【作者】 杨玲；

【导师】 李定清；

【作者基本信息】 重庆工商大学 ， MPAcc（专业学位）， 2021， 硕士

【摘要】 医药制造业是经济社会发展的基础性、战略性产业,行业的发展关系到国计民生,国家对医药制造业的重视程度也越来越高。随着国民经济迅速发展,对医药健康环境要求也随之提升,医疗体制改革不断深入,政策要求愈加严格,市场竞争愈加激烈,医药企业的盈利增长压力与日俱增。在这种市场形势下,医药制造企业需要跟随时代变化,创新自身的盈利模式。盈利模式是企业持续赚取超额利润的系统方法,它并不是企业某一特定的局部表现,而是包含了企业的方方面面。医药企业需要对自身盈利模式具备的优势和存在的缺点有更加直观、准确的把握,以进一步提升自己的市场竞争能力。在机遇与挑战并存的环境下,医药企业需要不断探索并完善适合自身发展的盈利模式,才能抓住机遇,迎接挑战,在市场竞争中占据稳固的位置。本文梳理了盈利模式相关文献,并在此基础上以东阿阿胶为研究案例,对其盈利模式进行量化研究。本文以盈利模式四要素理论为基础,对东阿阿胶盈利模式进行全方位的详细分析,同时采用比较研究法,选取云南白药、同仁堂以及行业均值,将其纳入杜邦分析体系中进行对比分析,以大致掌握东阿阿胶的盈利状况和盈利能力;再基于行业特点和企业特征选取盈利模式相关评价指标,并通过问卷调查结果确定评价指标体系和具体指标权重,然后利用模糊综合评价法对东阿阿胶的盈利模式进行最终评价。研究结论如下:(1)东阿阿胶目前主要的盈利模式是品牌盈利,整体表现良好,但细分来看存在弊端。其中盈利点和盈利源表现优秀,盈利屏障表现良好,但是在盈利获取和盈利措施方面还有较大的改进空间。(2)盈利模式的四个要素之间是相互协调、动态调整的。企业盈利产生的逻辑成因是首先确定盈利点和盈利源,然后通过一系列盈利措施来提升企业各方面的能力,出众的盈利措施会转化为企业的竞争优势,即盈利屏障。(3)从盈利模式评价指标权重可以看出,医药制造业中最关键的要素是盈利屏障,其次是盈利措施。医药制造企业在设计自身的盈利模式时,应着重关注这两个方面。(4)针对东阿阿胶以品牌盈利的盈利模式,提出了要推动驴产业链发展,探索多元经营道路,创新市场营销模式,加强人才队伍建设等优化建议。更多还原

【Abstract】 Pharmaceutical manufacturing is the basic and strategic industry of economic and social development.The development of the industry is related to the national economy and people’s livelihood,and the state attaches more and more importance to the pharmaceutical manufacturing industry.With the rapid development of national economy,the requirements for medical health environment are also improved.The reform of medical system is deepening,the policy requirements are more strict,the market competition is more intense,and the pressure of profit growth of pharmaceutical enterprises is increasing day by day.In this market situation,pharmaceutical manufacturing enterprises need to follow the changes of the times and innovate their own profit model.Profit model is a systematic method for enterprises to keep earning excess profits.It is not a specific part of the enterprise performance,but includes all aspects of the enterprise.Pharmaceutical enterprises need to have more intuitive and accurate grasp of their own profit model advantages and disadvantages,so as to further improve their market competitiveness.In the environment of opportunity and challenge,pharmaceutical enterprises need to constantly explore and improve the profit model suitable for their own development,so as to seize the opportunity,meet the challenge and occupy a solid position in the market competition.This paper combs the relevant literature of profit model,and on this basis,it takes Dong-E-E-Jiao Co.,Ltd as a case study,and makes quantitative research on its profit model.Based on the four elements theory of profit model,this paper makes a comprehensive and detailed analysis of the profit model of Dong-E-E-Jiao Co.,Ltd,and adopts comparative research method to select Yunnan Baiyao,Tongrentang and industry average,and then puts it into Du Pont analysis system for comparative analysis,so as to grasp the profitability and profitability of Dong-E-E-Jiao Co.,Ltd;then,based on the industry characteristics and enterprise characteristics,the paper selects the profit of Dong-E-E-Jiao Co.,Ltd.The paper also uses the fuzzy comprehensive evaluation method to evaluate the profit model of Dong-E-E-Jiao Co.,Ltd.The conclusions are as follows:(1)the main profit model of Dong-E-E-Jiao Co.,Ltd is brand profit,and the overall performance is good,but there are some disadvantages in the segmentation.The profit points and sources of profit are excellent,and the profit barrier is good,but there is still a big room for improvement in the aspects of profit acquisition and profit measures.(2)The four elements of profit model are coordinated and dynamically adjusted.The logical reason for the profit of an enterprise is to determine the profit point and source first,and to improve the ability of all aspects of the enterprise through a series of profit measures.The outstanding profit measures will be transformed into the competitive advantage of the enterprise,namely,the profit barrier.(3)From the weight of profit model evaluation index,we can see that the most important factor in pharmaceutical manufacturing industry is profit barrier,and the second is profit measure.When designing their own profit model,pharmaceutical manufacturing enterprises should pay attention to these two aspects.(4)In view of the profit model of Dong-E-E-Jiao Co.,Ltd making profit by brand,the paper puts forward some suggestions for optimizing donkey industry chain development,exploring diversified management path,innovating marketing mode and strengthening the construction of talent team.更多还原