| With the complete opening of the medicine retailing market in China, the competition in this field is increasingly intensified under the fact that different medicine stores own many products with similar quality and costumers have a lot of choices. Therefore, Satisfying Customers (SC) has become the key of attracting and retaining customers and accordingly gaining competitive advantages for medicine-retailing chains.In this paper,the Customer Satisfaction was investigated by emphasizing costumer value. We can dig into the purchasing motivation through recognizing the demands of customers, and find why the product and service that enterprises are providing cann't meet the needs of customers.The fundamental principle of Customer Relation Management(CRM) theory underlines the customer value,taking the customers as the most important assets of enterprise, and taking great efforts to increase customer satisfaction and loyalty by perfect customer services and deep analysis of customer values. Therefore, CRM theory is applied to the ChengDa Fang Yuan medicine retailing chain to increase CS and find the key factors that affect main customers by ranking and analyzing all kinds of factors that may affect customer value. Meanwhile, we combine the three theorems of CRM, i.e., "one to one" sale, "Locating customer type", "Pull pattern" to help the ChengDa FangYuan realize the classification management of customers in order to satisfy those individualized demands. In addition, an effective marketing strategy can be made to further increase CS and integrate the life-long value of customers with increase of enterprise profits.The aim of this paper is to find an appropriate and effective method to help ChengDa FangYuan medicine retailing chain to increase CS and be more competitive in the market through market research, by analyzing the medicine customers value of Dalian city, and applying CRM theory to the enterprise management according the current status. |
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