摘要：判断一家企业的盈利能力如何，不仅要立足于效益，更要立足于效率。如果只分析毛利率、净利润率这样的效益因素显然是不够的，还必须要牢记周转率这样的效率因素，这样才能对企业的利润有一个全面的考量。企业的财务分析有很多种方法，其中比率分析的方法可以得到企业的周转率，周转率的指标又叫做营运能力，所以营运能力是企业财务分析的一个重要组成部分。行业环境、战略定位以及战略的执行会产生不同的经济活动，所以描述这些经济活动的财务数据就会发生变化，其中代表企业营运能力的指标也会随之变动。41792
本文以营运能力的五大指标为理论依据，通过描述营运能力的内容、影响企业营运能力的因素，全方位阐述企业营运能力的具体情况。并以四川长虹公司为例，结合家电行业的变化，具体分析了该企业营运能力的实际情况，从而对该企业的营运能力做出判断与了解。本文还重点关注了影响企业营运能力的三大因素，提出行业环境、战略定位以及战略的执行会影响一个企业的营运能力。
毕业论文关键词：营运能力；周转率；财务指标；企业战略
 Company Operation Analysis - A Case Study of Sichuan Changhong
ABSTRACT：How to judge a company's profitability, not only to be based on efficiency, but should be based on efficiency. If only the gross profit margin, net profit margin of such benefit factor is clearly not enough, we must also bear in mind that turnover such efficiency factors, so as to profit enterprises have a comprehensive consideration. Financial analysis of the enterprise there are many ways in which the ratio analysis method can be enterprise turnover, turnover rate indicators also called operating capacity, It is an important part of corporate financial analysis. Industry environment, the choice and execution of strategy will produce different economic activities, these economic activities will change financial data, including indicators on behalf of business operations capabilities will also change.
In this paper, five indicators operational capabilities as the theoretical basis, by describing the contents and factors of the operating capacity, comprehensive set forth the specific situation of enterprises operating capacity. And Sichuan Changhong's case, combined with changes in the home appliance industry, analysis of the practical enterprise's operating capacity, which the enterprise operating capacity judgment and understanding. The article also focuses on three major factors that affect the ability of business operations, raise industry environment and the implementation of strategic position, the strategy will affect a company's operating capacity.
Key Words: operating capacity；turnover；financial indicators； corporate strategy
 目   录
摘要Ⅰ
Abstract-Ⅱ
目录Ⅲ
一、营运能力的概述-1
（一）比率分析-1
（二）反映营运能力的五大指标1
二、影响企业营运能力的因素-3
（一）行业因素的影响3
（二）企业战略选择的影响    -4
（三）企业战略执行的影响5
三、案例分析——以四川长虹为例-7
（一）家电行业分析-7
（二）四川长虹营运能力纵向分析    -8
（三）四川长虹营运能力与同行业比较——以海信为例-11
（四）企业营运能力与盈利能力的关系- 14
（五）四川长虹存在的问题及解决措施- 15
四、结束语-17
 参考文献-18
 一、营运能力的概述
（一）比率分析
我们都知道财务分析有很多种方法，例如：同型分析、比率分析、现金流分析等，它们都是财务分析当中不可或缺的组成部分。在这之中，比率分析是我们分析企业营运能力一个重要的工具。在我们进行企业营运能力分析之前，必须先了解一下比率分析。 四川长虹企业营运能力分析:http://www.751com.cn/guanli/lunwen_41978.html