【摘要】：新縣產(chǎn)業(yè)集聚區(qū)是目前國(guó)內(nèi)最大的經(jīng)皮給藥藥品生產(chǎn)基地,近些年來(lái),集聚區(qū)經(jīng)皮給藥產(chǎn)業(yè)呈現(xiàn)出快速發(fā)展的態(tài)勢(shì)。集聚區(qū)領(lǐng)導(dǎo)踐行以客戶為關(guān)注焦點(diǎn)、重視質(zhì)量管理、樹(shù)立以客戶滿意為標(biāo)準(zhǔn)的質(zhì)量觀,為充分了解客戶對(duì)其產(chǎn)品的評(píng)價(jià)信息,并在此基礎(chǔ)上實(shí)施改進(jìn),特委托C中心開(kāi)展顧客滿意度第三方調(diào)查。本人碩士階段在C中心實(shí)習(xí)期間有幸參與了這個(gè)調(diào)查項(xiàng)目,并由此獲得了新縣經(jīng)皮給藥產(chǎn)業(yè)集聚區(qū)示范企業(yè)羚銳公司(以下簡(jiǎn)稱LR公司)的顧客滿意度調(diào)研數(shù)據(jù),經(jīng)C中心領(lǐng)導(dǎo)批準(zhǔn)后使用此數(shù)據(jù)完成了本文的撰寫。隨著中國(guó)加入WTO以及醫(yī)藥流通體制的改革,中國(guó)醫(yī)藥銷售市場(chǎng)的競(jìng)爭(zhēng)日趨白熱化。雖然制藥企業(yè)的終端顧客是患者,但生產(chǎn)企業(yè)營(yíng)銷的對(duì)象卻主要是經(jīng)銷商,所以制藥企業(yè)的直接顧客就是經(jīng)銷商,讓更多的經(jīng)銷商代理自己的產(chǎn)品,是制藥企業(yè)的目標(biāo)。顧客滿意度可以代表一個(gè)企業(yè)的核心競(jìng)爭(zhēng)力,越來(lái)越多的企業(yè)開(kāi)始對(duì)其高度重視。我國(guó)對(duì)于經(jīng)皮給藥產(chǎn)品顧客滿意度的研究還很不足,模型和指標(biāo)體系都還很不成熟。本文分析了顧客滿意對(duì)于經(jīng)皮給藥企業(yè)的重要意義,站在經(jīng)銷商的角度上分析了經(jīng)典的顧客滿意度模型,提出了相關(guān)假設(shè)并設(shè)計(jì)了LR公司顧客滿意度指標(biāo)體系,構(gòu)建了LR公司顧客滿意度初始假設(shè)模型,根據(jù)模型中的指標(biāo)設(shè)計(jì)本次調(diào)查的問(wèn)卷,提出了LR公司產(chǎn)品滿意度最終模型。本文運(yùn)用探索性因子分析、驗(yàn)證性因子分析、結(jié)構(gòu)方程模型等多種統(tǒng)計(jì)方法對(duì)模型進(jìn)行擬合與分析,度量出滿意度得分并畫出四分圖,基于實(shí)證研究結(jié)果,提出了提高新縣經(jīng)皮給藥產(chǎn)業(yè)集聚區(qū)企業(yè)產(chǎn)品顧客滿意度的建議。最后,本文經(jīng)過(guò)研究得出的結(jié)論有產(chǎn)品感知與顧客滿意度正相關(guān),同時(shí)技術(shù)支持、服務(wù)感知和感知價(jià)值也都與其呈正相關(guān);顧客期望與滿意度呈微弱負(fù)相關(guān);LR公司顧客總體滿意度得分為78.94,總體忠誠(chéng)度得分為76.71等,并提出了相關(guān)的改進(jìn)建議。通過(guò)本文的研究,希望能對(duì)新縣經(jīng)皮給藥產(chǎn)業(yè)集聚區(qū)企業(yè)在提升顧客滿意度方面有所幫助,提升集聚區(qū)競(jìng)爭(zhēng)力并更健康快速地發(fā)展壯大。
[Abstract]:Xinxian Industrial agglomeration area is the largest production base of transdermal drug delivery in China. In recent years, the transdermal drug delivery industry in the agglomeration area has shown a rapid development trend. The leaders of the agglomeration area take the customer as the focus of attention, attach importance to the quality management, set up the quality view with customer satisfaction as the standard, in order to fully understand the evaluation information of the customer's products, and implement the improvement on this basis, C Center is commissioned to carry out a third-party survey of customer satisfaction. I was fortunate to participate in this investigation project during my master's internship in Center C, and obtained the customer satisfaction survey data of Antelope Corporation (hereinafter referred to as LR Company), a demonstration enterprise in the transdermal drug industry agglomeration area of Xinxian County. After the approval of the C Center leadership, this data is used to complete the writing of this article. With China's entry into WTO and the reform of pharmaceutical circulation system, the competition in Chinese pharmaceutical market is becoming more and more intense. Although the terminal customers of pharmaceutical enterprises are patients, the marketing objects of manufacturing enterprises are mainly distributors, so the direct customers of pharmaceutical enterprises are dealers, and it is the goal of pharmaceutical enterprises to let more dealers represent their own products. Customer satisfaction can represent the core competitiveness of an enterprise, more and more enterprises begin to attach great importance to it. The research on customer satisfaction of percutaneous drug delivery products in China is still insufficient, and the model and index system are still immature. This paper analyzes the significance of customer satisfaction to the transdermal drug delivery enterprises, analyzes the classical customer satisfaction model from the perspective of dealers, puts forward the relevant assumptions and designs the customer satisfaction index system of LR Company. The initial hypothesis model of customer satisfaction of LR Company is constructed. According to the indicators in the model, the questionnaire is designed and the final model of product satisfaction of LR Company is put forward. In this paper, we use exploratory factor analysis, confirmatory factor analysis, structural equation model and other statistical methods to fit and analyze the model, measure the satisfaction score and draw a quadrilateral graph, based on the results of empirical research. Some suggestions were put forward to improve the customer satisfaction of the enterprises in the transdermal drug industry agglomeration area of Xinxian County. Finally, this paper concludes that product perception is positively correlated with customer satisfaction, while technical support, service perception and perceived value are positively correlated, customer expectation is negatively correlated with customer satisfaction, and customer expectation is negatively correlated with customer satisfaction. LR's overall customer satisfaction score is 78.94, total loyalty score is 76.71, and some suggestions for improvement are put forward. Through the research of this paper, it is hoped that it can help enterprises in the transdermal drug industry agglomeration area of Xinxian county to improve customer satisfaction, enhance the competitiveness of the cluster area and develop more healthily and rapidly.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.72

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