A Research Of The Salespeople's Compliance Management In A Foreign Pharmaceutical Enterprise In China

The Glaxo Smith Kline(hereinafter referred to as GSK) plc bribery scandal in 2013 pushed the corruption of pharmaceutical industry in China to the highest point and disclosed a series of misconducts violating compliance of pharmaceutical enterprises of foreign capital represented by GHK, which is of much revolutionary significance to the compliance development of pharmaceutical enterprises of foreign capital in China. Thereby, pharmaceutical enterprises of foreign capital has been paying more attention to compliant management so as to avoid bribery in the process of product promotion. However, the compliance of pharmaceutical enterprises of foreign capital lies more in the management of sales staff to regulate and check their actions of academic promotion to reach the standards of compliant management.Based on the review of latest relevant research records and results at home and abroad, this thesis combined it with the method of questionnaire survey and statistical analysis: first, identifying the reasons why sales staffs are reluctant to implement the compliance completely, namely incentive mechanism, punishment mechanism, external competition and training system. Then, designing a survey questionnaire based on the four reasons and conduct reliability analysis to the questionnaire with Cronbach a. The score was higher than 0.8, suggesting the questionnaire be highly reliable. Further, the questionnaire was conducted among 120 of the sales staffs in B company, which revealed the true causes for the reluctance of sales staff to implement compliance, namely incentive mechanism, and external competition. Lastly, based on the result of the research, this thesis offers improving measures with regard to compliance management of the sales staffs to reduce the odds for noncompliance maximally. Four aspects should be included: recruitment and training of sales staff, management of sales behaviors, evaluation and promotion, incentive and punishment. With compliance management and systematical updates of the four aspects, the odds for noncompliance would be reduced maximally.