麦当劳盈利能力SWOT分析及对策研究.docxVIP

摘要 盈利能力是企业的资金或资本增值能力，分析盈利能力，不仅能更充分的了解企业经营管理方式，还能学习到有用的盈利方法，营销策略。也能从中发现企业发展中遇到的各类问题，深入研究，趋利避害，更好地帮助自身和企业的发展。 麦当劳通过独特的经营模式和策略，品牌号召力，成为全球排名前十的大型跨国连锁企业。近年来，麦当劳不断深入中国市场，本文以SWOT分析为基础，通过盈利相关指标和分析方法，结合2015年-2018年麦当劳企业的相关财务数据统计，进行麦当劳的盈利能力分析，并分析盈利原因，发现问题，进行对策研究。研究结果发现，四年中2018年的盈利能力最强，四年来盈利能力稳步提升，并发现原因，提出提高盈利能力的相关建议，这将对麦当劳企业的经营管理具有一定的现实意义。 关键词:盈利能力 ?指标分析 ?麦当劳 Abstract Profitability is the capital or capital value-added ability of an enterprise. It can not only fully understand the management mode of the enterprise, but also learn useful profit methods and marketing strategies. It can also find all kinds of problems encountered in the development of enterprises, study deeply, seek advantages and avoid disadvantages, and better help themselves and enterprises to develop. McDonalds has become the top 10 multinational chain in the world through its unique business model and strategy and brand appeal. In recent years, McDonalds has been going deep into the Chinese market. Based on the SWOT analysis, this paper analyzes the profitability of McDonalds based on the profit-related indicators and analysis methods, combined with the relevant financial data of McDonalds enterprises from 2015 to 2018. And analyzes the profit reason, discovers the problem, carries on the countermeasure research. The results of the study showed that the profitability of 2018 was the strongest in four years, and steadily improved over the past four years, and found out the reasons for this, and put forward some suggestions to improve profitability. This will have a certain practical significance to the management of McDonalds enterprises. Key words :Profitability Index analysis McDonalds 目录 1．绪论 2 1. 1研究背景 2 1.2研究意义 3 2．麦当劳概况 3 2.1发展历程 3 2.2麦当劳在中国发展现状 4 2.3麦当劳的管理模式 5 2.4财务状况 6 3.盈利能力相关理论 7 3.1盈利能力概念 7 3.2盈利能力分析概述 7 3.3盈利能力的各项指标 8 3.4、分析盈利能力的方法 8 3.5麦当劳盈利能力分析的杜邦分析法 9 4.麦当劳SWOT分析 11 5.总结与建议 13 6.参考文献 16 7.致谢 17 1．绪论 1研究背景 随着经济全球化的发展，跨国企业日益发展，服务行业，餐饮业也深受欢迎，其中麦当劳是全球排名前十的跨国连