摘 要
在如今的中国，企业不得不面对的外部环境和内部环境日益复杂,企业的盈利能力已经成为衡量一个企业生存和发展的重要手段,直接关系到公司的可持续经营管理的能力水平,是企业利益相关人最关心的财务核心能力,同时,也是财务分析的一个重要方面。因此,分析企业盈利能力尤为重要。作为企业管理者,如何分析企业盈利能力越来越重要,它与企业的管理战略的生存和发展密切相关。它是企业营销能力、获取现金能力、降低成本和避免风险的综合体现,也是企业经营成果的每一个环节的表现。一个正确的决定对投资者和投资者的投资,作为企业可以保留其资本的基础;债权人将通过分析利润的准确评估企业的债务能力,控制信贷风险。所以不管投资者、债权人和企业管理人员,越来越重视企业盈利能力的分析。本文利用盈利分析理论，针对企业具体实例进行盈利能力分析，并提出相应改善措施，从而正确掌握分析的方法。
关键词:盈利能力指标; 盈利能力因素; 企业规模; 财务战略; 盈利能力分析
ABSTRACT
In today's China，Enterprises have to face the external environment and internal environment of increasingly complex, the profitability of enterprises has become the measure of an important means of enterprise survival and development, is directly related to enterprise sustainable management ability of high and low, and this is also the enterprise interest related people most concerned about one of the core financial ability, at the same time, also become an important aspect of financial analysis. Therefore, the analysis enterprise profit ability is particularly important. For enterprise managers, how to analyze enterprise profit ability more and more important, it is related to the management of the enterprise strategy and survival and development. It is the enterprise marketing ability, ability to obtain cash, the ability to reduce cost and avoid risk integrated embodiment, is also the manifestation of every link of enterprise operating results. A right decision for investors and investors the investment, as the basis of enterprise can preserve its capital; Creditors will through the analysis of profit to accurately evaluate the debts of the enterprise ability, control the credit risk. So whether investors, creditors and enterprise management personnel, are increasingly attach importance to corporate profitability analysis. Specific examples in this paper, using the theory of profit analysis, in view of the enterprise profitability analysis, and put forward the corresponding improvement measures, so as to correctly grasp the method of analysis.
Key words:Profitability indicators; Profitability factors; The enterprise scale; The financial strategy; Profitability analysis
目 录
一、企业盈利能力理论 .............................................. 1
（一）企业盈利能力的内涵 ......................................... 1 （二）企业盈利能力的意义 ......................................... 1 （三）企业盈利能力非财务因素分析 ................................. 2
1.市场占有率 .................................................. 2 2.顾客满意度 .................................................. 3 3.企业的创新能力 .............................................. 3 （四）影响企业盈利能力的因素 ..................................... 4
1.影响企业盈利能力的主要因素 .................................. 4 2.影响企业盈利能力的其它因素 .................................. 4
二、汇源果汁盈利能力案例分析 .................................... 5
（一）公司简介 ................................................... 5 （二）北京汇源饮料食品集团有限公司案例 ........................... 6
1.资产报酬率 .................................................. 7 2.股东权益报酬率 .............................................. 7 3.销售毛利 .................................................... 7 4.销售净利率 .................................................. 7 5.成本费用利润率 .............................................. 8 6.每股利润 .................................................... 8 7.每股净资产 .................................................. 8 8.市盈率 ...................................................... 9 （三）总结 ....................................................... 9
三、企业盈利能力分析指标的改进和注意事项 ..................... 10
（一）提高企业盈利能力的措施 .................................... 10
1.节约成本，提高收入 ......................................... 10 2.提高企业的现金流动能力 ..................................... 10 3.提高企业的总资产营运能力 ................................... 11 4.加强企业财务风险控制能力 ................................... 11 （二）盈利能力分析中应重点关注的问题 ............................ 12
1.会计政策的变更 ............................................. 12 2.市场环境的变化 ............................................. 12 3.企业战略的发展 ............................................. 13
结语 ...................................................... 13 参考文献 .................................................. 14 致谢 ...................................... 错误！未定义书签。
