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论文编号：	12524
作者编号：	2320180517
上传时间：	2021/6/15 10:57:41
中文题目：	天士力集团复方丹参滴丸县域医疗市场客户关系管理研究
英文题目：	Research on Customer Relationship Management of TASLY Group’s Compound Danshen Dripping Pills in the County Medical Market
指导老师：	任星耀
中文关键字：	制药企业;县域医疗;客户关系管理;天士力集团;复方丹参滴丸
英文关键字：	Pharmaceutical Company;County Medical;Customer Relationship Management;TASLY Group;Compound Danshen Dripping Pills
中文摘要：	在过去二十年间，我国医药市场与经济增速一样，成为全球发展最为迅速的医药市场，伴随着医改进入深水区，中国医药市场的增长趋于平缓，然而县域医疗的增速显著高于地市二三级医院。在医联体、医共体、分级诊疗、双向转诊等政策不断推动下，县域医疗药品市场越来越受到重视，众多药企希望能大面积下沉县域市场，但由于不理解县域医疗的多样性，不了解县域医疗各个层级医院在不同阶段的需求，导致方法单一，没有实现期望中的增长。因此，县域医疗客户关系管理对于医药市场越发重要。本文以客户关系管理相关理论为基础，结合复方丹参滴丸的县域医疗销售现状进行分析，并提出加强天士力集团客户关系管理的方案，希望能对县域医疗药品销售的客户关系管理水平提升有所帮助。本文的框架结构如下：第一章，绪论，阐述了论文选题的背景及意义、方法与内容；第二章，客户关系管理的相关理论概述。首先介绍了客户关系管理的内涵及目标，其次阐述客户细分与客户价值，最后阐述客户互动管理与客户忠诚管理；第三章，天士力复方丹参滴丸县域医疗市场客户关系管理环境分析。首先阐述了天士力复方丹参滴丸县域医疗市场情况，其次对天士力复方丹参滴丸县域医疗市场客户及竞争进行分析，最后对复方丹参滴丸县域医疗市场进行了SWOT分析并阐述了客户关系管理中存在的问题；第四章，天士力复方丹参滴丸县域医疗市场加强客户关系管理的策略。本章从客户细分、客户价值评估、客户互动管理以及客户忠诚管理四个方面详细阐述天士力复方丹参滴丸县域医疗业务加强客户关系管理的策略；第五章，复方丹参滴丸县域医疗业务加强客户关系管理的保障，包括企业文化保障、人力资源保障与合规管理保障、信息系统保障等。本文针对复方丹参滴丸县域医疗市场客户关系管理开展研究，有利于企业完善市场销售网络，促进企业建立竞争优势，对天士力集团业务提升有着积极意义。
英文摘要：	As the most rapidly developing pharmaceutical market in the world, China's pharmaceutical market, like its economic growth rate, has attracted worldwide attention in the past decade. With the introduction of the medical reform into the deep water area, the overall growth rate of China's pharmaceutical market slows down, but the growth rate of county-level public hospitals in all stages is significantly higher than that of prefecture-level public hospitals. Under the guidance of the policies of the new medical reform, such as hierarchical diagnosis and treatment, and medical association, the county medical pharmaceuticals market increasingly gets attention, and many drug firms hope to enter the county market. However, they do not understand the diversity of county-level hospitals, and the demands of the county-level hospitals in different stages, leading to adopting the single method and thus not achieving expected growth. Therefore, county medical customer relationship management is becoming more and more important to pharmaceutical enterprises. Based on the relevant theoretical research on customer relationship management, this thesis analyzes the current situation of county medical sales of Tasly group compound danshen dripping pills, and puts forward the improvement strategy of customer relationship management of Tasly group, hoping to provide reference for the customer relationship management of county medical and pharmaceutical sales. The framework of this thesis is as follows: Chapter One, Introduction, elaborates the background, significance, methods and content of the topic selection of the thesis; Chapter Two is an overview of the relevant theories of customer relationship management. First, it introduces the connotation and goals of customer relationship management. Secondly, it describes customer segmentation and customer value. Finally, it describes customer interaction management and customer loyalty management. Chapter Three is the analysis of customer relationship management environment in Tasly's compound Danshen dripping pills county medical market. First, it describes the medical market situation of Tasly Compound Danshen Dripping Pills in the county area. Secondly, it analyzes the customers and competition in the county medical market of Tasly Compound Danshen Dripping Pills. Finally, it conducts a SWOT analysis of the compound Danshen Dripping Pills county medical market and explains the existence of customer relationship management. The fourth chapterelaborates on Tasly’s compound Danshen Dripping Pills County Medical’s strategy to strengthen customer relationship management from four aspects: customer segmentation, client value evaluation, customer interaction management, and customer loyalty management; Chapter 5 elaborates on Compound Danshen Dripping Pills County Medical Market Customer Relationship Management Management assurance, including corporate culture assurance, human resources assurance and compliance management assurance, information system assurance, etc. This thesis conducts case analysis on the customer relationship management in the county medical market of compound danshen dropping pills. It is not only conducive to seize the market opportunity, but also can achieve the strategic objectives of the enterprise, which is of positive significance for promoting the business development of Tasly Group.
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