山东华鲁制药有限公司的CRM应用

山东华鲁制药有限公司的客户关系管理姓名：*****专业：*****班级：*****学号：*****************2011年5月I山东华鲁制药有限公司的客户关系管理摘要在医疗体制改革日益深化的今天，越来越多的制药企业认识到了客户对于企业发展的重要性，如何做好客户关系管理被认为是提高企业竞争力的重要手段。CRM（CustomerRelationshipManagement,客户关系管理系统）就是为制药企业解决这个问题开出的一剂良方。山东华鲁制药有限公司是山东省重点医药企业之一，公司以生产大输液系列产品为主，大输液产销量居全国第一位。随着医药市场价格竞争激烈，主要原材料、人员工资成本不断上升，公司的经济效益持续下降。面对日趋激烈的市场竞争环境，尤其能够体现到客户之珍贵。因此如何在短期内提高对客户的服务能力是制药企业提高竞争能力的另外一个途径。客户关系管理（CustomerRelationshipManagement,简称CRM）既是一种改善企业与客户关系的新型管理机制，也是一套先进的信息技术系统，客户关系管理为企业带来的利益已经在国外引起制药企业的共识。本文通过阐述客户关系管理的核心思想和产生背景，并结合我国药品销售模式及医药产品市场营销特点，指出实施CRM对我国制药企业的意义，重点探讨如何在制药企业成功地实施CRM。主要采用的研究方法有：查阅相关文献法对客户关系管理进行理论综述；构建模型法及调查法确定评价指标和权重；采用实证分析法论证评价指标的科学性和有效性。本文的研究一方面是总结和利用权威机构的有关研究成果，另一方面考察华鲁制药有限公司的CRM实施和运用情况，经过与业务部门和信息部门的充分交流，加深对CRM理念和解决方案的认识和理解。因此本文将管理理论和信息技术相结合对制药企业实施CRM进行讨论和设计，以保证内容的可行性和实用性。关键词：CRM战略隐私信息管理制药企业IIABSTRACTToday,withfurtherreformationofhealthsystem,moreandmoreenterprisesinpharmacyrealizedtheimportanceofcustomer.Howtokeepgoodrelationshipwithcustomerswillhelpthosetostrengthencompetition.So,CRMisaresolvent.ShandongHualuPharmaceuticalCo.,Ltdisoneofthekeypharmaceuticalenterprises,thecompany’smainpruductsisthebigtransfusionseriesproducts,andthebigtransfusionranksfirstinChina.However,withthepharmaceuticalmarketpricecompetitionisintense，themainrawmaterials，risingcostsofsalaries，thecompanyeconomicefficiencycontinuestodrop．Facedwithincreasinglyfiercecompetitioninthemarketenvironment，especiallycanreflecttothecustomer'sprecious.Therefore，howtoimprovecustomerservicecapabilityinshort-termperiodisanotherapproachtoenhanceChinesepharmaceuticalcompany’Scapabilities．CustomerRelationshipManagement(CRM)isnotonlyanewmanagementmechanismtoimproveenterpriseandcustomerrelationship，butalsoanadvancedinformationtechnologysystem．ManyforeignpharmaceuticalcompaniesaleconvincedofCRMbenefitstothem．ThearticleexpoundsCoremanagementphilosophyanddevelopmenthistoryofCRM,and‘demonstratesthesignificanceofCRMimplementationtoChinesepharmaceuticalenterprises.Themainresearchmethod:refertotherelevantliteraturetheoryofcustomerrelationshipmanagementreview;constructingmodelmethodandinvestigationmethoddeterminingtheevaluationindexandweight;adoptempiricalanalysisdemonstratesthescientificandeffectivenessevaluationindexes.TheresearchofthearticleincludestheresultsandconclusionsofauthoritativeinstitutionsandarealbusinesscaseofCRMimplementationinShandongHualuPharmaceuticalCo.,Ltd.Afterfullyexchangesofbusinessdepartmentsandinformationdepartment,DeepingourunderstandingoftheCRMideasandsolutionsfortheunderstandingandtheunderstanding.ThereforethispaperwillmanagetheoryandinformationtechnologytoIIIpharmaceuticalenterprisecombiningdesignandimplementationofCRMtoensurethecontentofthefeasibilityandpracticability.Keywords:CRMstrategypharmaceuticalenterpriseinformationmanagementprivacyIV目录第1章绪论.........................................................................................11.1CRM概述..........................................................................................11.1.1研究背景...................................................................................11.1.2选题意义...................................................................................31.2国内外研究现状...............................................................................51.2.1CRM在国内外的应用现状...........................................................51.2.2中国制药企业外部环境分析........................................................71.2.3国内药品销售模式及市场营销特点.............................................81.2.4CRM对我国制药企业的意义........................................................10第2章CRM在制药企业的实施方略..........................................................132.1制药企业的CRM战略部署...................................................................132.1.1CRM战略部署.............................................................................132.1.2CRM战略内容.............................................................................142.2制药企业成功规划及实施CRM的步骤.................................................162.1.1成立CRM项目小组及业务需求分析............................................162.1.2CRM行动计划及软件技术选择....................................................172.1.3CRM系统的实施、安装和维护....................................................192.3制药企业CRM系统架构...................................................................192.3.1联机分析处理..........................................................................202.3.2数据挖掘.................................................................................212.4对CRM实施进行评测.......................................................................21第3章山东华鲁制药有限公司实施CRM案例分析......................................223.1实施CRM的背景和动因...................................................................223.2确立CRM实施目标及实施方法............................................................233.3CRM项目风险评估及对策.................................................................253.4实施效果预测及成功因素分析..........................................................25V第4章中国制药企业实施CRM................................................................27的障碍及应对建议............................