本文選題：醫(yī)藥企業(yè) + 客戶關(guān)系管理(CRM)　； 參考：《云南大學(xué)》2013年碩士論文

【摘要】：我國加入WTO以后,醫(yī)藥企業(yè)中的國有企業(yè)低層次、粗放型壟斷經(jīng)營的局面已經(jīng)被打破,醫(yī)藥企業(yè)都面臨著嚴(yán)峻的挑戰(zhàn),而且,國內(nèi)醫(yī)療保障體系和醫(yī)藥流通體制的變革,把我國的醫(yī)藥企業(yè)帶人了一個(gè)非常復(fù)雜和經(jīng)濟(jì)環(huán)境和競(jìng)爭環(huán)境。要在復(fù)雜的市場(chǎng)環(huán)境中獲得一定競(jìng)爭優(yōu)勢(shì),擴(kuò)大企業(yè)的藥品銷售份額,同時(shí)提升企業(yè)的利潤空間,是擺在中國醫(yī)藥企業(yè)面前一個(gè)非常緊迫的問題。隨著醫(yī)藥流通企業(yè)競(jìng)爭逐年加劇,原先“以產(chǎn)品為中心”的經(jīng)營觀念迅速地向“以客戶為核心”的市場(chǎng)經(jīng)營觀念轉(zhuǎn)變,客戶已經(jīng)成為醫(yī)藥企業(yè)追逐的目標(biāo),客戶的資源變成醫(yī)藥企業(yè)核心競(jìng)爭力的集中體現(xiàn)。我國醫(yī)藥市場(chǎng)同質(zhì)化產(chǎn)品越來越多,怎樣提高企業(yè)在眾多客戶心目中的認(rèn)可度是每個(gè)醫(yī)藥企業(yè)急需解決的問題。所以說實(shí)施客戶關(guān)系管理,對(duì)醫(yī)藥流通企業(yè)來說具有重大意義,和客戶關(guān)系管理所有的理論與實(shí)踐方法也因此成為大家關(guān)注的焦點(diǎn)。 論文主要工作如下： 在第一章和第二章,主要通過文獻(xiàn)檢索法,閱讀了大量相關(guān)客戶關(guān)系管理的著作和醫(yī)藥企業(yè)客戶關(guān)系管理的相關(guān)研究,介紹了本文研究的背景、意義及國內(nèi)外研究現(xiàn)狀和客戶關(guān)系管理系統(tǒng)研究內(nèi)容、方法及思路并描述了客戶關(guān)系管理的重要理論支撐和研究。 在第三章中,通過理論聯(lián)系實(shí)際的方法及案例研究法并結(jié)合A醫(yī)藥企業(yè)現(xiàn)有的管理模式和管理現(xiàn)狀,提出了A醫(yī)藥企業(yè)目前在客戶關(guān)系管理方面面臨的各種困惑,提成了A醫(yī)藥企業(yè)設(shè)計(jì)的客戶關(guān)系管理系統(tǒng)希望達(dá)到的作用及目標(biāo)。 在第四章中,通過案例研究法針對(duì)A醫(yī)藥企業(yè)目前的管理現(xiàn)狀及管理困惑,介紹了為A醫(yī)藥企業(yè)設(shè)計(jì)的客戶關(guān)系管理系統(tǒng)的功能介紹,共包括了八個(gè)方面,第五章中介紹了A醫(yī)藥企業(yè)應(yīng)該如何實(shí)施客戶關(guān)系管理系統(tǒng)以及如何控制實(shí)施的風(fēng)險(xiǎn),在最后總結(jié)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.
【學(xué)位授予單位】：云南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.72

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