摘 要我国社会主义市场经济体制在近些年来得到了迅速的发展，经济全球化的趋势也愈发明显。但是，在经济全球化快速发展的进程中遇到了一个很严重的发展问题，企业间的竞争问题逐渐变得严峻。只有企业看重对于盈利能力的分析，才有可能在我国市场甚至国际市场取得一席之位，获得主动权。以营业利润、销售收入、资产为基础并运用杜邦分析法对万里马公盈利能力进行分析，通过分析发现公司盈利能力有所下降。进一步调查了万里马公司盈利能力方面存在各项成本费用上升、内部人员处理问题不够专业、创新能力不足、市场竞争严峻、消费者需求变化问题逐步显现、未能把握市场需求等问题。为了解决盈利能力方面存在的问题，万里马公司应进行企业的优化管理，降低公司营业成本；完善企业内部人员结构，提高企业经营业绩，实现资金的合理利用；积极推进企业创新，增强创新能力，进行经济转型；提高企业自我管理意识，提高企业的竞争能力，争取获得话语权；立足于市场需求，提高企业风险意识。关键词：万里马公司 盈利能力 创新能力 市场需求AbstractWith the development of the socialist market economy and the acceleration of the process of economic globalization, it is also facing a very serious development problem, and the competition between enterprises is increasingly fierce. Therefore, we must pay more attention to the analysis of profitability in order to gain a place in China and even the international market and gain the initiative. According to the operating profit, sales revenue and assets of wanlima company, this paper analyzes the profitability of wanlima company with dupont analysis method, and finds that the profitability of wanlima company has decreased. This paper makes an in-depth study of the problems existing in the company's profitability, such as the rising cost, the lack of internal professional talents, the lack of innovation ability, the fierce market competition, the gradual change of consumer demand, the lack of market demand and so on. In order to solve the existing problems in...
