Guiyang City Of Pharmaceutical Companies, Large Customer Management Strategy Research

The medicine and drug circulating enterprise is actually a business which based on service, the competitions in this business are mainly focusing on fighting for client's resources especially for high-quality clients.By the mean time, the traditional business rules have already been changed with the appearance of internet, the clients' requirements are also become variously with increased consume taste, and clients change their unsatisfied enterprises become subsequent and easy. Therefore, completely promoting clients' satisfaction, building own enterprise brand impression, managing individual royal client groups as well as creating strategic partnerships are become extremely necessary.The management of relationship between client and enterprise is actually process that depends on exploring the most valuable clients and then can build up the completely satisfied, royal and strategic relationship with those clients, so that the enterprise's profit can be maximized. Every enterprise must treat their clients' requirement and satisfaction as the centre of their conduct and management. In another word, Customer Relationships Management (CRM) has already become inevitable consequences for enterprise marketing concepts development.The new 4R strategic marketing theory explains a brand new marketing concept with four basic essentials. Thus, to promote clients royalty, obtain a long-term and reliable market share, as well as to avoid the clients' royalty being transferred, the relationships with clients must be substantially constructed. So that the clients cannot be lost.With the deeply understanding of the marketing theory, the enterprises gradually realize that the clients cannot be equally the same. Thus, reasonably contribute larger portions of marketing expenses on some royal clients and some potential becoming clients. The market relations are a strategic process based on the corporation of enterprises and clients or between enterprises. If the enterprise intends to survive in such strong competition, the clients' resource is basic and necessary. The fundamental of enterprise and client relations' management is based on the concepts of 'seeing the clients as the centre'. Under those backgrounds, using some analysis tools or software to screen our clients, so that, we could detailed isolate some most valuable clients call as 'Key Account', and treat them with different events such as sales, market investigation or services, which also is one of the most important functions of clients' relationship management (CRM). Of course, the profit is a very significant standard for judging the key account.The business enterprise builds up a kind of firm contact with the key account's, this kind of contact in addition to coming from business to still have an affective factor, make key account and business enterprise closely related. Include key account the detailed file, bill of cost of the dynamic state and change, the customer categorizes a management, and it the related customer's manager wait the management of internal representative director's information. Pass establishment and analysis of database, each sections all have to the data of the customer overall understanding in detail, can give customer the more characteristic service support and the marketing design, make "the man-to-man customer's relation manage" make possible. The key account systemizes. Pass the series activity of customer's club, strengthen key account and the contact of the business enterprise, foster great customer's loyalty to the business enterprise: pass the customer's intelligence report feedback system, understand the customer's need; Pass the product kimono that the member publicizes a business enterprise a duty. According to key account different circumstance and each key account designs a marketing project together, pressing their special requests to provide a homologous product. Make to order to turn a marketing to be advantageous to the long-term relation which builds up business enterprise and customer's, because product or serve of provide is man-to-man. Raise key account to transfer cost can pass building up of the business enterprise and key account of the structure take and build up of business enterprise and key account of study relation to complete. Providing key account's difference turns a service, obtaining a business enterprise benefits to maximize thus. For the sake of accurate hold the key account's need, the business enterprise needs to have thorough understanding to the key account, and provide a high-quality service. Promote key account the marketing responsibility system in building up the foundation of key account's file, carry out great customer's norm to turn a service, develop new key account's community in making stronger original customer foundation, make a market continuously develop strong, raise a market share.