A医药企业CRM系统应用研究

发布时间：2018-04-20 21:12

本文选题：医药企业 + 客户关系管理(CRM)　；参考：《云南大学》2013年硕士论文

【摘要】：我国加入WTO以后,医药企业中的国有企业低层次、粗放型垄断经营的局面已经被打破,医药企业都面临着严峻的挑战,而且,国内医疗保障体系和医药流通体制的变革,把我国的医药企业带人了一个非常复杂和经济环境和竞争环境。要在复杂的市场环境中获得一定竞争优势,扩大企业的药品销售份额,同时提升企业的利润空间,是摆在中国医药企业面前一个非常紧迫的问题。随着医药流通企业竞争逐年加剧,原先“以产品为中心”的经营观念迅速地向“以客户为核心”的市场经营观念转变,客户已经成为医药企业追逐的目标,客户的资源变成医药企业核心竞争力的集中体现。我国医药市场同质化产品越来越多,怎样提高企业在众多客户心目中的认可度是每个医药企业急需解决的问题。所以说实施客户关系管理,对医药流通企业来说具有重大意义,和客户关系管理所有的理论与实践方法也因此成为大家关注的焦点。论文主要工作如下：在第一章和第二章,主要通过文献检索法,阅读了大量相关客户关系管理的著作和医药企业客户关系管理的相关研究,介绍了本文研究的背景、意义及国内外研究现状和客户关系管理系统研究内容、方法及思路并描述了客户关系管理的重要理论支撑和研究。在第三章中,通过理论联系实际的方法及案例研究法并结合A医药企业现有的管理模式和管理现状,提出了A医药企业目前在客户关系管理方面面临的各种困惑,提成了A医药企业设计的客户关系管理系统希望达到的作用及目标。在第四章中,通过案例研究法针对A医药企业目前的管理现状及管理困惑,介绍了为A医药企业设计的客户关系管理系统的功能介绍,共包括了八个方面,第五章中介绍了A医药企业应该如何实施客户关系管理系统以及如何控制实施的风险,在最后总结了文章的不足。
[Abstract]:After China's entry into WTO, the state owned enterprises in pharmaceutical enterprises have been broken down in low level and extensive monopoly management. Pharmaceutical enterprises are facing severe challenges. Moreover, the reform of medical security system and pharmaceutical circulation system in China. The pharmaceutical enterprises in our country have brought a very complex and economic environment and a competitive environment. It is an urgent problem for Chinese pharmaceutical enterprises to gain a certain competitive advantage in the complex market environment, expand their drug sales share, and promote the profit space of the enterprises at the same time. As the competition of pharmaceutical circulation enterprises intensifies year by year, the original "product-centered" management concept changes rapidly to the "customer-centered" market management concept. Customers have become the target pursued by pharmaceutical enterprises. The resources of customers become the concentrated embodiment of the core competence of pharmaceutical enterprises. There are more and more homogenized products in Chinese pharmaceutical market. How to improve the recognition of enterprises in the eyes of many customers is an urgent problem that every pharmaceutical enterprise needs to solve. Therefore, the implementation of customer relationship management is of great significance to pharmaceutical circulation enterprises, and all the theory and practice methods of customer relationship management have become the focus of attention. The main work of the thesis is as follows: In the first and second chapters, mainly through the literature retrieval method, I read a lot of related works on customer relationship management and related research on customer relationship management in pharmaceutical enterprises, and introduced the background of this paper. The significance and research status at home and abroad and the research contents, methods and ideas of customer relationship management system are described and the important theoretical support and research of customer relationship management are described. In the third chapter, through the method of combining theory with practice and case study method, combined with the existing management mode and management status of A pharmaceutical enterprise, this paper puts forward various puzzles faced by A pharmaceutical enterprise in the aspect of customer relationship management at present. The customer relationship management system designed by A pharmaceutical company is realized. In the fourth chapter, the paper introduces the function of the customer relationship management system designed for A pharmaceutical enterprise by case study, which includes eight aspects. The fifth chapter introduces how A pharmaceutical enterprises should implement customer relationship management system and how to control the risk of implementation.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

【参考文献】