The Research Of CRM System Application In Switzerland R Pharmaceutical Company

After foreign pharmaceutical market gradually saturated, Asia market especially China market gets the favor of the Multinational pharmaceutical companies. Chinese large population, large market potential and increasing ageing population, have laid a solid foundation for the development of the pharmaceutical industry. However, the Chinese market is full of fierce competition, at the same time, many original drugs are out of patent and the process of get new approval is much longer, therefore many multinational pharmaceutical companies face a lot of trouble. According to that good customer relationship will be the key to success in the market, but till now the usage of customer relationship management (CRM) system many pharmaceutical companies is not perfect. Based on this background, R pharmaceutical company is selected as the research object, after analysis the current situation of CRM system, puts forward the corresponding improvements.CRM system applied well in many industries, CRM system also owes successful cases in foreign pharmaceutical industry, but the application of CRM system in the domestic pharmaceutical industry application currently meets some problems. Based on author’s knowledge about R pharmaceutical companies CRM system situation through working for there, using PEST and SWOT as analysis tools, analyzes the current situation of company development, organizations, current situation and existing problems of the CRM system, after the questionnaire survey and unstructured interviews to R pharmaceutical company sales representatives and line managers, System analysis of the obtained data, analysis of the current R pharmaceutical company CRM system is not perfect, put forward the corresponding CRM system improvements.In this paper, through research of the application of CRM system in the R pharmaceutical companies, providing a new perspective of the research of CRM system application in the pharmaceutical industry. On the other hand, help R pharmaceutical company provide use of CRM system more effective, also giving the reference to the other pharmaceutical company’s CRM system implementation.