【作者】 陆继芬；

【导师】 钱旭朝；

【作者基本信息】 河海大学 ， 企业管理， 2003， 硕士

【摘要】 加入WTO以后，我国医药企业面临着严峻的挑战，同时国内医疗保障体系和医药流通体制的改革，必将将我国的医药企业带入一个复杂的经济环境和竞争环境，如何在复杂的环境中获得竞争优势，提升自身的利润空间，是摆在中国医药企业面前一个非常严峻的问题。 未来企业的竞争就是客户的竞争，而客户的竞争就是信息的竞争，因此建立以客户为中心的信息一体化的医药企业，提高企业信息处理和运用的能力将是企业获得竞争优势的根本。本文正是针对目前我国医药行业的现状，提出了适合我国医药企业需求的客户关系管理解决方案。 该文章首先分析了我国加入WTO以后医药企业面临的挑战和机遇并提出应对措施；接着介绍了客户关系管理的一般理论知识；然后文章详细分析了医药行业的营销特征、主流营销模式和医药企业在市场营销、销售管理和客户服务前台管理中存在的问题，导出了医药企业对客户关系管理的需求；最后提出了我国医药企业的客户关系管理解决方案；并且在文章的结尾对企业实施该方案的价值体现进行分析。 该文章提出的解决方案，有效地解决了医药行业前台管理中存在的问题，提升丁企业运作效率和决策能力，在我国的医药企业中有一定应用价值。更多还原

【Abstract】 After China’s entry into Wto, Chinese pharmaceutical companies are facing challenges. The reforms of domestic medical security system and pharmaceutical circulation system will deem to bring China’s pharmaceutical companies into a complicated economy and competition environment. How to improve their competition ability and promote their profit space in the complex environment becomes a very big issue in front of these companies.Companies in the future will focus their competition on the customer, the competition of which is in effect the competition of information. Therefore,it is foundamental for companies to gain competitiveness that one should establish the customer-focused pharmaceutical companies information incorporation to improve its ability to deal with information. For this situation, this paper proposes the CRM plan which will satisfy the needs of China pharmaceutical companies.This article first analyzes the challenges and opportunities facing China’s pharmaceutical industry after China’s entry into Wto ,and propose the responsive measures;then introduces the general theoretic knowledge about CRM; then explain in detail the marketing features and main marketing model of pharmaceutical industry, and the existing problems in the marketing, sale management and customer-service reciept management of pharmaceutical companies as well the needs of CRM of them,and last proposes the CRM plan and the values realized by the companies whiletheir taking out this plan.The resolution plan proposed above resolves effectively the problems existing in the reciept management of pharmaceutical industry and promote the operation efficiency and decision-making ability of these companies, which is of some application value to China’s pharmaceutical companies.更多还原