【作者】 王静；

【导师】 张琛；

【作者基本信息】 安徽大学 ， 会计（专业学位）， 2024， 硕士

【摘要】 随着居民人均可支配收入的增加,人们对美的需求和对高品质生活的向往不断上升,行业消费需求直线上升,这种趋势推动了医疗美容行业的蓬勃发展,使其成为国民经济增长速度最快的领域之一。面对竞争激烈的市场环境,企业怎样把握时代发展机遇并实现健康持续的发展是众多医美企业需要面临的抉择。随着产业间联系不断加深,企业仅依靠某一方面的优势很难在复杂的市场环境中脱颖而出,利用自身的优势对价值链进行整合是企业发展的必经之路。价值链整合的目的是谋求上下游的共同发展并实现协同效应,从而获得更高的利润,而价值链的整合会使企业盈利模式发生相应的变化,企业的获利水平是由盈利模式所决定的。因此许多医美行业的领军企业已着手变革其固有的盈利模式,转而采取诸如强化渠道建设、拓宽业务范围等策略,以期能够有效延伸企业的价值链,并在此基础上构筑起覆盖全产业链的新型盈利模式,即通过优化整合价值链上的各个环节而得以实现利润最大化。本文以H公司作为研究对象,依据价值链理论、微笑曲线理论和协同效应理论,借助多元化的研究方法,系统地探讨了价值链整合对H公司的盈利模式产生的影响。首先介绍论文的研究背景与意义,对研究内容进行归纳,并对价值链和盈利模式相关文献、理论概念进行梳理,为论文的研究提供坚实的理论依据。其次,从H公司的基本情况、发展历程及业务架构三个方面入手介绍,探究其进行价值链整合的动因是拓展发展空间及获取更高的利润回报,从横纵角度分析H公司实施价值链整合的路径。再结合五个构成要素对H公司的盈利模式进行剖析,其盈利模式是基于三大主营业务:原料业务、医疗终端业务以及功能性护肤品业务,以原料供应和销售终端为主要利润来源,面向加工型企业、医疗美容机构及个人消费者销售透明质酸原料及相关产品,通过品牌建设和营销推广有效扩大利润空间,凭借研发技术投入以及全产业链优势构建利润屏障。最后构建合适的盈利模式评价体系,选取其2018-2022年财务报告数据,对H公司价值链整合下的盈利模式进行综合评价,进一步分析H公司存在的问题并提出相应的优化建议。通过对H公司价值链整合与盈利模式的研究,可以得出整合过程促进了盈利模式的创新和优化,并凭借上下游完整价值链布局,形成了自身独特且难以复制的竞争优势,提高了整合产业资源的能力,丰富了盈利模式构成要素的内涵,促进了企业各业务间的协同发展,进而提高了其盈利能力。更多还原

【Abstract】 The increase in per capita disposable income has led to the more demand for beauty and a high quality of life.A surge in consumer demand within the industry not only boosts the thriving of cosmetic medicine aesthetic industry,but also makes it one of the fastest-growing sectors in the national economy.In response to the intense market competition,many industry participants are required to find alternatives to seize the opportunities presented by the current times and achieve sustainable development.In order to stand out in the complex market environment,enterprises cannot solely rely on a single advantage.Instead,they must capitalize on their own strengths to integrate the value chain.The integration of value chain aims at promoting the two-way development of upstream and downstream sectors,creating synergy effect and ultimately,earning higher profits.However,this integration will also lead to some changes in the profit model,as the profitability is determined by the profit model.Therefore,many industry leaders in the medical aesthetics sector have embarked on transforming their traditional revenue models,shifting towards strategies such as bolstering channel development and diversifying their business scope.This strategic shift aims to effectively expand their corporate value chains and,subsequently,establish a new,all-encompassing profit model covering the entire industry chain.This means optimizing and integrating various parts on the value chain to maximize profitability.This paper attempts to conduct a case study of Company H based on the value chain theory,the smile curve theory,and the synergy effect theory.With the help of diversified research methods to observe the impact of value chain integration on H’s profit model.The paper starts with a briefing to the research background and significance,a summary of the research content,and a sorting of the documents and academic theories related to the value chain and profit model,which provides a solid theoretical groundwork for the academic research.Secondly,H is introduced in respect of its company profile,milestones,and business structure.The motive for the integration of its value chain is to broaden its development space and earn greater profits.The pathway to integrate value chain by H is analyzed from both horizontal and vertical perspectives.The profit model of H is profiled by combining the five components.Its profit model is based on three main business operations:raw material business,medical terminal business,and functional skin care products business.The profit sources include the supply of raw materials and point of sales.It sells hyaluronic acid raw materials and relevant products to processing enterprises,medical hairdressing institutions,and individual consumers,driving the entire industry chain through brand building and marketing promotion,as well as emphasizing research and development investment to ensure sustained profit growth.Driving the entire industrial chain through brand building and marketing promotion,as well as emphasizing investment in research and development to ensure sustained profit growth.Finally,an appropriate evaluation system for the profit model is constructed,and the financial report data for the period of 2018-2022 are selected to comprehensively evaluate the profit model of H in the scenario of value chain integration.Furthermore,the problems of Company H are identified and optimization suggestions are proposed.Through the research on the integration of the value chain and profit model of H Company,it can be concluded that the integration process has facilitated the innovation and optimization of the profit model.This in turn allows H,a company with a comprehensive upstream and downstream value chain structure,has established distinct competitive strengths,enhanced its capacity to consolidate industrial resources,enhanced the essence of its profit model components,and fostered the synergistic growth across business operations,ultimately boosting its profitability.更多还原