Research On Customer Relationship Management For Pharmaceutical Company

After China's entry into Wto, Chinese pharmaceutical companies are facing challenges. The reforms of domestic medical security system and pharmaceutical circulation system will deem to bring China's pharmaceutical companies into a complicated economy and competition environment. How to improve their competition ability and promote their profit space in the complex environment becomes a very big issue in front of these companies.Companies in the future will focus their competition on the customer, the competition of which is in effect the competition of information. Therefore,it is foundamental for companies to gain competitiveness that one should establish the customer-focused pharmaceutical companies information incorporation to improve its ability to deal with information. For this situation, this paper proposes the CRM plan which will satisfy the needs of China pharmaceutical companies.This article first analyzes the challenges and opportunities facing China's pharmaceutical industry after China's entry into Wto ,and propose the responsive measures;then introduces the general theoretic knowledge about CRM; then explain in detail the marketing features and main marketing model of pharmaceutical industry, and the existing problems in the marketing, sale management and customer-service reciept management of pharmaceutical companies as well the needs of CRM of them,and last proposes the CRM plan and the values realized by the companies whiletheir taking out this plan.The resolution plan proposed above resolves effectively the problems existing in the reciept management of pharmaceutical industry and promote the operation efficiency and decision-making ability of these companies, which is of some application value to China's pharmaceutical companies.