关于保持ABC医药公司胰岛素治疗患者忠诚度的研究

发布时间：2018-03-24 03:07

本文选题：忠诚度　切入点：满意度　出处：《首都经济贸易大学》2015年硕士论文

【摘要】：ABC医药公司,多年来一直致力于为全世界的糖尿病患者提供一体化的治疗方案。随着中国糖尿病人群的迅猛增长,公司在中国的业绩也在近些年来也在不断的增长,至2013年,中国大区已经成为公司全球排名第三的大区,仅次于美国和日本。作为最早进入中国的糖尿病制药企业之一,公司的市场份额一直是市场上的前几名。但是近年来越来越多的国内、外医药企业加入糖尿病治疗这片蓝海,如今的内分泌市场已经变成了竞争激烈的红海。不论是从用药选择上、药品价格上、以及用药渠道上,从各个方面都有越来越多的公司存在于同一市场上为患者服务,那么如何能让ABC公司产品使用者具有忠诚度呢?近些年来基于这个问题,分析出两个突出的问题:(1)中国患者的胰岛素用药依从性普遍较低,(2)胰岛素治疗患者的用药脱落率较高。这除了来自竞争公司加入的影响,致使市场上的选择越发增加,也有患者自身、医生自身关于糖尿病治疗及胰岛素知识缺乏的原因。近些年来,公司虽然也在患者教育与服务方面做了很多的工作,但是还是有待提高的。为了保持公司业务的不断发展以及良好形象,需要更好地完善患者教育与服务工作以维持患者更好的治疗依从性,降低患者脱落率,这同时也是对于患者本身大有益处的。本论文主要通过分析糖尿病治疗中的特定人群-胰岛素治疗人群-特点,并以此为出发点分析如何保持公司胰岛素使用患者的忠诚度。由于此类人群既是众多消费者的一员也是较为特别的群体,所以本文会从两个角度分别阐述分析,也引入了“满意度”这一概念,力求找到其与“忠诚度”的联系。同时采用观察法在第4章系统地对公司现有胰岛素治疗患者忠诚度保持方案的现状进行分析,并在第5章提出具体的改善方案,为公司的下一步发展探寻方向。
[Abstract]:ABC Pharmaceuticals, a company that has been working for years to provide integrated treatment for diabetics around the world, has seen its performance in China grow in recent years, with the rapid growth of the population of diabetes in China until 2013. China has become the third largest region in the world after the United States and Japan. As one of the earliest diabetic pharmaceutical companies to enter China, The company's market share has always been among the top of the market. But in recent years, more and more domestic and foreign pharmaceutical enterprises have joined the blue sea of diabetes treatment. Today's endocrine market has become a highly competitive Red Sea. More and more companies are serving patients in the same market in terms of drug choice, drug price, and drug delivery channels. So how do you get ABC product users to be loyal? In recent years, based on this problem, we have analyzed two outstanding questions: (1) Chinese patients generally have lower compliance with insulin use; (2) patients with insulin treatment have a higher rate of drug withdrawal, except for the influence of the entry of competitive companies. As a result of the growing choice in the market, there are reasons for the lack of knowledge about diabetes treatment and insulin among patients themselves, doctors themselves. In recent years, companies have done a lot of work in patient education and services. In order to maintain the continuous development of the company's business and a good image, it is necessary to better improve patient education and service work in order to maintain patients' better treatment compliance and reduce the rate of patients falling out. This is also of great benefit to the patients themselves. This paper mainly analyzes the characteristics of the specific population in the treatment of diabetes mellitus, that is, insulin therapy. As a starting point to analyze how to maintain the loyalty of insulin patients in the company. Because this kind of people is not only a member of many consumers but also a special group, this paper will explain the analysis from two angles. The concept of "satisfaction" was also introduced to try to find its connection with "loyalty". In Chapter 4, we systematically analyzed the current status of the company's current loyalty retention program for insulin patients. In chapter 5, the author puts forward the concrete improvement plan to explore the direction of the company's further development.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.72;R587.1

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