The Research On The Loyalty Of Pharmaceutical Representatives

In China, medical market competition between enterprises is becoming more and more fierce. For those enterprises, how to be the leaders of the market is the keen problem, and one solution to the problem is how to organize the marketing team. This essay focuses on this research.Firstly, this essay provides further researches and theoretical basis based on a lot of relevant documents to the views,Secondly, the author has designed an outline according to the pharmaceutical industry’s features, and has interviewed more than20employees of4medical enterprises. From the research, we can find out the factors that have influenced on the loyalty of the pharmaceutical representatives.According to the interview result, the author has worked out a questionnaire in order to test the reliability and validity. Then, a final questionnaire is formed after revising the items. By the use of Software SPSS17.0, the author has adopted Principal Component Analysis, Compare Means, Independent-Samples T Test, correlation and regression analysis. After that, the author has analyzed the recycled195questionnaire’s data, and has had a systematic analysis.Finally, according to the survey report, the author has put forward some effective suggestions as following:improve the recruitment process to establish a fair salary system, improve the performance appraisal system, establish appropriate management style, effective communication, and create a good corporate culture. The purpose of this essay just want to give the management a reference both on theory and practice.