Research On The Loyalty Of Pharmaceutical Sales Representative Of AB Pharmaceutical Limited By Share Ltd

With the development of social economy and the deepening of pharmaceutical reform,the competition in the pharmaceutical industry is becoming more and more fierce.The promulgation of the new health care reform in 2009 has made the business environment of pharmaceutical enterprises more stringent.For pharmaceutical enterprises,whether they can have a team of medical representatives with strong ability,strong professional knowledge and high loyalty determines their development height.However,brain drain is a headache for almost every enterprise,especially for the pharmaceutical representatives of pharmaceutical enterprises,and the turnover rate is still high.If we can find out the fundamental problems and improve them by studying the loyalty of medical representatives,it will be of great benefit to the stability of the pharmaceutical industry and the development of the pharmaceutical industry.This study aims to improve the loyalty of pharmaceutical representatives in enterprises.Guided by incentive theory,hierarchy of demand theory and career planning theory,interviews and questionnaires are used as the main survey methods.Descriptive statistics and one-way ANOVA are used to analyze the situation of pharmaceutical representatives in AB pharmaceutical Limited by Share Ltd,in order to grasp the true situation of pharmaceutical representatives in AB pharmaceutical Limited by Share Ltd.Based on the data obtained by interviews,questionnaires and other means,through the analysis of the causes of the problems,the factors affecting the loyalty of medical representatives are deeply excavated,and effective strategies to enhance loyalty are put forward.This study draws several conclusions: 1.The loyalty of medical representatives is mainly influenced by eight factors: salary status,interpersonal relationship,corporate culture,leadership style,career,work attitude,management,turnover intention,etc.The main reasons can be summarized as corporate culture,working environment and salary and welfare;2.Through further comparative analysis,it is found that corporate culture is shaped.In terms of personal factors,gender,length of service,monthly income and job position are different,and the differences are obvious.3.In terms of strategies to enhance the loyalty of medical representatives,the improvement of comprehensive management of enterprises is the main one,including shaping a good corporate culture and working environment,strengthening recruitment management and improving salary.Remuneration system and improving the internal career planning of enterprises.