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论文编号：	14181
作者编号：	2320213771
上传时间：	2023/12/7 17:31:11
中文题目：	强生公司（中国）客户关系管理策略研究
英文题目：	Research on Customer Relationship Management Stratege of Johnson&Johnson （China）
指导老师：	刘建华
中文关键字：	强生公司；客户关系；服务营销
英文关键字：	Johnson & Johnson ；Customer relationship；Service marketing
中文摘要：	近年来，随着医疗竞争局势白热化和国家药品集中采购政策的施行，医药企 业之间的竞争已经不局限于产品之间的区隔竞争，客户关系管理的重要性在企 业也上升到一个新台阶。企业间针对目标客户的竞争越来越激烈，也逐渐出现同 质化的特征。随着国内外针对客户关系管理理论的研究不断深入和完善，企业间 也开始科学的进行客户关系管理理念的构建，从人力资源、企业文化、组织和制 度建设以及信息管理系统上给予了更多的制度和监管机制的设立。强生公司（中 国）主要从事非处方药和日常健康护理的产品在中国的推广和销售。由于对客户 关系管理的不系统和工作人员的不重视，企业在客户关系管理上面临着客户信 息收集和分级机制不完善，客户开发意识弱以及对客户流失机制重视度不够等 系列问题。企业面临更大的增长需求，便需要在现有组织结构上，开展差异化的 竞争，其中客户关系管理理念便是强生公司（中国）要重点完善和提高的地方。 本文以强生公司（中国）作为研究对象，参考国内外的学者在客户关系管理 理论方面的研究成果，对该公司在客户信息等方面的内容进行深入研究和分析， 指出该公司在客户关系管理方面存在的诸多问题。本文充分结合强生公司（中国） 的实际情况，从加强客户信息收集和分级管理、寻找潜在目标客户和加强客户忠 诚度等多个方面提出针对性的改进策略。为确保客户关系管理理念的有效实施， 公司需要重视和加强员工在企业文化建设中的作用，设置相应的制度，投入相应 的资源。通过对现有客户关系管理体系进行优化，能够为公司快速发展提供持续 的动力。 强生公司（中国）在客户关系管理方面存在的问题具有普遍性，通过对强生 公司（中国）客户关系管理存在问题的分析，以及相应优化策略的提出，为我国 医药企业的客户关系管理理念建设工作提供一定的理论指导意义和实际参考价 值。同时，能够帮助其他医药企业改善客户关系管理上的不足和认知缺陷，提升 企业的竞争力和适应力。然而，由于笔者的知识储备和写作水平有限，本文的研 究成果依然存在一些有待补充和完善的地方，在后续的研究中持续进行补充和 完善。
英文摘要：	In recent years, with the situation of the fierce medical competition and the implementation of the national drug centralized procurement policy, the competition between pharmaceutical enterprises is not limited to the segmented competition between products, and the importance of customer relationship management in enterprise has also risen to a new level in enterprises. The competition between enterprises for target customers is becoming more and more fierce, and the characteristics of homogenization are gradually appearing. With the deepening and improvement of the research on customer relationship management theory at home and abroad, enterprises have also begun to scientifically construct the concept of customer relationship management, have given more regimes and supervision mechanisms from human resources, corporate culture, organizational development and information management system. Johnson & Johnson(China) focus on the promotion and sale of（OTC） drugs and daily health in China. Due to the unsystematicity in customer relationship management, and insufficient attention from staff, enterprises face a series of problems , such as incomplete customer information collection and grading mechanism, weak customer development awareness and insufficient attention to customer churn, etc. Johnson & Johnson(China) is facing greater growth demand, so it needs to carry out differentiated competition based on the existing organizational structure, Among them，the concept of customer relationship management is the key area that Johnson & Johnson(China) needs to focus on improving . Based on the existing research results of domestic and foreign scholars in customer relationship management theory, this dissertation conducts in-depth research and analysis on the actual situation of the company that the company has in customer information and other aspects, pointing out many problems in customer relationship management. This dissertation is the entirely based on the actual situation of Johnson & Johnson, and puts forward targeted improvement strategies from various aspects, such as strengthening customer information collection and hierarchical management, searching for potential target customers and strengthening customer loyalty. In order to ensure the effective implementation of the concept of customer relationship management, the company needs to pay attention to employees and strengthen their role of employees in the construction of corporate culture, providing them with the necessary regimes and resources. By optimizing the existing customer relationship management system, it can provide a continuous impetus for the rapid development of the company. By analyzing the problems in customer relationship management of Johnson & Johnson(China) and proposing of corresponding optimization strategies, it can provides certain theoretical guidance significance and practical reference value for the construction of customer relationship management concepts in Chinese pharmaceutical enterprises. At the same time, it can help other pharmaceutical companies improve the deficiencies and cognitive deficiencies in customer relationship management, thereby enhancing their competitiveness and adaptability. However, due to the limited knowledge reserve and writing proficiency of the author, there are inevitably some areas that need to be supplemented and improved in the research results of this paper, which will continue to be supplemented and improved in subsequent research.
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