“东阿阿胶”扭亏为盈案例探讨  

Discussion on the Case of “Dong'e Ejiao” Turning Loss into Profit

作　　者：俞玲 Ling Yu(School of Economics and Management,Jiangxi Agricultural University,330045,China)

机构地区：[1]江西农业大学,江西省南昌市330045

出　　处：《管理科学与研究(中英文版)》2024年第12期50-57,共8页Management Science and Research

摘　　要：在消费者需求迭代变化和传统行业亟待转型升级的背景下,盈利下滑乃至亏损成为医药保健品行业不可避免的难关。如何度过“阵痛期”、实现平稳过渡及找到新盈利点成为相关行业企业必须找到的答案。作为阿胶行业的领军者,东阿阿胶股份有限公司交出了一份亮眼的答卷。为此,本研究分析了东阿阿胶的历史亏损原因,从数字化转型、资金管理、研发情况、品牌管理、组织能力和营销管理六个层面总结其扭亏为盈的经验及措施,以供同行业其他企业借鉴。In the context of evolving consumer demands and the urgent need for transformation and upgrading in traditional industries,declining profits and even losses have become inevitable challenges for the pharmaceutical and health products sector.How to navigate the"pain period,"achieve a smooth transition,and identify new profit points has become a question that companies in the relevant industries must answer.As a leader in the donkey-hide gelatin industry,Dong'e Ejiao Co.,Ltd.has delivered an impressive response.This study analyzes the historical reasons for Dong'e Ejiao's losses and summarizes its experiences and measures for turning losses into profits from five aspects:digital transformation,financial management,research and development status,brand management,organizational capability,and marketing management,for the reference of other companies in the same industry.

关 键 词：经营绩效分析 转型升级 扭亏为盈 战略重塑 

分 类 号：F42[经济管理—产业经济]