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论文编号：	15103
作者编号：	2320200285
上传时间：	2024/12/10 12:49:59
中文题目：	基于IDIC模型的A医药外包公司客户关系管理提升策略研究
英文题目：	Research on Customer Relationship Management Improvement Strategy of the CRO Company A Based on IDIC Model
指导老师：	李颖
中文关键字：	CRO医药研发外包企业；客户关系管理；IDIC模型
英文关键字：	Contract Research Organization (CRO)；Customer Relationship Management (CRM)；IDIC Model
中文摘要：	在当前生物医药行业快速发展的背景下，CRO（Contract Research Organization合同研究组织）面临着机遇与挑战的双重局面。随着研发外包的趋势加速，企业需要更有效地管理客户关系，以在竞争激烈的市场中脱颖而出。 本文以A公司为研究对象，通过对A公司概况及企业内部资源与能力分析，利用PEST、波特五力模型、SWOT模型对企业内外部环境进行分析，初步得出其客户关系管理现状。采用访谈法、文献研究和案例研究法对A公司客户关系管理概况进行进一步问题诊断和成因分析，得出主要原因集中在客户关系管理团队缺陷、技术与流程缺陷、制度缺陷这三个方面。针对研究所得问题，本文利用IDIC模型，按照客户识别、客户划分、客户互动和客户定制这四个流程设计A公司的客户关系管理方案，以达到高效率的客户定制服务，从而提高客户满意度与忠诚度。之后对所设计的方案围绕人员、流程与技术以及制度这三大方面进行保障措施的提出。 论文最后为A公司找到了适合其发展的客户关系管理策略和保障实施的措施，可帮助其在外部环境及全球经济多变的市场情况下赢得客户，探索出可持续发展道路。特别是在类似于新冠疫情的突发性公共事件发生时，利用构建的客户关系管理体系及时了解客户需求，根据市场情况开发新业务，高效满足客户需要，有助于吸引客户且稳定客户关系，提升客户忠诚度，从而抓住机遇使公司得到快速发展。此外，希望本文对行业内的同类型企业在客户关系管理方面提供一定的理论指导、启示与参考价值。
英文摘要：	In the context of the rapid development of the bio-pharmaceutical industry, Contract Research Organizations (CROs) face a dual scenario of opportunities and challenges. As the acceleration of trends of research and development outsourcing, companies need to manage customer relationships more effectively to stand out in the highly competitive market. This paper focuses on Company A, analyzing its overview and internal resources and capabilities. By employing PEST analysis, Porter’s Five Forces model, and SWOT analysis, the paper examines both the internal and external environments to provide an initial understanding of its customer relationship management (CRM) status. Using methods of interview, literature review, and case study, the paper further diagnoses the CRM situation of Company A, identifying three main issues: deficiencies in the CRM team, shortcomings in technology and processes, and institutional weaknesses. To address these identified issues, the paper utilizes the IDIC model, designing a CRM strategy for Company A that includes four key processes: customer identification, customer differentiation, customer interaction, and customer customization. This approach aims to achieve efficient customized services, thereby enhancing customer satisfaction and loyalty. Subsequently, safeguards are proposed, focusing on personnel, processes and technology, and institutional frameworks. In conclusion, the paper presents suitable CRM strategies and implementation measures for Company A, which can help the company win customers in a volatile external environment, while exploring sustainable development paths. Particularly during unforeseen public events, such as the COVID-19 pandemic, the established CRM system will enable timely understanding of customer needs, facilitate the development of new business based on market conditions, and efficiently meet customer demands. This will contribute to attracting customers, stabilizing customer relationships, and enhancing customer loyalty, thereby seizing opportunities for rapid growth of the company. It is hoped that this paper will provide theoretical guidance and practical reference for similar enterprises in the industry in terms of CRM.
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