The ECRM Of Pharmaceutical Enterprises

The development of Internet is advancing at the speed of irresistible rate, therefore various industries especially enterprises and current industries are engaging in increasing enterprises' communication efficiency by studying and applying Internet. In recent years, with the comprehensive reformation of our country's pharmaceutical system, more and more pharmaceutical enterprises engage in drastic marketing competition and the expectation to computers has changed from single supporting enterprises' inner operating business to the demand of upriver and downriver business management. The core of enterprises' operation and the core of sales is customer management, therefore only by good customer management, can enterprises increase sales amount and engage in more and more drastic marketing competition.With the continuous expansion of pharmaceutical enterprises' operation scale, enterprises' business amount increase doubly, therefore traditional customer management mode is not suitable to build modern pharmaceutical enterprise. In order to improve enterprises' integral competitive ability and economic benefit, the road of comprehensive informalization is an inevitable trend. Present pharmaceutical enterprises' MIS can't satisfy the following demand: (1) There is a lack of timely information exchange between enterprises and customers which makes the cycle of commodities provision be prolonged and difficult to realize the quick response of market change; (2) Enterprises' integral business process is not reasonable or efficient and it doesn't fit for enterprises' substantive, complicated business management. (3) It is difficult for deciders to monitor enterprises' operation timely and efficiently; (4) It can't provide quick, scientific, efficient support for enterprises' operation analysis and decision; (5) There is lack of the recognition of customer management cost, which increases enterprises' cost.As discussed above, it is necessary for pharmaceutical enterprises to explore an efficient, complete, integral MIS, while there is no managing software according to pharmaceutical enterprises' customer management characteristics. Therefore, according to the demand of Keyi Pharmaceutical Industry and based on the theoretical research on customer management, we explore the customer management software with strong pertinence by means of Delphi. According to the problems existed in present pharmaceutical sale system and realize the following aims: (1) realizing the share of information and timely exchangebetween enterprises and customers, and shortening commodities provision cycle; (2) optimizing enterprises' business process, increasing enterprises' working efficiency and reducing workers' labor load; (3 ) establishing enterprises' efficient information network and making decision-makers master enterprises' operation timely and control it efficiently; (4) providing strong auxiliary support for enterprises' operation analysis and decision and making enterprises' decision quick, scientific and effective; (5) reasonable classifying customer management, shortening response time, increasing service quality and reducing enterprises' operation cost.This paper provides a project, which can solve the problems, existed in pharmaceutical enterprises' customer management effectively, upgrade enterprises' operation efficiency and decision ability, and has certain application value in pharmaceutical enterprises in our country.