The Study Of OTC Terminal Customer Relationship Marketing Of Shenzhen Neptunus Medicine LTD

OTC system first origined from the developed countries such as America and Japan. China put OTC management system into practice relatively late, but OTC market will grow rapidly with the thorough innovation of our medical insurance, the popularity of medical knowledge and the reinforcement of the awareness of self health care. Now, the OTC market of our country have formed the rudiment, and will have tremendous development potential. Domestic medicine corporations are faced with chances and challenges which have never existed before. Meanwhile, with the great change of market situation and the increasingly intense competition, a growing number of corporations realize that they can not ensure their superiority in the competition only depending on satisfactory products and excellent quality. Customers are more and more initiative in the markets, and have become the most valuable resources which influence the existence and development of an enterprise. How to carry out customer relationship marketing and how to establish and maintain long-term close mutual benefit with customers have become the key factor which are related with the success and failure of the corporation management. At present, domestic corporations have begun to think highly of customer relationship marketing and have took corresponding measures through which they expected that they can win economic returns and form new competitive advantage. However, there are also some problems in the realization and management in domestic corporations. When enterprises carry out some relative promotion management, they carry them out spontaneously and without sequences, only depending on their shallow apprehension and recognition on. Because of these situation mentioned above, we depend on the study of relationship marketing theory, lining with the principle of theory guiding practice to try to investigated the promotion practice of Shenzhen neptunus medicine limited company on the spot and point out clearly three problems:(1) There are some deficiency on relationship marketing knowledge and lack of relationship marketing concepts (2) They neglect interior relationship marketing. (3) There is low administrative levels between company and customers. We resort to the theory of relationship marketing to put forward some mending suggestion and hope to help the company in its detailed managements. (1) Put division of customers in practice. Cost is needed in the development on relationship marketing with customers. It needn't take many manpower, time and money in keeping in touch with all of customers. Sometimes, excessive measures taken to keep a close connection with customers are not worth the candle. In order to know about customers in a complete and detailed way, we must base on the traditional division of customers and close relations with customers to set down another division of customers again. From the payoff of customer, we can divide the customers into two parts :customers with payoff and without payoff. From the relation of customers, we divide them into business and relation customers. It is a successful key that we must make right orientation on the subject of market. In the face of customers, firstly, corporations need estimate the ability of customers'payoff, from analyzing purchase sum and amount of single customers, to make sure who are the payoff customers. Secondly, the company still need analyze the data of purchase times and percent discount of single customers and so on, to differentiate the business and relations customers and take the sale tactic based ondifferent customers. The customers of high payoff are very important in company relationship marketing with customers. (2) Strengthen on construction about staff procession. The company must depend on the staffs to keep a close connection with customers. It is very important for a company with many excellent staffs. Without them, a company can not realize the high productive and high-quality service, it can not also deliver the information and affection to the customers so that it can not realize the relation maintenance with customers. So, first, a company must make the staffs establish correct recognition of relationship marketing. Make clear the differentiate of relationship marketing and "try to establish a relationship with sb to sale sth by the back door", the former is outcomes of altitude development of market economy in modern times, the result of increasingly competition of market, however, the latter is outcomes of underdevelopment of market economy. Enterprises must build up right conception of relationship marketing so as to bring good effect of it. Second, a company must care about the staff, reform training, and put a premium on the performance of staffs to improve their enthusiasm on work and work proficience and have the sense of attachment and faithfulness. Third, it is very important that a company need to form a group to work on customers'relationship marketing. At last, a company must attach important to interior relationship marketing to improve satisfaction of the staffs. The theory of relationship marketing considers that marketing including in the wholeness of company business. Actualizing relationship marketing not only the duty of marketing department, because each badness behavior from corporations is likely to affecting the maintain of relations with customers, everyone in the company should establish consciousness of relationship marketing with exterior to reach the...