随着信息技术革命和经济全球化的发展，医药行业的逐渐从研发全球化向研 发外包转变，受其影响下全球CRO行业迎来了新的发展机遇。随着CRO巨头在 全球的扩张和亚洲崛起，CRO产业逐渐向亚洲转移，与此同时，我国鼓励药品创 新，药政改革给CRO行业带来了全新的发展机遇。 客户关系管理（CRM）起源于西方，经过多年已形成了较完善的系统化理论， 其策略重点是将客户作为最重要的企业战略资源，利用深入的客户分析和完善的 客户服务来满足差异化的客户需求，与客户建立战略合作伙伴关系以实现双方利 益的最大化。 已进入中国市场20多年的艾昆纬公司是优秀的合同研究组织（CRO），主要 为国内外创新医药和医疗器械企业提供创新药、医疗器械及生物技术相关产品的 临床研究全过程服务。艾昆纬旨在为客户降低和规避研发的不确定性风险、缩短 研发周期以及节约研发经费支出，推进产品市场化进程，让患者早日用上更新、 更优的医药和医疗产品。随着国内人力资源成本不断上涨，医药行业研发投入和 成本节节攀升，行业竞争同质化和无序化，艾昆纬希望在这样的环境中求得生存 和更好的发展，客户关系管理是最关键的问题。 本文以艾昆纬公司客户关系管理作为研究对象，基于客户关系管理优化的最 终目标，即提高艾昆纬的客户满意度，并将客户满意度升级为忠诚度，提高艾昆 纬的利润率，实现公司长期可持续发展作为目标，通过对企业内、外部发展环境 和现行客户关系管理体系概况的分析，采用了文献研究法、访谈法、问卷调查法 等方法诊断出客户关系管理中存在的问题，并针对问题进行成因分析，梳理清楚 客户关系管理现状，以客户关系管理的具体理论为指导，制定艾昆纬客户关系管 理的优化策略，最后针对优化策略提出保障的建议。 论文最后为艾昆纬找到了适合的客户关系管理优化策略与保障措施，优化后 的客户关系管理策略更加高效与合理，将为艾昆纬提升客户满意度与客户忠诚度， 对客户关系的维护和客户生命周期管理起到积极作用。希望通过这样的优化策略， 能为艾昆纬未来更好更快的发展奠定基础，同时也能对同类CRO公司的客户关 系管理有一定的参考和借鉴意义。 关键词：客户关系管理，合同研究组织，客户满意度，CRO，CRM MBA学位论文 作者：程相京 艾昆纬医药研发外包服务客户关系管理优化研究 II A RESEARCH ON THE OPTIMIZATION OF IQVIA’S CUSTOMER RELATIONSHIP MANAGEMENT Abstract With the development of information technological revolution and economic globalization, the R&D activities of biopharmaceutical companies have gradually changed from globalization to outsourcing. Under the influence of this, the global CRO industry has ushered in new development opportunities. With the global expansion of CRO giants and the rise of Asia, the CRO industry has gradually shifted to Asia, at the same time, China has encouraged drug innovation, and the reform of drug administration has brought new development opportunities to the CRO industry. Customer relationship management (CRM) originated in western countries, has formed a complete systematic theory for many years, its strategic focus is to treat customers as the most important strategic resource, through deep analysis of the customer and excellent service to meet the needs of differentiated customers, and then form a strategic partnership with customers in order to maximize the interest of both parties. As an outstanding contract research organization (CRO), IQVIA has been launched in the Chinese market for more than 20 years, mainly providing clinical research services for domestic and foreign innovative pharmaceutical and medical device enterprises in the whole processes of innovative pharmaceutical, medical device and biotechnology related products. IQVIA aims to reduce the risk of R&D, avoid the uncertainty risk of research and development, shorten the R&D period and save the expenditure of R&D, promote the process of product marketization, so that patients can use new and better medicines and medical products as soon as possible. With the rising human resource cost in China, the R&D investment and cost in the pharmaceutical industry are increasing, and the industry competition is becoming homogenized and disordered. Therefore, IQVIA hopes to survive and develop better in this environment, so CRM is the most critical problem. Taking IQVIA’s customer relationship management as the research object, based on the ultimate goal of customer relationship management optimization, namely, MBA学位论文 作者：程相京 艾昆纬医药研发外包服务客户关系管理优化研究 III improve customer satisfaction, upgrades customer satisfaction into customer loyalty and, to improve the profit margins of IQVIA, realize long-term sustainable development as the goal, through the enterprise internal and external development environment analysis and the current status of customer relationship management, using the literature research, interview method, questionnaire survey method to diagnose the issues in customer relationship management (CRM), and conduct cause analysis for the issues, summarize the current situation of CRM, takes Customer Relationship Management (CRM) relevant theories as instruction, then develop the optimization strategy of customer relationship management for IQVIA, and finally put forward the guarantee suggestions for the optimization strategy. At the end of the paper, we found a suitable customer relationship management optimization strategy and guarantee measures for IQVIA. The optimized customer relationship management strategy is more efficient and reasonable, which will help IQVIA improve customer satisfaction and customer loyalty, and will play a positive role in customer maintenance and customer life cycle management. It is hoped that such optimization strategy can lay a foundation for better and faster development of IQVIA in the future, and at the same time, provide some reference for customer relationship management of similar CRO companies. Keywords: Customer Relationship Management, Contract Research Organization, Customer satisfaction, CRO, CRM MBA学位论文 作者：程相京 艾昆纬医药研发外包服务客户关系管理优化研究 IV 目 录 中文摘要 ................................................. I Abstract ................................................. II 第一章 绪论 .............................................. 1 1.1 研究背景、目的和意义 ........................................ 1 1.1.1 研究背景 ............................................... 1 1.1.2 研究目的 ............................................... 2 1.1.3 研究意义 ............................................... 3 1.2 研究内容与研究方法 .......................................... 4 1.2.1 研究内容 ............................................... 4 1.2.2 研究方法 ............................................... 4 1.3 论文研究框架 ................................................ 5 第二章 客户关系管理理论与国内外文献综述 .................. 7 2.1 相关理论综述 ................................................ 7 2.1.1 客户满意度与忠诚度理论 ................................. 7 2.1.2 客户生命周期理论 ....................................... 8 2.1.3 关系营销理论 ........................................... 8 2.1.4 客户细分理论 ........................................... 9 2.2 国内外文献综述 .............................................. 9 2.2.1 国外文献综述 ........................................... 9 2.2.2 国内文献综述 .......................................... 11 第三章 企业发展环境分析 ................................. 13 3.1 企业外部环境分析 ........................................... 13 3.1.1 宏观环境分析 .......................................... 13 3.1.2 行业发展环境分析 ...................................... 15 MBA学位论文 作者：程相京 艾昆纬医药研发外包服务客户关系管理优化研究 V 3.1.3 竞争环境分析 .......................................... 19 3.2 企业内部环境分析 ........................................... 21 3.2.1 企业概况 .............................................. 21 3.2.2 企业资源分析 .......................................... 22 3.2.3 企业能力分析 .......................................... 25 3.2.4 企业核心能力及价值链分析 .............................. 26 3.3 艾昆纬现行客户关系管理体系概况 ............................. 28 3.3.1 客户关系管理体系现行架构 .............................. 28 3.3.2 现行CRM体系下的客户分类及客户结构 .................... 29 第四章 艾昆纬客户关系管理现状 ........................... 32 4.1 客户关系管理调研设计与结