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研究生:許士冠
研究生(外文):Shih-kuan Hsu
論文名稱:西藥服務業之顧問式行銷探討-以N公司為例
論文名稱(外文):Pharmaceutical Industry Consultative Selling -- A case study of N company
指導教授:佘溪水佘溪水引用關係
學位類別:碩士
校院名稱:逢甲大學
系所名稱:經營管理碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:92
中文關鍵詞:顧問式銷售客戶關係服務品質客戶忠誠度銷售技巧
外文關鍵詞:Customer LoyaltySelling skillConsultative SellingCustomer RelationshipService quality
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由於臺灣政府公佈實施的醫院自主管理,因此製藥業的生態環境,市場結構,供應商之互動關係已產生極大的改變。由於醫療市場範圍已經固定,醫療行銷公司或組織要瓜分這市場的大餅已經愈來愈困難,再加上目前醫療機構營運狀況不如以往的情況,醫療機構不斷的縮減預算及人員的編制,以減少不必要的支出,使得醫療院所對於採購醫療用品或藥品就變得淄銖計較,而醫療行銷公司或組織如何利用高明的銷售手法,組織變革及服務來贏得漂亮的績效,將產品及服務打入醫療市場,擁有一席的市場地位,這將是一大課題,亦使得顧問式銷售從而因應而生。
顧問式銷售的目的是和客戶一起工作發現最佳的解決方案。用這方式建立信任,藉由尋找最佳的解決方案,顧問和客戶是協同合作的的關係。顧問式銷售是當前較為有效的銷售模式,正在被越來越多的銷售人員所採用,並引起相當積極的迴響,相對于種種專注於提升銷售技巧的技能課程,顧問式銷售強調一種銷售理念的更新,從根本行銷理念的變革出發,顧問式銷售使銷售方式從以產品推價為出發點的說服購買型,逐步向以説明客戶解決問題為出發點的諮詢服務型轉化,銷售的效果也從達成單筆交易,轉化為促成一系列的交易。對於絕大多數的公司機構而言,新型態的銷售因果關係,意味著他們必須揚棄從前強迫式的推銷,轉型為「顧問式」的銷售方式。這種顧問式銷售的目標,是鼓勵業務人員與建立和諧與信任的工作關係,繼而幫助這些客戶達成獲利的目標及創造的最高利益。




本研究以N 公司個案為例說明,並得以下結論 :
1. 顧問式行銷是目前不可或缺的行銷方式。
2. 顧問式行銷與一般服務銷售業的差異性,是在與客戶成為夥伴關 係及 利益共同體。
3. 從事顧問式行銷是在求得企業之永續經營及成長。
4. 顧問式行銷的成功是依賴從事客戶構面、銷售構面、企業組織三大構面之整合運作所得到的結果。
5. 顧問式銷售的出發點就在於顧客的需求,其終結點則在於對顧客資訊研究、回饋和處理。
Because the Taiwanese state announces the implementation of the hospital independence management, so the ecosystem environment of the pharmaceutical industry, the market structure, the interactive relation of the supplier has already produced the tremendous change. because of the health care market the scope is fixed already, the health care marketing the corporation or organization wants to divide this market of the big cake is already more and more difficult, and currently the health care institute operation condition rather former occasion, the health care institute continuously cuts to budget and the establishment of the personnel, to slash the otiose expenditure, make medical institution for buy the health care supplies or drugs to become to dispute, and health care marketing corporation or organization how make use of the brilliant sale skill, organizational change and service to win the beautiful results, beat into product and service health care market, own a seat market positions, this will is one big topic, also make the consultative selling thus responded and got.
The object of the consultative selling work to find the best solution with client together. use this way setup trust, by seeking the best solution, advisor and client is be in conjunction with the cooperation of of relation.the consultative selling is a more valid sale mode at present, be being more and more sold the personnel adoption, and fall out rather progressive response, versus in various skills curriculums that be absorbed in the increase the sale the techniques, the consultative selling emphasize a kind of rehabilitations that sells the principle, setting out from the changeses of basic marketing principle, the consultative selling make sell the way from with product push the price for the persuasions of the point of departures purchase the type, gradually to with? clear client problem - solving for the consultative services type of the point of departure converts, sale of substitution also from reach an exchange, the exchanges that convert in to help realize a series.
For the corporation institute and speech of the great majority, the sale causality of the new style, mean they have to abandon formerly the force type to promote, transforming into the sale method of "the advisor type". the heading of this kind of consultative selling is the work relation that encourages the business the personnel and the setup diapason and trust, subsequently helping the heading and the creation most high favor that these clients reach the profit. finally with integrate the demand that the advisor type sells each factor,
This research takes the N corporation case as the example to explain. also can draw a conclusion:
1. The advisor type marketing is a necessary marketing method currently.
2. The advisor type marketing with service generally the difference of the sale industry, is be becoming partner''s pass with the client is and the favor is a body together.
3. Work on the everlasting management and growth that the advisor type marketing is to beg the enterprise.
4. The success of the advisor type marketing is a dependence to work on client''s factor, the sale factor, the integration operation of the business organization three greatest factors gains of result.
5. The point of departure of the consultative selling lies in the requirement of the shopper, it overs to order to then lie in to the shopper information research, feedback and handling.
中文摘要…………………………………………………I
英文摘要…………………………………………………III
目 錄…………………………………………………………VI
第一章 緒論………………………………………………1
第一節 研究動機………………………………………1
第二節 研究目的………………………………………4
第三節 研究架構………………………………………7
第二章 理論基礎與文獻探討……………………………8
第一節 顧問式行銷 …………………………………8
第二節 客戶構面…………………………………10
第三節 銷售構面………………………………27
第四節 企業組織構面……………………………39
第三章 研究設計………………………………………53
第一節 研究方法……………………………………53
第二節 研究流程………………………………………54
第四章 個案研究分析…………………………………55
第一節 客戶構面……………………………………56
第二節 銷售構面………………………………………58
第三節 企業組織構面………………………………60
第四節 分析結果………………………………………66
第五章 結論……………………………………………73
參考文獻………………………………………………76


圖目錄
圖 1-1 研究架構圖 ………………………………………………7
圖 2-1 關係獲利力的模型………………………………………15
圖 2-2 PZB服務品質模式………………………………18
圖 2-3 客戶滿意調查流程………………………………22
圖 2-4 客戶態度與購買行為關係………………………………23
圖 2-5 客戶購買決策過程(E-K-B 模式)………………24
圖 2-6 激勵的一般模式…………………………………………43
圖 2-7 Herzberg 兩因素理論…………………………………46
圖 3-1 研究流程…………………………………………………54
圖4-1 N 公司組織圖……………………………………55
圖4-2 N 公司五力分析圖………………………………67
圖 4-3 成長曲線圖………………………………………………71



表目錄
表 2-1 各學者或機構對服務的定義 ……………………………16-17
表 2-2 傳統與現代的銷售行為之比較…………………………34
表 2-3 組織不同的差異性………………………………………51
表4-1 N 公司的SWOT分析………………………………66
表4-2 市場排行及成長率………………………………70
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