Research On Customer Relationship Management Optimization Of A Pharmaceutical Compan

With the continuous improvement of China’s residents’ medical security system and the deepening of medical system reform,China’s pharmaceutical industry has gained huge development space and entered a period of rapid development.At present,there are more and more kinds of products in the pharmaceutical market and more and more new manufacturers,which leads to increasingly fierce competition in the pharmaceutical market.In this case,in order to gain a stronger competitive advantage,pharmaceutical enterprises must pay attention to product quality and service,but also carry out customer relationship management,pay attention to customers’ consumption perception,improve customer satisfaction,and strive to maintain the relationship between enterprises and customers in order to maintain long-term and stable cooperative relations.At the same time,enterprises also need to actively develop new customers with the help of big data technology,wake up sleeping customers,save lost customers and maximize the market competitiveness of enterprises.Company A is a pharmaceutical distribution enterprise integrating drug wholesale and distribution,and its customers are mainly various medical institutions,distribution companies and terminal pharmacies in the region.Although the enhancement of residents’ health awareness has promoted the development of the pharmaceutical market to a certain extent,there are more than a dozen registered pharmaceutical enterprises in this region alone,and there is a general problem of product homogeneity.Various drugs with similar curative effects and different specifications are flooding the pharmaceutical market,which gives customers more choices in consumption,thus greatly intensifying the competition in the pharmaceutical market.In this case,Company A needs to fully carry out customer relationship management,continuously improve the corresponding service level while paying attention to product quality,pay full attention to customers’ purchasing needs,and strive to maintain customer relationships,so as to enhance customers’ satisfaction and loyalty with better services,thus ensuring the healthy and stable development of the company.Firstly,this thesis combs and summarizes the literature achievements and related theories of customer relationship management,which lays the theoretical foundation for this thesis;Then,taking A pharmaceutical company as the specific research object,based on a basic understanding of the organizational structure,business scope and operating conditions of A company,this thesis makes a detailed analysis of the current external environment and internal environment of A company,and then designs a questionnaire on customer relationship management of A company,and conducts questionnaires and interviews with the company’s management,sales staff and major customers to deeply find out the shortcomings and causes of problems in customer relationship management of the company.Specifically,the main problems in customer relationship management of Company A are as follows: weak customer relationship management consciousness,chaotic customer relationship management process,lack of customer information management system,insufficient customer relationship maintenance ability,lack of old customer loss handling mechanism,etc.Based on the detailed analysis of the present situation and problems,the optimization strategies are put forward.The purpose of this study is to find a positive solution to the problem of customer relationship management in A company,and at the same time provide some theoretical reference for other enterprises in the same industry.