The Research On The Asset-light Profit Model Of Tongrentang Based On Harvard Analysis Framework

At present,our country is in a period of steady economic development.And the living standard of the common people is steadily improved.People pay more attention to health and health maintenance.With the increase of consumption level,people's demand for medical products is more exuberant.In this kind of market environment,the medicine industry is able to bring the opportunity as well as the more intense market competition.In terms of the competition of pharmaceutical enterprises,it is not only reflected in the competition of products,but also a kind of competition of profit model.A good profit model is an effective mode to ensure the healthy and sustainable development of enterprises.Therefore,combining with the actual situation of the enterprise,seeking the profit model suitable for its own development strategy has become the problem that the pharmaceutical enterprise must solve.Under the background of knowledge economy,the profit model of light-assets driven by value has been studied and applied by more and more pharmaceutical enterprises.Based on the market environment and its own actual situation,pharmaceutical enterprises constantly innovate and improve their own profit model.Pharmaceutical enterprises consolidate their dominant position in the value chain,so as to obtain a good profitability,which has become the focus of attention today.To summarise,this paper selects a time-honoured pharmaceutical enterprise,Tongrentang,as the object for analysing the profit model of asset-light,which is based on the four elements of profit model and Harvard analysis framework.First of all,through the introduction of the pharmaceutical industry and Tongrentang basic situation to understand the status of the industry and business operations.Precisely,these four elements,that customer selection,business scope,value acquisition,and strategic control,are able to reflect the characteristic of Tongrentang's asset-light profit model.In addition,during establishing the Harvard analysis framework,it focuses on the strategic analysis,accounting analysis,financial analysis,and the future analysis.In terms of the strategic analysis,it firstly uses the the SWOT analysis is for the dissecting the Tongrentang strategic perspective.During the accounting analysis,it pays attention to analyse the accounting policy and the accounting quality of the significant accounting item.During the financial analysis,it provides the horizontal and vertical comparative evaluation to the debt solvency,profitability,operating capacity,cash flow,and the growth ability of Tongrentang.And in the future analysis,based on the above analysis,this part makes risk prediction,strategic forecast and financial forecast under the future environment and industry development status,Tongrentang's owndevelopment level.Finally,according to the analysis of the profit model of Tongrentang asset-light,this paper draws a conclusion of Tongrentang asset-light profit model,and it puts forward the relevant countermeasures and suggestions for the development of Tongrentang,including: enhancing the strength of scientific research and innovation;speeding up the diversified development of marketing;maintain brand value,pay attention to quality control;strengthen asset management;increase debt ratio.These suggestions can provide a reference for Tongrentang,meanwhile,it also provides reference suggestions for the enterprises in the same industry.