彩虹公司营运能力分析.docxVIP

PAGE 14 摘要 如今，移动互联网的发展越来越显著，人们生活方式发生了翻天覆地的变化，生活越来越便利，互联网与移动通讯的结合，让世界充满了创新与活力。也因此，越来越多的企业开始进入移动互联网的营销模式，同时加快了移动互联网的营销发展。彩虹公司是一家从移动互联网服务多年的公司，并于2013年成立，它擅于研发与创新，懂得结合自身优势，利用自身的资源，向外界推出企业的产品与服务，彩虹直销与经销相结合的模式，帮助企业实现转型。过去几年里，由于行业竞争加剧，彩虹公司经营业绩不佳，盈利能力较弱，但公司管理团队根据市场需求及时调整，积极开拓高端定制产品市场和数字营销市场，并走多元化发展之路。如何提升公司的营运能力，是对彩虹公司的一个挑战，需要通过对企业自身的营运周转率进行分析，将公司近几年的相关数据进行对比分析，找出其中的变化，进而发现其问题。因此本文通过对彩虹的相关数据进行分析，并做营运能力分析后发现，彩虹公司存在一些问题，例如：忽视了企业无形资产的重要性、资产结构配置不完善和企业决策者对营运能力分析缺乏重视等问题。针对这些问题，提出了相应的解决方案与对策，提高重视和合理调整结构等，及时进行调整和改善，才可避免造成不必要的损失，提高对企业资产的利用率，进而增强综合实力，稳固在市场中的地位，也可以保障企业的盈利状态，为企业实现往后的经济目标提供了更加准确的方向，做出解决对策，及时应对未知的风险。 关键词：营运能力 周转率 资产利用率 Abstract Today, the development of the mobile Internet is becoming more and more significant, and peoples lifestyles have undergone earth-shaking changes. The combination of the Internet and mobile communications has filled the world with innovation and vitality. As a result, more and more companies have begun to enter the mobile Internet marketing model, while accelerating the development of mobile Internet marketing. Rainbow is a company that has been serving the Internet for many years and was established in 2013. It is good at R D and innovation, understands its own advantages, uses its own resources, and launches its products and services to the outside world. It combines Rainbow direct sales and distribution. Model to help companies achieve transformation. In the past few years, due to intensified industry competition, Rainbow Company ’s poor operating performance and weak profitability, but the company ’s management team adjusted in time according to market demand, actively explored the high-end customized product market and digital marketing market, and took the road of diversified development . How to improve the companys operating capabilities is a challenge to Rainbow. It is necessary to analyze the companys own operating turnover rate, compare and analyze the companys relevant data in recent years, find out the changes, and then find its p