The Application Research Of A Pharmaceutical Enterprise CRM System

After our country joins WTO, pharmaceutical enterprises in the state-owned enterprises, low level, extensive monopoly situation has been broken, the pharmaceutical enterprises are facing severe challenges, moreover, the domestic medical security system and the medicine circulation system reform, China’s pharmaceutical enterprises with a very complex and the economic environment and the competitive environment. In order to obtain a competitive advantage in the complicated market environment, expand the business of selling drugs share, while increasing the profits of the enterprise space, which is an urgent problem in front of Chinese pharmaceutical enterprises. Along with the medicine circulation enterprises competition intensifies year by year, the original "product-centric" business ideas quickly changed to "market management concept to the customer as the core", the customer has become the pharmaceutical enterprises to chase the target, embodies customer resources become the core competence of pharmaceutical enterprises. The medicine market in China, the increasing homogenization of products, how to improve enterprise in numerous customer’s approval is needed to solve the problem of each medicine enterprise. So the implementation of customer relationship management, is of great significance to the medicine circulation enterprises, and customer relationship management theory and the practice method all has become the focus of attention.After our country joins WTO, pharmaceutical enterprises in the state-owned enterprises, low level, extensive monopoly situation has been broken, the pharmaceutical enterprises are facing severe challenges, moreover, the domestic medical security system and the medicine circulation system reform, China’s pharmaceutical enterprises with a very complex and the economic environment and the competitive environment. In order to obtain a competitive advantage in the complicated market environment, expand the business of selling drugs share, while increasing the profits of the enterprise space, which is an urgent problem in front of Chinese pharmaceutical enterprises. Along with the medicine circulation enterprises competition intensifies year by year, the original "product-centric" business ideas quickly changed to "market management concept to the customer as the core", the customer has become the pharmaceutical enterprises to chase the target, embodies customer resources become the core competence of pharmaceutical enterprises. The medicine market in China, the increasing homogenization of products, how to improve enterprise in numerous customer’s approval is needed to solve the problem of each medicine enterprise. So the implementation of customer relationship management, is of great significance to the medicine circulation enterprises, and customer relationship management theory and the practice method all has become the focus of attention.The main work of the thesis are as follows:In the first chapter and the second chapter, mainly through literature retrieval, reading a great deal of research related to customer relationship management works and pharmaceutical enterprise customer relationship management, this thesis introduces the research background, significance and research status at home and abroad and customer relationship management system, contents, methods and ideas and describes the important theoretical support and the research of customer relationship management.In the third chapter, by the method of theory with practice and case study method and the combination of A pharmaceutical enterprises existing management mode and management present situation, proposed a variety of confusing A pharmaceutical companies are facing in customer relationship management, the royalty customer relationship design A pharmaceutical enterprise management system and achieve the goal of hope.In the fourth chapter, through the case study method for A pharmaceutical enterprise present management situation and management confusion, introduces customer relationship management system design of A pharmaceutical enterprise function introduction, consists of eight aspects, the fifth chapter introduces the A pharmaceutical enterprises should be how to implement customer relationship management system and how to control the risk implementation, finally summarizes the shortcomings in this paper.