XBD Medical Device Company's Customer Precision Management Research Based On CLM Strategy

With the promulgation and implementation of the new medical reform program,it is difficult for multinational medical device companies to achieve independent pricing of their products,and the profitability of multinational medical device companies has shrunk dramatically.In the face of fierce market competition after medical reform,medical device companies must use the ever-changing Internet technology to transform and innovate existing customer relationship management so as to be able to establish and maintain a competitive advantage in the market after the new medical reform.In the context of the new health-care reform,multinational corporation XBD Medical Devices expects to establish a customer relationship management model based on CLM marketing strategy to continue to maintain the healthy and sustainable development of XBD medical device companies in the Chinese medical device market.The author takes the multinational corporation XBD medical device company as the research object,mainly adopts the literature analysis method and questionnaire survey method,and combines the statistical results of the specific questionnaire survey to design the XBD medical device company's precise customer relationship management program from the perspective of the CLM strategy.Through the analysis of the competitive environment faced by medical device companies,the background and significance of researching customer management of XBD medical device companies,as well as the ideas and methods of research are presented;then the related documents of customer relationship management and precision marketing of medical device companies are carried out.After combing,the application of CLM strategy in multinational CRM management system was analyzed.then,based on the analysis of XBD medical device company's customer management status,the problems existing in XBD medical device company's current customer management were identified through questionnaire survey.There are major problems such as lack of customer information system,lack of channels for customer communication,low sensitivity of the competitive market,failure to fully understand the real needs of customers,and unsatisfactory customer information management results;On this basis,SWOT analysis is used.The XDM medical device company customer precise management marketing program is proposed on the base of CLM strategy.The program mainly includes precise customer relationship management positioning,optimization of precision marketing business processes,scientific segmentation of precise customer types,improvement of customer value evaluation system,expansion of customer internal contact network,optimization of customer compliance management system.Finally,the leadership support,various systems,human resources,information technology,corporate culture,and other aspects propose safeguard measures are recommended based on the CLM strategy for customer precise management solutions.Through the research on the status quo and problems of XBD medical device company's customer relationship management,XBD medical device company developed a customer relationship precision management program based on CLM strategy.We hope that this program can improve the management of XBD medical device company customers relationship management,but also improve other medical device companies and provide some reference for the customer relationship management.