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MBA论文_渠道管理视角下JZ药业营运资金管理优化研究

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更新时间:2023/1/22(发布于浙江)

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文本描述
摘要
摘要
随着新型医药行业的改革创新,医药行业的市场竞争日趋激烈。如果公司要
完成战略性市场扩张的总体目标 ,提高会计的高效率,营运资金管理能力起着非
常重要的作用。营运资金是公司生存和进步的主要保障 ,也是财务管理的核心之
一。公司保持生产经营、抵御风险尤为重要。本文选取 JZ药业股份有限公司作
为研究对象,从渠道视角下对其营运资金管理问题进行同行业对比分析,展开深
入研究,研究发现:目前 JZ药业在渠道营运资金管理方面存在以下问题:采购渠道
方面:与供应商联系缺乏主导能力;生产渠道方面:产品存货管理欠佳;营销渠道方
面:缺乏对客户管理的重视;理财渠道方面:应收账款回款能力弱。而导致上述问
题的原因主要有以下三点 :渠道营运资金管理意识不强 ;企业数据分析能力较差 ;
营运资金总体结构不合理。因此本文首先,对 JZ药业在渠道运营、资金管理方
面的问题及成因进行了细致分析,并基于销售、生产、采购以及理财方面渠道
提出细化优化方案,并相对应的对 JZ药业营运资金管理优化方案提出保障措施,
不仅能够帮助 JZ药业完善管理理念,对渠道进行改善,逐渐缩小与行业前列企业
的差距,提升自身竞争力;而且也能够对国内其他的中成药制造企业起到一定的
启示,有一定的参考作用。
关键词:渠道视角;营运资金管理;中成药企业;优化方案
I

Abstract
Abstract
Under the general situation of drug reform and innovation, the market demand in
the field of medical machinery has become increasingly fierce. The company must
develop a development strategy for the development trend of operations and improve
the level of accounting economic returns. Working capital management capabilities are
playing a particularly important role. Working capital is not only the key guarantee for
the survival and development of the company, but also one of the cores of the
company's financial management.
It has important practical significance for the company to maintain production and
operation and resist risks of methods, it conducts data analysis and conducts in-depth
analysis on the status of its competitive working capital management methods. The
study found that Shenyang Pharmaceutical’s working capital management has the
following problems: purchase method: lack of management ability to contact dealers;
manufacturing method: improper inventory management of goods; sales channel: lack
of high attention to customer relationship management; investment and financial
management Method level: Weak ability to dunning accounts receivable. The key
reasons that lead to the above problems are: the concept of working capital management
method is not strong; the company's data statistical analysis ability is poor; the overall
structure of working capital is unscientific. Therefore, according to the current
deficiencies and reasons of Shenyang Pharmaceutical’s working capital management
methods, the article clearly proposes detailed improvement plans from the aspects of
purchase methods, manufacturing methods, marketing channels, and accounting
methods, and clearly proposes Shenyang Pharmaceutical’s working capital.
Corresponding safeguard system for improved management methods. The plan can not
only help Shenyang Pharmaceutical to improve its management philosophy, improve
its methods, gradually reduce the difference from leading companies, and enhance its
competitiveness; it can also provide certain inspiration and reference for other Chinese
II

Abstract
medicine and prescription manufacturing enterprises in China.
Key words: channel perspective; Working capital management; Chinese patent
medicine enterprises; Optimization scheme
III
。。。以下略