Fundamental Utilization Value: Measured Based on Macro and Micro Analysis

Abstract

Certain market practitioners, for instance, technical analyst and amateur investor have less attention to the results of fundamental but follow the choice of the public. Lack of theoretical basis and understanding of data, resulting in intangible loss. The purpose of this paper is an attempt to introduce fundamental analysis, taking Apple as an example, to assist novice investors in evaluating a company's securities products. The method based on fundamental analysis measures the investment value and future prospects of a company by analyzing the macroeconomic situation, which focuses on the international situation, national economic policies, and industry conditions, and the corporate financial situation, which focuses on the ratios related to cash flow, profitability, operating ability, and solvency. By integrating macro and micro, corporate value can be explored better.