我国零售业上市公司经营业绩评价以唯品会为例.pdfVIP

Advertising research based on price-quality matrix Abstract Since the reform and opening up, Chinas economy has been growing, The quality of peoples life has been greatly improved, and the consumption level has been continuously improved. Therefore, the retail industry in China has developed rapidly, and the market has great c-ompetitiveness. Facing the challenges from home and abroad, it is urgent for Chinas retail -industry to improve the operating performance of listed companies. This paper analyzes the internal and external environment of Chinas retail industry by SWOT analysis.On this basis, combined with the financial data of the case company vipshop in recent three years, the paper analyzes a series of financial ratio indexes of equity coefficient and return on net assets of vipshop, and then evaluates its profitability, operation ability and liability ability. This paper draws a conclusion on the business performance of Chinas retail industry, and finally gets some enlightenment according to the conclusion. Key words: Retail; Operating Performance; SWOT Analysis; DuPont Analysis II 目 录 摘 要I AbstractII 一、绪 论1 （一）选题的背景与意义1 1.选题的背景1 2.选题的意义及目的2 （二）文献综述与研究现状2 （三）研究内容及方法3 二、企业经营业绩评价概述3 （一）企业经营业绩的概念3 (二）企业经营业绩评价4 （三）企业经营业绩评价的方法4 1.国有资本金绩效评价法4 2.经济增加值法5 3.数据包络分析方法5 三、零售企业经营环境分析与经营业绩评价5 （一）SWOT 分析模型的概述 5 （二）基于SWOT 分析法对零售企业经营环境分析5 1.优势（Strengths）6 2.劣势（Weakness）6 3.机会（Opportunities）6 4.威胁（Threats）6