基于哈佛分析框架下安踏体育公司的财务分析.docxVIP

PAGE 38 PAGE 1 基于哈佛分析框架下安踏体育公司的财务分析 摘 要 经济发展节奏越来越迅速，生活水平提高，人们对提高身体素质以及丰富业余生活也愈加重视。体育运动成为人们工作学习之余最受欢迎的锻炼方式。在改革开放之后，国内的体育品牌迅速发展，同时也存在着巨大的挑战。即使我国体育用品市场已经涌现出像安踏、李宁、361°等具有巨大发展潜力的民族体育品牌，但与世界知名品牌耐克、阿迪达斯相比，还具有一定差距。安踏作为我国体育用品行业的引领者，对其进行财务分析研究，这有助于了解及预测该企业和我国体育行业的现状及未来。 本文以我国安踏体育品牌为线索，哈佛分析框架为主导，通过对其财务数据的整合和分析来揭示在哈佛分析框架下安踏品牌的现状以及未来的发展潜力。本文共涉及五大部分：第一部分为研究背景的介绍、目的以及研究的意义，研究的内容以及涉及的方法；第二部分是就安踏体育来说，哈佛框架下财务分析的相关理论；第三部分阐述我们选择安踏的原因以及研究；第四部分向大家介绍了安踏体育公司哈佛分析框架下的财务分析；第五部分即是总结及建议。 关键词：安踏体育；哈佛分析框架；财务分析；建议与意义 Financial Analysis of Anta Sports Company Based on Harvard Analysis Framework Abstract With the development of economy and the improvement of peoples living standard, various forms of sports can not only cater to the needs of physical fitness of all ages, but also adapt to their own sports according to their own conditions. Therefore, sports have become the most popular form of exercise in addition to work and study. such as Anta, Lining, 361 °and so on, have emerged in Chinas sporting goods market, there is still a certain gap between them and the world famous brands Nike and Adidas, which is helpful to understand and forecast the present situation and the future of this enterprise and our country sports industry. Taking the national enterprise Anta sports brand as the clue and the Harvard analysis framework as the guide, this paper reveals the present situation and the future development potential of Anta brand under the Harvard analysis framework through the research of various aspects and the integration of the data. This paper is divided into five parts: the first part introduces the research background, the purpose and the significance of the research, of course, it also includes the content of the research and the methods involved; The second part is about Anta sports brand, the relevant theory of financial analysis under the framework of Harvard; The fifth part is a brief summary and suggestion. Keywords: ANTA Sports; Harvard Analytical Framework; Financial Analysis; Rec