医药销售的客户关系管理——以华工医药有限公司为例

上海交通大学硕士学位论文医药销售的客户关系管理——以华工医药有限公司为例姓名：于力申请学位级别：硕士专业：工商管理指导教师：任建标200503265---WTOCRMCRMCRMCRMCRMCRMCRMCRMCRMCRMCRMCRMCRMEMBA6CUSTOMRELATIONSHIPMANAGEMENTOFTHEMEDICINESALESABSTRACTAfterChina'sentryWTO,Chinesepharmaceuticalcompaniesarefacingchallenges.ThereformsofdomesticmedicalsecuritysystemandpharmaceuticalcirculationsystemwilldeemtobringChina'spharmaceuticalcompaniesintoacomplexeconomyandcompetitiveenvironment.Howtoimprovetheircompetitionandpromotetheirprofitspaceinthecomplexenvironmentbecomesaveryimportantissuefacingthesecompanies.Thispaperanalyzesthepharmaceuticalindustry,putsupthesolutionofCRMforthesecompaniesbasedontheknowledgeofCRM.Andthenitexploresthepracticebythecaseofthepharmaceuticalcompany.Firstly,IrelatethehistoryofCRMandthechangesbroughtbyCRM,thenthepaperanalyzeshowtosetupCRMsysteminthebackgroundofelectronicbusiness.AftertheanalysisofthepresentsituationinChina,Iputupthemaintopicofthispaperandthesketchofthepaper.Inthesecondpart,theauthorreviewthebasictheoryofCRM,includingthetheorysystemofCRM,theprocessofCRM,thekeyfactorsforthesuccessofCRM.Thispartisthetheoreticalbasisofthepaper.Inthethirdpart,thispaperfirstlyanalyzesthecharacteristicsofChinesepharmaceuticalindustry,theproblemsinthepracticeofCRM,thebasicfunctionsoftheCRMsystem.AndthenIputforwardthekeypartsoftheCRMsystem.Atlast,IexplorehowtosetupCRMsystembyonecase.Atthelastpart,Ireviewthepaper,andpresentthefutureofCRM.KEYWORDS:medicinemarketing,CRM,informationmanagementEMBA32005326EMBA4EMBAEMBA11,,e,,,,,,,,1.1CRM,,,(CRM:CustomerRelationshipManagement)CRM,CRM,CRM,,,,,CRMCRM,,CRMCRM,CRM,,CRM,,CRM,,CRM,CRM,,(BPR),CRM,1CRMCRM,1984,IvesLearmonth(CRLC),,CRM2090,CRM,(SFA)EMBA2(CSS),2090,KalakotaWhinston(ECEB)[5],:(B2C)(B2B),CRMZwass:,,CRM(),GroupCRM2090,,,CRMCRM(ECRM)CRM(ECCRM)2CRMCRM,CRMCRMRomano,CRM,Group,CRM,,,BurghardGalimi,CRM(IT),,sterleMuther,CRM,,,,CRMSchulzeCRM,Swift,CRM,,CRMCRM,Romano,,Group,SterleMutherSchulzeCRM,,SwiftEMBA3CRM,,CRM,,1),(),,,,,,,,,,,2),,,,,,,3),,,4),,,,,,,CRMCRM,1.2CRMCRM,,,CRMCRM,,,EMBA41,,,CRM,,,2,,80,,,,,,,,,?,,,3Amazon,Ford,,,,4,,(Massproduction)(Masscustomization),,,,,,,,,,,,,,EMBA5,,,,,CRM1.3CRMCRM,CRMCRM,,1,,2,Web,,,,,,,3,Internet,,,IP,Internet,,,4CRMInternetCRM,Internet,,,CRM,,,,,EMBA61.4CRMBostonerARMResearchCRM60%1998CRMERPCRMSiebelNortelNetworksPeopleSoftBaanOnyxOracleSPACRM50077%CRMCRMCRMERPSAPOracleCRMCRMIDCInternationalDataCorp199965%CRM28%12%CRM35%CRMIDCCRM3001.11.1IDCCRMCRM45%44%IT11%1.2IDCCRMCRM40%23%20%17%EMBA7CRM310ERP1.2CRMCRM8%10%-20%281.3CRM1.3CRMCRM*444.34.13.93.93.93.83.43.33.1*0-4.5CRMDeloitte1999202CRM11CRMCRMCRM29%38%minor29%CRMCRMERPEMBA8CRMCRMCRMERPCRMOracleSAPCRMCRMSiebelCRMCRM1.5CRM,:(1)CRM,,,(2)CRM(3),(4),CRM,,CRM,CRM,:,,,CRM1.41.4,CRM1.4CRMCRMEMBA91.61CRMCRMOTCCRMCRMCRM/CRMEMBA10CRMCRMCRMCRMCRMCRMCRM2CRMCRMCRMCRMCRMCRMCRMCRMCRMCRMCRMCRM1.1EMBA112CRM2.1CRM1CRMCRM,CRM2.12.22.1CRM2.2CRM2CRMCRM,ICT,CRMCRM,CRM,CRMCRM:3,,CRM,ICT(InformationandCommunicationTechnology),,,,EMBA12CRM,,CRM,CRM,CRM,2.3:2.3CRM4,:5CRMCRM,,CRMCRM,2.4:6CRM,CRM,,EMBA13:(FactualData):(DerivedData):(Cross-sell)(Up-sell)2.4CRM,,,,CRM,2.52.5CRMEMBA147CRMCRM,,,,CRM,2.62.6CRM8CRMCRM,,CRM(2.72.7CRMEMBA1591123456723452.2CRMEMBA16CRMInternet2.3CRM,,,CRM,:,,,,,,1,CRM,,:CRM,CRM,,,CRM,CRM,CRM,,,CRM,,,,CRM,EMBA17,CRMCRM,2CRM,,,,,,,,,,,,,,,,,,,CRM,,ERP,,ERP(SCM),CRM,3CRMCRM,CRM,,CRM,()IT,CRMCRM:?????ITITCRM,,CRMCRM:?????CRM:EMBA184CRM,,CRM,,,CRM,CRMCRM,,CRMCRM,CRMCRM,,CRMCRM,CRMCRM,CRM,CRM,,CRMCRM:CRM,,,,,,,,,,,CRM,1/3,2/3,,,,CRM,5CRMCRMCRM,,,,:,EMBA19CRMATMCRM,1,,CRM,CRM2,,,3,CRM,,4,,,MIS,CRM,5,,,,,6,,6CRM,,,CRM,CRM,CRM(),,,,,CRMCRMCRMEMBA20---,CRMCRM,CRM,,,CRM,,,CRM,CRMCRM,:CRMCRMCRM,,Internet,InternetCRM,,(artificialintelligence)(dataware)(datamining)InternetCRM,CRM,InternetCRM,,,,,,,,CRMEMBA213WTO“”19582060“”UF/CRM3.1WTO19060004900GMPGSP3000EMBA2278%23.2112/342CRMCRMCRMEMBA23CRM3OTC&3.3CRM1CRMCRMCRMCRM+PRM+DRPCRMPRMDRPEMBA242CRMGSPCRM3CRMCVM68PLMCVMCRMCRM3.4CRM1CRMEMBA252CRM345CRM6EMBA263.5CRM12··  · 3.13··EMBA27CRM· 3.24··CRM···/EMBA283.35···CRM··   ·EMBA293.46UF/CRM123EMBA3071233.6CRMWTOe-2-31EAS_CRMEAS-CRMeSaleseService20eSalesEMBA31/EASCRMEAS-CRMEAS-CRM/WebApplicationServerWebServerWindowsServer3-6EAS-CRM/WebApplicationServerK/3DDN2EASCRM(ROI)1234EAS-CRM/5EAS-CRMEAS-CRM6EAS-CRMCRM3CRMe-CRMCRMCRMCRMEMBA32CRMCRMCRM4EASCRM1EAS-CRM//EAS-CRM1-3EAS-CRMEAS-CRMCRMe-EAS-CRM3-6CRMCRMEAS-CRM7-2-170%20%10%2EAS-CRMEAS-CRMEMBA3335e-e-e-EAS-CRMEAS-CRMCRMERPe-e-CRMERPSCM6EASCRM1EAS-CRM1-2CRM2EAS-CRMEAS-CRMCRM3EAS-CRMEAS-CRMCRMEAS-CRM4EAS-CRMEMBA34CRMe-3-6122-3e-5EAS-CRM6e-6-12EMBA3544.1CRMCRM,CRMCRMCRMCRMCRMCRMCRMCRM4.2CRMCRM,CRM,:(1),,(2),(3),,(4)CRM,,CRMDavid,,CRM,CRM,EMBA36CRM,,CRM,CRM,CRMCRM,,,,CRM,14.1CRMCRM,,,,CRMCRM,,,,,(BPR),,,CRM,,,CRM,4.1,4.1CRM,CRM,CRMCRM,CRMCRM,,EMBA37,,,,,,,,CRM,,CRM,(),,CRM,CRM,CRMCRM,,,,4.1,,CRM,CRM,,,,,,,4.1,CRM,CRMCRMCRM,,,CRM,CRM,,CRM,CRM,,,,,CRM,CRM,CRM,EMBA381.2002.102.2002.13.P.J.2001.14.E2002.85.2002.16.19987.CRM2003.4145148EMBA39EMBA40[1]2003EMBA2005[2]2003EMBA2005医药销售的客户关系管理——以华工医药有限公司为例作者：于力学位授予单位：上海交通大学相似文献(