重庆理工大学
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日期：2022年 6月 10日
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摘要
摘要
随着我国营改增、两票制、带量采购、深化医保支付方式改革等政策在医药行业
的实施，医药电商的快速崛起，打破了传统的医疗链条，使得整个医药行业运行方式
发生了变化，从此进入了一个崭新的发展时期。传统的药品销售模式已不能适应新的
竞争环境，制药企业需要寻求各地信誉良好、营销能力强的药品推广服务商来打通药
品销售渠道的通路，ZL医药销售公司就是这样一家专业从事药品销售推广的服务商。
目前药品零售市场竞争激烈，ZL医药销售公司面临的市场压力与日俱增。本文就 ZL
医药销售公司在组织结构、客户信息、客户沟通、客户服务等客户关系管理实施的现
状分析，推导出公司在客户关系管理上的不足之处。进一步从缺乏专业的团队、缺乏
客户统一分级标准、客户关系维护不足等问题中找出关键点，利用客户关系管理的理
论知识和管理分析工具的运用，以及相关客户的实地走访，提出了组建专业的客户关
系管理团队，加强目前客户的信息整理与分级管理，加强一对一与客户的有效沟通与
关系维护，以改善与客户间的交易关系，达成公司与客户的共赢。这一系列优化客户
关系管理的具体策略实施，以弥补目前 ZL医药销售公司在客户关系管理方面存在的
不足，从而提高公司的市场竞争能力，推动公司持续稳定的发展。本文所提出的适合
ZL医药销售公司自身实际经营情况的客户关系管理优化策略，并着手实施，以改善
公司目前客户关系管理水平，是值得深入探讨和切实应用的课题。
关键词：客户关系管理；医药行业；药品零售市场；医药销售公司
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Abstract
Abstract
With the implementation of our country's business reform, two-ticket system,
quantity-based procurement, deepening the reform of medical insurance payment methods
and other policies in the pharmaceutical industry, the rapid rise of pharmaceutical
e-commerce has broken the traditional medical chain, making the entire pharmaceutical
industry has changed its mode of operation and has since entered a new period of
development. The traditional pharmaceutical sales model can no longer adapt to the new
competitive
environment,
pharmaceutical
companies
need
to
seek
reputable
pharmaceutical promotion service providers around the world with strong marketing
capabilities to open up access to pharmaceutical sales channels, ZL Pharmaceutical Sales is
one such service provider specialising in pharmaceutical sales promotion. At present, the
competition in the pharmaceutical retail market is fierce and ZL Pharmaceutical Sales is
facing increasing market pressure. This paper analyses the current status of ZL
Pharmaceutical Sales' implementation of customer relationship management in terms of
organisational structure, customer information, customer communication and customer
service, and deduces the company's shortcomings in customer relationship management. It
further identifies key points from the lack of a professional team, the lack of uniform
customer grading standards, and inadequate customer relationship maintenance. Using
theoretical knowledge of customer relationship management and the application of
management analysis tools, as well as field visits to relevant customers, the paper proposes
the formation of a professional customer relationship management team, strengthening the
current customer information collation and grading management, and enhancing effective
one-to-one communication and relationship maintenance with customers, in order to
improve the transaction relationship with customers. To improve the trading relationship
with customers and achieve a win-win situation for both the company and the customers.
This series of specific strategies to optimise customer relationship management will be
implemented to remedy the current deficiencies in customer relationship management at
ZL Pharmaceuticals, thereby improving the company's market competitiveness and
promoting its sustainable and stable development. The customer relationship management
optimisation strategies proposed in this paper are suitable for ZL Pharmaceutical Sales'
own actual business situation, and the implementation of these strategies to improve the
III
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