2 Financial highlights (in millions)
3.0 Financial analysis
The company clearly reveals its desire of long term success in all the annual reports since 1997. According to the corporate report, Amazon releases its report distinctively by placing 1997 letter to the shareholders in the top of all the annual reports. The financial results in 2015 prove to be forwarding looking statements, in accordance with the suggestion of the management. Indeed, the trend of development in recent years mirrors the long term sustainability of the company.
Table 3 Financial results (in millions)
3.1 Profitability ratios
Sales keep growing in the recent five years, which reveals the strong competiveness. However, the profitability is not as satisfying as it is expected. In fact, the margin is comparably low. Especially in the last year, the margin is below 1%, resulting to the financial loss. According to the annual reports, the management regards effect of movements in foreign currency exchange rates as one of the important reason to explain the profitability change. Besides, the company believes that offering low prices to the customers is fundamental to the future success.
Operating profit margin: Increased from 0.25% in 2014 to 2.82%. The number is clearly the best in the five years. It seems that AWS does work in saving the business.
Graph 1
 The return of assets: Increased from 0.38% in 2014 to 3.72% in 2015. the number remains in the steady level in the recent years except 2014, when the profits experience a large drop. tabel5
3.2 Efficiency ratios
Turnovers: Total assets turnover decreases slightly from 1.48 in 2014 to 1.32 in 2015. Fixed assets turnover decreases from 5.02 in 2014 to 4.09 in 2015. Inventory turnover decreases from 7.99 in 2014 to 7.73 in 2015. Days receivables: Increased from 29.23 in 2014 to 29.58 in 2015.
In all, the efficiency of the operating keeps in the steady level in recent years. But the inventory turnover and receivables deserve attention because the ratios deteriorate consistently. However, the company claims in the report that cash flow is strengthened.
Table 6
Graph 2
3.3 Liquidity ratios
3.4 Finance ratios
Leverage: Decreased from 5.07 in 2014 to 5.89 in 2015. The liabilities are increasing in the straight five years.
Interest burden: Decreased from 2.18 in 2014 to 1.21 in 2015. Except for the last year, the interest burden is consistent in these years.
Interest coverage: Increased from 0.85 in 2014 to 4.86 in 2015. The number can be explained by profits increasing.
Long term risk of default is unsteady. On the one hand, the debts remain in the same level. On the other hand, the unsteady profits change dramatically, due to the unexpected trend of interest coverage. |
