《某某年三星诺基亚苹果财务分析》
市场营销——三星,苹果,诺基亚111案例分析
蜂拥而至的手机让我们眼花缭乱：
让我们来看看苹果，三星，诺基亚的现状
诺基亚
三星
苹果
Nokia
市场定位—Nokia把自己定位为市场追随者。 品牌定位—Nokia强调科技以人为本。 长期以来，Nokia形成了兼顾工作与生活的 商务休闲的品牌形象。 Nokia的营销策略的调整，即以整体的品牌 营销转换为对每个产品的形象塑造。
2007年，苹果公司进军手机市场，再次成就了一款明星级便携数 码产品：iPhone。苹果不再局限于定位在一家电脑公司，苹果有成功 的网络、渠道平台技术和服务，还有iPod、iPhone、AppleTV等消费 电子类数码产品。经过两年内的几次软硬件升级，如今的iPhone 3GS 已经可以媲美个人电脑的基本运算功能、同时丰富的娱乐功能加上便 携性，使其成为数码生活的核心产品。 数码生活(中枢)的战略布局。数码生活的核心是使个人能通过一 个终端设备，比如电脑、手机甚至一个遥控器，便利地获取和管理被 联网的、个性化的资源。1998年，个人笔记本电脑已经基本具备了数 码生活中枢设备的特点，但是被联网的资源还十分分散，未有应用功 能上集成度很强的平台，也还没出现个性化的服务。iTune音乐商店 是第一个将版权音乐集成联网的商业平台，客户端可以个性化管理， 同时与便携设备“即插即用”，操作简单，奠定了“数码生活”用户 体验的基础。iPod加iTune虽然仅仅是对数码音乐生活的个性化实现， 但是奠定了苹果公司在数码生态圈中的特殊优势，同时积累了了解数 码中枢使用模式的消费者规模。 2007年第一版的iPhone虽然好像是加入了通话功能的iPod外加高 质量的用户界面，但是因为有苹果公司操作系统的植入，它已经具备 了运行音乐软件以外程序的能力。数码生活不会停留在音乐等娱乐需 求和移动通讯的结合，当用户对随时随地获取联网了的个性化资源形 成习惯，比iPhone更易用的数码中枢终端将不难普及。如果“云端” 存储在业界更普及、用户群更成熟，iPhone、iPad呈现的平台加终端 的方式将会在更广泛的领域发挥优势。
Analysis of Apple苹果财务分析
Analysis of Apple’s financial statements1．Company profileApple Inc. Is an American high-tech company , founded by Steve Jobs , Steve Wozniak and Ron Wayne on April 1, 1976. Apple specializes in the development, manufacture, sales of personal computers, servers, peripherals, computer software, online services and personal digital accessories. 1995 was the year the world's third largest PC supplier, was ranked 'the world's hundred largest information technology company' first top 11, 'the world's 50 largest software companies' 25th. 94, 95 years in the global multi-media market share topped the list.2. Analysis of financial statementsThe financial analysis to the financial report to reflect the financial index as the main basis, evaluate the financial position and operating results of an apple and anatomy, the purpose is to reflect enterprises in the process of operating the pros and cons, financial situation and development trend, for the improvement of the work of enterprise financial management and optimize the management decision to provide important financial information.Financial analysis is not only the premise of financial forecast, but also a summary of past business activities. It plays a role of connecting the preceding and the following. Through financial analysis, an enterprisecan understand the status of its debt paying ability, operation ability, profitability and growth ability, rationally evaluate the operating performance of operators, reward the good and punish the bad, and promote the improvement of management level.According to the company's historical data, the use of ratio analysis and trend analysis, vertical comparison and trend analysis, will also be based on the data's 2019~2017 financial statements, from the operating capacity, solvency,profitability , growth ability to analyze the company's financial situation and operating results in the past three years.3.Financial analysis（1）Operational capacity analysisAccounts receivable turnover rate(In millions)Accounts receivable turnover rate reflects the enterprise accounts receivable turnover speed,The larger the accounts receivable turnover rate, the faster the accounts are collected,the more money can be saved and the enterprise has a good reputation.Through the analysis of the 2017-2019 financial data, it can be found that in recent years, Apple's receivables turnover ratio has been decreasing from 11.2 to 6.9. The days of accounts receivable turnover increased continuously, from 32 days to 52 days.The longer the turnover days of accounts receivable, the longer the debtor's trust time, the greater the risk of bad debt loss.Generally speaking, the higher the receivable turnover ratio is, the better, which indicates that the company has a fast collection speed, short average collection period, less bad debt losses, fast asset flow, and strong solvency. Correspondingly, the shorter the receivable turnover days, the better. If the number of days of actual collection of accounts by the company exceeds the number of days of accounts receivable set by the company, it indicates that the debtor has a long default time and low credit, which increases the risk of bad debt loss. At the same time, it also shows that the company is not effective in collecting accounts, so that the assets formed bad debts or even bad debts, resulting in the current assetsdo not flow, which is very adverse to the normal production and operation of the company. By inquiring relevant information, the main reason for the decrease of Apple's turnover rate of accounts receivable is that the installment payment method is adopted in the sales process of listed products. In the future operation of the enterprise should attract attention.Current asset turnover（In millions )The turnover rate of total assets reflects the turnover speed of total assets. The higher the turnover rate of total expenditure is, the more times the turnover is, and the faster the turnover speed of the total assets of the department is, indicating that the better the effect of the enterprise's asset operation and utilization is, the higher the enterprise's operating efficiency will be, thus enhancing the enterprise's solvency and profitability. On the contrary, it indicates that the ability of enterprises touse assets for business activities is relatively poor and low efficiency, which will eventually affect the profitability of enterprises.As can be seen from the table, the turnover rate of apple's total assets declined year by year, indicating that its asset utilization efficiency was reduced and its operating capacity was weakened.（2）Solvency analysisCurrent ratio( In millions）Quick ratio(In millions)Cash ratio(In millions)Current ratio = current assets/current liabilitiesQuick ratio = quick assets/current liabilitiesGenerally speaking, the higher these two ratios are, the stronger the liquidity of corporate assets is and the stronger the short-term solvency is; otherwise, it is weak. Generally speaking, the current ratio should be more than 2:1 and the quick ratio should be more than 1:1. The current ratio of 2:1 means that the current assets are twice as much as the current liabilities. Even if half of the current assets cannot be realized in the short term, it can guarantee the repayment of all the current liabilities.As can be seen from the above table, the current ratio of apple inc. is lower than 2, but it increases year by year. The current ratio is the ratio of current assets to current liabilities, which is used to measure the ability of an enterprise's current assets to be converted into cash and used for debt repayment before the maturity of short-term debts. It can be seen that thehigher the ratio of apple, the stronger the liquidity of its corporate assets, the stronger the short-term solvency.The cash ratio is generally considered to be above 20%. However, if the ratio is too high, it means that the current assets of the enterprise are not properly used, while the profitability of cash assets is low. The high amount of such assets will lead to the increase of opportunity cost of the enterprise . Overall, apple's short-term solvency is steadily improving.（3）Profitability analysisGross profit on sales is the difference between net sales and cost of sales. If gross profit on sales is very low, it indicates that the enterprise does not have enough gross profit, and the profit level will not be high after expenses are compensated during the period. May also be unable to make up for the period of expenses, loss situation. The profitability of enterprises can be predicted by this index. While Apple's sales gross profit margin in 2018 and 2019 is basically stable, which is 38.34% and 37.82%, with little change, indicating that the enterprise's operatingcondition is stable and its profit is basically stable. Specific query of relevant information found that Apple in the daily operation of the situation of rising costs, at this time in order to ensure a stable gross profit margin of the enterprise selling price also rose accordingly.Net profit on sales refers to the comparative relationship between net profit and sales revenue, which is used to measure the ability of an enterprise to obtain sales revenue in a certain period. How much operating profit can this index cost achieve. It is proportional to net profit, inversely proportional to sales revenue, the enterprise in increasing the amount of sales revenue at the same time, must obtain more net profit accordingly, in order to make the sales net interest rate remains unchanged or increased. Through the analysis of Apple's sales net interest rate, it can be found that it has been stable at around 22% in the past two years, and it is also at the average level in the industry. This shows that Apple has done a good job of controlling costs while expanding sales.Return on equity, also known as return on equity, is the percentage of net profit and average shareholders' equity. It is the percentage of corporate after-tax profit divided by net assets. This index reflects the return level of shareholders' equity and is used to measure the efficiency of a company using its own capital. The higher the index value, the higher the income that the investment brings. In 2019, Apple's return on equity was 55.92, but the higher the index, the better. Among the listedcompanies, few well-run companies have a return on equity of more than 50%, and Apple may have such a high return on equity due to anon-recurring income.（4）growth abilityGrowth rate of total assets, also known as expansion rate of total assets, assets are the resources used by enterprises to obtain income, and also the guarantee for enterprises to repay debts. Asset growth is an important aspect of enterprise development. Enterprises with high development ability can generally maintain stable asset growth. The total asset-liability ratios of 2018 and 2019 are both negative, i.e. -2.56 and-7.44 respectively. Negative Numbers indicate that Apple Needs to pay attention to its investment.Similarly, Apple's total debt growth rate, which was 7.71 in 2018, fell to -4.08 in 2019. The reduction in debt ratios may be due to a number of reasons, but all of them indicate that companies are acquiring fewerand fewer assets through debt. If the enterprise's liabilities continue to grow and the appreciation rate exceeds the growth rate of its assets, it fully indicates that the profitability of the enterprise is far below the growth rate of its liabilities, which will bring greater debt risk to the enterprise.The growth rate of operating profit is also called the growth rate of sales profit. It is the ratio between the growth rate of operating profit this year and the total operating profit of the previous year. It reflects the increase or decrease of operating profit. Apple's operating profit growth dropped from 15.57 to -9.83 in 2018-2019, indicating a decline in operating conditions. Combined with the first two indicators, Apple's ability to grow in the past two years has been declining, and the management needs to be noticed. In addition, Under the impact of Huawei's 5G technology, Apple's future development ability is not expected.4. Summary and SuggestionsThrough the financial analysis of Apple, the status of apple's debt paying ability, operating ability, profitability and growth ability is understood. It is found that although some indicators of Apple tend to be stable, the overall development is not optimistic. Therefore, Apple should take the following measures to increase its market share:Reduce market prices in different countries. Different countries andregions have different market conditions. Due to various problems, different regions have different prices, but the gap should not be too large, especially in China to reduce the selling price! This will affect consumer loyalty. So Under the premise of considering the cost, Apple Should also consider the high oven.Listed in all countries at the same time. Otherwise, it will appear in some countries, and consumers will feel that Apple has different treatment for different countries, affecting the brand image.Strengthen cooperation with Chinese universities. As Apple's products are popular among young consumers in China, in order to further expand the brand influence and increase product awareness, it is possible to carry out technical cooperation with Chinese universities and fund their innovative research projects. It is also possible to provide practical training opportunities, scholarships and work experience for Chinese students by launching financial aid programs, so as to cultivate the goodwill of The Chinese young generation towards Apple. Investment and attention to China's higher education can not only select outstanding students for their own use, but also enhance the connection with local research institutions and enterprises and facilitate the expansion of brand promotion channels.Strengthen cooperation with local enterprises. At present, apple's online authorized dealer in China only gome online, jingdong mall and soon six companies, yet with Chinese famous online shopping platform taobao, suning appliance, such as cooperation, apple can draw lessons from millet channel mode, business outlets in the platform, expand its marketing channels, can also raise the CPS sales alliance, joint local media partners to promote products, expand product awareness.In addition, in terms of finance, Apple Can also employ professional financial team and strategic team to make more scientific investment decisions, so as to ensure more stable operation of the enterprise.。
Financial Analysis on Apple(对苹果公司的财务分析)
XXXXX大学XXX学院本科生课程论文（设计）课程名称：会计英语论文题目：Financial Analysis on Apple Company 姓名：学号：专业：会计学年级：班级：任课教师：年月ABSTRACTThe Company designs, manufactures, and markets mobile communication and media devices, personal computers, and portable digital music players, and sells a variety of related software, services, peripherals, networking solutions, and third-party digital content and applications. The Company sells its products worldwide through its retail stores, online stores, and direct sales force, as well as through third-party cellular network carriers, wholesalers, retailers, and value-added resellers.The Company’s customers ar e primarily in the consumer, education, enterprise and government markets. The Company sells its products and resells third-party products in most of its major markets directly to consumers through its retail and online stores and its direct sales force. The Company also employs a variety of indirect distribution channels, such as third-party cellular network carriers, wholesalers, retailers, and value-added resellers. During 2013, the Company’s net sales through its direct and indirect distribution channels accounted for 30% and 70%, respectively, of total net sales.I will introduce about the financial status with two aspects in 2013, and the financial analysis is my importance in my following contents.Key words: Financial Status; Net Sales; Gross MarginContent1、Fiscal 2013 Highlights (4)2、Financial Status and Analysis (5)（1）Product Performance (5)（2）Segment Operating Performance (6)3、View on Gross Margin (7)4、Conclusion (8)Reference (9)Financial Analysis on Apple Company1、Fiscal 2013 HighlightsNet sales rose 9% or $14.4 billion during 2013 compared to 2012. This resulted from growth in net sales of iPhone; iTunes, software, and services; and iPad. Growth in 2013 reflects strong sales of iPhone 5, strong continuing sales of iPhone 4 and 4s, the introduction of iPhone 5c and 5s, strong performance of the iPad Mini and fourth generation iPad, and continued growth in the Company’s online sales of apps, digital content, and services. Growth in these areas was partially offset by declines in net sales of Mac and iPod. All of the Company’s operating segments experienced increased net sales in 2013, with net sales growth being particularly strong in the Americas, Greater China and Japan operating segments. Similar to 2012, growth in total net sales was higher during the first half of 2013, rising $12.6 billion or 14.7% over the same period in 2012. First half growth in 2013 was driven by iPhone and iPad introductions at or near the beginning of 2013.In April 2013 the Company announced a significant increase to its program to return capital to shareholders by raising the total amount it expected to utilize for the program through December 2015 to $100 billion. This included increasing its share repurchase authorization to $60 billion and raising its quarterly dividend to $3.05 per common share beginning in May 2013. During 2013, the Company utilized $23.0 billion to repurchase common shares and paid dividends of $10.5 billion or $11.40 per common share. In conjunction with its capital return program, in May 2013 the Company issued $17.0 billion of notes with varying maturities through 2043.2、Financial Status and Analysis（1）Product PerformanceWhen it comes to the iPhone, the growth in iPhone net sales and unit sales during 2013 resulted from increased demand for iPhone in all of the Company’s operating segments primarily due to the launch of iPhone 5 beginning in September 2012 and strong ongoing demand for iPhone 4 and 4s. All of the Company’s operating segments experienced increases in net sales and unit sales of iPhone during 2013 compared to 2012. The year-over-year impact of higher iPhone unit sales in 2013 was partially offset by a 3% decline in iPhone average selling prices in 2013 compared to 2012 primarily as a result of a shift in product mix towards lower-priced iPhone models, particularly iPhone 4. All of the Company’s geographic o perating segments experienced a decline in iPhone ASPs during 2013.Of course, the growth in net sales and unit sales of iPad during 2013 resulted from growth in iPad unit sales in all of the Company’s operating segments. This growth was driven by the launch of iPad mini and the fourth generation iPad beginning in the first quarter of 2013. The year-over-year growth rate of total iPad unit sales was significantly higher than the growth rate of total iPad net sales for 2013 due to a reduction in iPad ASPs of 15% in 2013 compared to 2012. This decline resulted primarily from introduction of the lower priced iPad mini and the full year impact of the price reduction on iPad 2 made in 2012. The decline in iPad ASPs was experienced to various degrees by all of the Company’s operating segments.In addition, the increase in net sales of iTunes, software and services in 2013 compared to 2012 was primarily due to growth in net sales from the iTunes Store and so on. The iTunes Store generated a total of $9.3 billion in net sales during 2013, a 24% increase from 2012. Growth in the iTunes Store, which includes the App Store, the Mac App Store and the iBooks Store, reflectscontinued growth in the installed base of iOS devices, expanded offerings of iOS apps and related in-App purchases, and expanded offerings of iTunes digital content.But for Apple, there is no great advantage with Mac. During 2013, Mac net sales and unit sales were down or relatively flat in all of the Company’s operating segments. Mac ASPs increased slightly partially offsetting the impact of lower unit sales on net sales. The decline in Mac unit sales and net sales reflects the overall weakness in the market for personal computers.（2）Segment Operating PerformanceThe Company manages its business primarily on a geographic basis. Accordingly, the Company determined its reportable operating segments, which are generally based on the nature and location of its customers, to be the Americas, Europe, Greater China, Japan, Rest of Asia Pacific and Retail. The Americas segment includes both North and South America. The Europe segment includes European countries, as well as India, the Middle East and Africa. The Greater China segment includes China, Hong Kong and Taiwan. The Rest of Asia Pacific segment includes Australia and Asian countries, other than those countries included in the Company’s other operating segments. The Retail segment operates Apple retail stores in 13 countries, including the U.S. The results of the Company’s geographic segments do not includ e results of the Retail segment. Each operating segment provides similar hardware and software products and similar services. No matter how many the segments are, we can see that they all keep the increasing trend for the net sales.Here, we just see the result of the Greater China. The growth in net sales in the Greater China segment during 2013 resulted from two major iPhone introductions during the year, iPhone 5 in December 2012 and iPhone 5c and iPhone 5s in September 2013. Further contributing to the growth in 2013 was the introduction of the fourth generation iPad and iPad mini during the secondquarter of 2013 and an increase in iPhone channel inventory as of the end of 2013 compared to the end of 2012. While net sales in the China segment were up 13% for all of 2013, net sales for the second half of 2013 declined 4% compared to the second half of 2012.3、View on Gross MarginThe gross margin percentage in 2013 was 37.6% compared to 43.9% in 2012. The year-over-year decrease in gross margin in 2013 compared to 2012 was driven by multiple factors including introduction of new versions of existing products with higher cost structures and flat or reduced pricing; a shift in sales mix to products with lower margins; introduction of iPad mini with gross mar gin significantly below the Company’s average product margins; higher expenses associated with changes to certain of the Company’s service policies and other 32warranty costs; price reductions on certain products, including iPad 2 and iPhone 4; and unfavorable impact from foreign exchange fluctuations.The Company anticipates gross margin during the first quarter of 2014 to be between 36.5% and 37.5%. The foregoing statement regarding the Company’s expected gross margin percentage in the first quarter of 2014 is forward-looking and could differ from actual results. The Company’s future gross margin can be impacted by multiple factors including, but not limited to those set forth above in Part I, Item 1A of this Form 10-K under the heading “Risk Factors” and those described in this paragraph. In general, gross margins and margins on individual products will remain under downward pressure due to a variety of factors, including continued industry wide global product pricing pressures, increased competition, compressed product life cycles, product transitions, potential increases in the cost of components, and potential strengthening of the U.S. dollar, as well as potential increases in the costs ofoutside manufacturing services and a potential shift in the Company’s sales mix towards products with lower gross margins. In response to competitive pressures, the Company expects it will continue to take product pricing actions, which would adversely affect gross margins. Gross margins could also be affected by the Company’s ability to manage product quality and warranty costs effectively and to stimulate demand for certain of its products. Due to the Company’s signi ficant international operations, financial results can be significantly affected in the short-term by fluctuations in exchange rates.4、Conclusion, In short-term solvency, whether it's, current ratio, quick ratio, cash ratio is superior to other electronic products industry for the company. In asset operational efficiency index, from inventory turnover, the company turnover is fastest. From this aspect we can see it also reflects the apple products widely recognized by the market, and achieves good sales performance. In the profitability, the company's gross margin and operation profit is the best in the same industry.There is no doubt that in the capital market or on the sales, Apple has become the measure of the mobile Internet era. Now, its iPad and iPhone 5s is popular in public. The company also plans to launch a series of mid-range apple mobile phones. Results in the above financial reports showed that Apple acquires revenue of $54.5 billion from this quarter, $13.81 earnings per share and net profit of $13.1 billion. Apple take innovation as the core, whether apple's past performance, and future growth, I think we can hold for a long time.Reference[1] The Analysis of Financial Reports on Apple, 2013</view/6391a713fc4ffe473268ab03.html>. [2]2013 10-K Annual Reports, 2013</>.[3] Xu Shujuan. Discussing with Enterprise financial analysis method, 2005</Article/CJFDTotal-JJSY200903028.htm>.。
某某公司的财务报告分析(3篇)
第1篇一、公司概况某某公司成立于20XX年，是一家专注于XX行业的高新技术企业。
公司主要从事XX产品的研发、生产和销售，产品广泛应用于XX领域。
公司自成立以来，凭借其先进的技术、优质的产品和服务，赢得了广泛的客户认可，市场份额逐年上升。
本报告将对某某公司最近一年的财务报告进行分析，以评估公司的经营状况和财务风险。
二、财务报表分析1. 资产负债表分析（1）资产结构分析根据资产负债表，某某公司总资产为XX万元，其中流动资产XX万元，占总资产的XX%；非流动资产XX万元，占总资产的XX%。
流动资产主要包括货币资金、应收账款、存货等，非流动资产主要包括固定资产、无形资产等。
从资产结构来看，某某公司流动资产占比较高，说明公司具有较强的短期偿债能力。
但同时也应注意，过高的流动资产占比可能意味着公司资金利用效率不高。
（2）负债结构分析某某公司总负债为XX万元，其中流动负债XX万元，占总负债的XX%；非流动负债XX万元，占总负债的XX%。
流动负债主要包括短期借款、应付账款等，非流动负债主要包括长期借款、长期应付款等。
从负债结构来看，某某公司流动负债占比较高，说明公司短期偿债压力较大。
但公司负债总额相对较低，负债率控制在合理范围内。
（3）所有者权益分析某某公司所有者权益为XX万元，占总资产的XX%。
所有者权益主要由股本、资本公积、盈余公积和未分配利润构成。
从所有者权益结构来看，某某公司股本占比最高，说明公司资本实力较强。
同时，公司盈余公积和未分配利润也占一定比例，表明公司盈利能力较好。
2. 利润表分析（1）营业收入分析某某公司营业收入为XX万元，同比增长XX%。
营业收入增长主要得益于公司产品市场份额的扩大和新产品的推出。
（2）营业成本分析某某公司营业成本为XX万元，同比增长XX%。
营业成本增长主要源于原材料价格上涨和人工成本增加。
（3）毛利率分析某某公司毛利率为XX%，较上年同期提高XX个百分点。
毛利率提高主要得益于产品售价的提升和成本控制。
陈露庭
诺基亚衰落原因
• 管理层不知变通 • 忽略软件 • 战略失误
人资12 陈露庭
财务分析
与三星、苹果公司的对比
• 从表中可以看出从2010-2012年三星公司的经营状况稳定 较好，一直保持盈利。
பைடு நூலகம்
净资产收益率对比
从图中也可以看出诺基亚的收益率最低，被苹果公司远远超越。三星 发展状况良好。
• 流动比率也称营运资金比率（Working Capital Ratio）或真实比率 （Real Ratio），是指企业流动资产与流动负债的比率。流动比率和 速动比率都是反映企业短期偿债能力的指标。一般说来，这两个比率 越高，说明企业资产的变现能力越强，短期偿债能力亦越强；反之则 弱。 • 从图中可以看出在这三家公司中诺基亚在下降，它的短期偿债能力较 弱，而苹果的偿债能力和发展状况最好，三星次之。
诺基亚财务分析
人资12 陈露庭
诺基亚公司的财务分析
• • • • 公司简介 通过相关指标进行财务分析 与苹果公司和三星的对比 衰落原因与未来发展
公司简介
• 诺基亚（Nokia Corporation）是一家总部位于芬兰埃斯 波 ，主要从事生产移动通信产品的跨国公司。诺基亚成 立于1865年，当时以造纸为主，后来逐步向胶鞋、轮胎、 电缆等领域，最后逐步发展成为一家手机制造商。自1996 年以来，诺基亚连续14年占据市场份额第一。面对新操作 系统的智能手机的崛起，诺基亚全球手机销量第一的地位 在2011年第二季被苹果及三星双双超越。 • 2011年2月11日，诺基亚与微软达成全球战略同盟并深度 合作共同研发Windows Phone操作系统。2013年7月11日 23时，拥有4100万像素的诺基亚Lumia 1020正式在纽约 发布亮相。2013年9月3日，微软宣布以约54.4亿欧元价 格收购诺基亚设备与服务部门（诺基亚手机业务），并获 得相关专利和品牌的授权。诺基亚未来将努力发展Here地 图服务、诺基亚解决方案与网络（NSN）和领先科技三大 支柱业务。2014年4月25日，诺基亚宣布完成与微软公司 的手机业务交易，正式退出手机市场。
苹果公司财务报表分析
Product
Product
Strategy
The Company is committed to bringing the best user experience to its customers through its innovative hardware, software, peripherals, and services. The Company’s business strategy leverages its unique ability to design and develop its own operating systems, hardware, application software, and services to provide its customers new products and solutions with superior ease-of-use, seamless integration, and innovative design. The Company believes continual investment in research and development, marketing and advertising is critical to the development and sale of innovative products and technologies. As part of its strategy, the Company continues to expand its platform for the discovery and delivery of third-party digital content and applications through the iTunes Store. As part of the iTunes Store, the Company’s App Store and iBookstore allow customers to discover and download applications and books through either a Mac or Windowsbased computer or through “iOS devices,” namely iPhone, iPad and iPod touch®.
数码产品财务分析报告(3篇)
第1篇一、报告概述随着科技的不断发展，数码产品已成为人们生活中不可或缺的一部分。
本报告以我国某知名数码产品公司为例，对其财务状况进行深入分析，旨在揭示该公司在数码产品行业的竞争地位、盈利能力、运营效率等方面的情况。
一、公司简介该公司成立于20XX年，主要从事数码产品的研发、生产和销售，产品涵盖智能手机、平板电脑、笔记本电脑、数码相机等多个领域。
经过多年的发展，该公司已成为我国数码产品行业的领军企业之一，市场占有率逐年提升。
二、财务数据分析1. 营业收入分析（1）总体趋势近年来，该公司营业收入呈现稳步增长态势。
2019年，公司营业收入为XX亿元，同比增长XX%；2020年，营业收入达到XX亿元，同比增长XX%。
2021年，营业收入进一步增长至XX亿元，同比增长XX%。
（2）细分产品分析从细分产品来看，智能手机业务为公司贡献了最大的收入。
2019年，智能手机业务收入为XX亿元，占总营收的XX%；2020年，收入增长至XX亿元，占比XX%；2021年，收入进一步增长至XX亿元，占比XX%。
平板电脑、笔记本电脑等业务收入也在稳步增长。
2. 利润分析（1）总体趋势该公司利润水平持续提升。
2019年，公司净利润为XX亿元，同比增长XX%；2020年，净利润达到XX亿元，同比增长XX%；2021年，净利润进一步增长至XX亿元，同比增长XX%。
（2）毛利率分析从毛利率来看，该公司在数码产品行业具有较高优势。
2019年，公司毛利率为XX%，2020年提升至XX%，2021年进一步上升至XX%。
这主要得益于公司产品的高性价比和较强的品牌影响力。
3. 资产负债分析（1）资产负债率2019年，该公司资产负债率为XX%，2020年下降至XX%，2021年进一步下降至XX%。
这表明公司财务状况较为稳健，负债风险较低。
（2）流动比率与速动比率从流动比率和速动比率来看，该公司短期偿债能力较强。
2019年，流动比率为XX，速动比率为XX；2020年，流动比率和速动比率分别为XX和XX；2021年，流动比率和速动比率进一步上升至XX和XX。
诺基亚财务报表分析
诺基亚公司09—11年年报分析摘要:由于现在手机行业的竞争异常激烈，而诺基亚仍是现在手机市场的龙头老大，本篇论文通过对诺基亚公司09-11年公司年报进行分析,进而判断诺基亚公司的经营状况，以及诺基亚公司的战略走向，从而吸取优秀公司的成功经验给其他企业以借鉴。
关键词：诺基亚财务分析财务指标财务战略一、引言本论文的结构框架是这样的,第一部分是引言，对论文的总体结构加以介绍；第二部分介绍了诺基亚公司的基本情况；第三部分对公司历年的总资产、净资产、营业收入等基本情况进行了对比;第四部分对诺基亚的各项财务指标进行了分析，这也是本篇论文最主要、最核心分析的内容;第五部分则是对诺基亚公司在中国所采取得财务战略进行的分析，对于成功公司的经验应该加以借鉴;当然这一部分也是值得我们重视的。
二、基本情况介绍诺基亚公司总裁兼首席执行官: 斯蒂芬埃洛普。
诺基亚公司（诺基亚）是从事移动设备的制造和融合互联网及通信行业.它有三个部分：设备与服务,NA VTEQ 公司和诺基亚西门子通信公司。
设备与服务是发展和管理其投资组合的移动设备，以及设计和开发服务，包括应用程序和内容负责。
NA VTEQ的是数字地图信息和相关的基于位置的内容和汽车导航系统和基于互联网的地图应用服务提供商。
诺基亚西门子网络公司提供移动和固定网络基础设施，通信和网络服务平台,以及专业服务，为运营商和服务供应商。
2009年10月，诺基亚共售出其Symbian专业服务。
2009年12月，捷德公司收购Venyon Oy的。
2010年4月，它收购Novarra的公司和MetaCarta Inc.In 。
2010年9月，它收购Motally公司.诺基亚致力于提供易用和创新的产品，包括移动电话、图像、游戏、媒体以及面向移动网络运营商和企业用户的解决方案；凭借创新科技,诺基亚作为中国移动通信系统和终端、宽带网络设备领先供应商的地位不断加强。
三、公司历年情况比较因为公司没有合理运用外部资金进行合理的投资或者说公司没有较好的投资项目,同时也说明了公司没有利用一切可以利用的机会使股东财富最大化或者说是没有使企业价值最大化，公司可以适当侧重通过举借外债的方式来充分有效地利用一切可以利用的资金为公司创造最大的价值。
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诺基亚长期偿债能力
速动比率分析
资产负债率对比
流动比率对比
.现金比率对比
诺基亚
诺基亚衰落的原因。
1.管理层不知变通 2.忽略软件 3.战略失误
三星优势及现存问题
三星优势分析：
研发上投入巨大，拥有处理器、内存、屏幕这 些手机最核心的技术要素。核心硬件上的技术 优势让其在智能手机的开发上能够有足够的实 力。 产品方面，无论从手机的性能、配置、价位， 还是其所面对的消费群，三星都尽量做到了中 高低端全面覆盖，市场份额大（2012年三星 市场占有率达28.2%，苹果公司的为22.4%， 三星将稳坐智能手机头把交椅。）
三星现存问题分析
过度依赖推崇安卓系统，缺乏自主研发的操作 系统（三星应该清楚单纯依赖某一操作系统的 潜在风险，尽管Android系统目前在市场上仍 占据相当份额。谷歌收购摩托罗拉移动后，若 继而联合推出自主品牌手机，将使三星陷入更 为尴尬的境地。） 市场份额高，但是市场利润份额太低（2012 年苹果手机利润占据整个行业的75%，三星接 近20%。）
诺基亚盈利能力分析
1.毛利率对比
2.主营业务利润率对比
3.每股收益对比
4.净资产收益率对比
6.主营利润增长率
7.净利润增长率
5.主营业务收入增长率对比
（二）营运能力分析
苹果营运能力分析
2010 存货周转 率 总资产周 转率 应收账款周 转率 75.24 1.06 13.14 2011 166.06 1.13 18.48 2012 222.11 1.07 16.75
（一）盈利能力分析
三星盈利分析
苹果具体盈利指标
苹果具体盈利指标分析
• 从上表格中可以看出苹果公司所有的盈利指标都在呈现上 升趋势，说明该公司发展状况非常好。 • 其中的资产利润率、资产净利率、净资产收益率表明该公 司利用其资产盈利的能力，其中的净资产收益率反映的是 所有者投资带来的收益，在2012年达到57.24%，表明投资 苹果公司的报酬率会很高，风险小。 • 经营利润率，经营净利率，毛利率则反映的是企业经营经 营活动带来的收益，盈利水平都比较高，而且不断上升的 趋势表明该公司的经营能力水平在不断地得到进一步的提 高
三星经营能力分析
（符号：%）
诺基亚营运能力分析
45000 40000 35000 30000 25000 20000 15000 10000 5000 0 收入 资产
2010
2011
2012
应收账款周转率对比分析
存货周转率对比分析星
苹果偿债能力具体指标
• 消费群主要针对的是高端市场，难以满足不同 层次的需求，获利能力受到限制（高端产品的 用户黏性相对更大，购买能力更强，但毕竟此 类消费人群有限，若不能使目标消费者更快速 更换手机或扩展到更大的人群，将极易造成市 场的饱和） 之外，由于苹果手机更新周期相对较长，若是每 年一款的手机万一不能达到消费者的期望，将 会让苹果的利润增长遭受巨大的冲击，毕竟 iphone已占据苹果总体营收达六成之多，可谓 举足轻重。从长远来看，如何加快产品的推陈 出新，推出更多的产品满足客户多元化需求， 保持消费者的消费热情是对苹果的考验。
三星在模仿苹果的策略下进行自主创新能力强， 具体体现在其高端GalaxyS智能手机中（比如 Galaxy S4手机，在功能特性和使用体验上可 以说都超过了iPhone。Galaxy S4，它配置了 一个更为 强大的处理器芯片和图像处理芯片， 其5英寸的显示屏更是让iPhone 5相形见绌， 它所带有的一些软件特性也是苹果不具备的。） 拥有强大的动力支持和集团资源 灵活多变的多元产品线、多机型策略
• 优势分析
• 创新能力是苹果的灵魂。能够紧紧围绕用户的 需求为消费者提供最新潮最方便快捷的服务。 • iPhone在设计感、操作性和完整性方面一直鹤 立鸡群 • 长久以来树立的高端企业品牌，拥有众多忠实 的高端消费者客户，能够获得高额的利润
现存问题分析
• 灵魂领导者乔布斯的去逝，使其失去创新的动力 和源泉 • 产品更新慢，周期长（每两年iPhone才会重大更 新一次，对iPhone用户而言，苹果现在急需一次 重大的更新。然而，自iPhone横空出世以来，苹 果每两年才会更新一次。） • 智能手机市场多元时代到来，苹果的单产品策略 遭遇挑战(当智能手机市场发展日趋成熟，市场竞 争环境日益激烈，用户需求日趋多元之时，苹果 iPhone的单产品策略如何精准满足各类人群的需 求开始遭遇挑战。面对市场上层出不穷的各类型 智能手机，苹果目前仅有唯一的iPhone系列应对 。没有多元化方案供消费者选择，而现在的市场 环境已与2007年大不相同。)
盲目的延伸产品线，可能会导致品品质参差不 齐，容易失去对产品专业品质要求高的消费者。 撒网式的盲目延伸产品线之后导致企业管理更 加混乱，甚至会因为产品覆盖范围过广而缩减 企业的利润。因此企业产品线的延伸，多元化 的产品组合策略要建立在企业有能保证产品专 业性的实力基础上。使企业面临一定的威胁
苹果优势及问题分析