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研究生:劉明宗
研究生(外文):Ming-tsung Liu
論文名稱:原開發藥廠執行力與客戶關係管理成效之研究-以台灣阿斯特捷利康股份有限公司抗精神病用藥思樂康(SEROQUEL)為例
論文名稱(外文):The research on the execution and the effectiveness of customer relationship management in the original development pharmaceutical company-A case study of atypical antipsychotic medicine “SEROQUEL” of AstraZeneca corporation Taiwan branch
指導教授:周泰華周泰華引用關係
指導教授(外文):Tai-hwa Chow
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
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:2016
畢業學年度:104
語文別:中文
論文頁數:70
中文關鍵詞:行銷策略人資策略執行力關鍵績效指標直屬主管營運策略客戶關係管理
外文關鍵詞:human resources strategiesmarketing strategiesoperational strategiesline managerSTPexecutionPDCAKPICRM
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客戶關係管理(customer relationship management,簡稱CRM),是近年來各企業提升營運效能所普遍使用的管理方式。 早期製藥產業採用日報表進行簡單的客戶管理,但隨著科技及網路的發達,製藥產業開始建構網路平台進行客戶關係管理,我們稱之為電子式區域管理系統 (electronic territory management system, ETMS)來強化銷售團隊的效率,現今的製藥產業更已經將客戶關係管理視為提升效率的有效工具之一。客戶關係管理可視為運用整合性銷售,行銷與服務策略下之一套系統,企業可根據此發展出一致性行動以滿足顧客需求。意即在企業結合流程與科技整合之下,找出顧客的真正需求,同時並要求企業內部在產品與服務上力求改進,以致力於創造新價值與建立顧客忠誠關係。
2014年,台灣阿斯特捷利康股份有限公司的SEROQUEL藥品團隊面臨健保藥價調整、市場競爭、公司內部資源及人力限縮的情況下,決心落實客戶關係管理後,營業績效持續增長。因此本研究分別針對執行力三大要素,包含人資策略執行、行銷策略執行以及營運策略執行來探討其與客戶關係管理執行成效之間的關係。
經詢問個案公司行銷與主管人員後發現執行力三構面,包含人資策略執行,行銷策略執行以及營運策略執行皆與客戶關係管理成效構面有顯著正相關性。而這也意味著客戶關係管理的成功與否和執行力三個構面能否啟動執行有著密切的關係。
此外,人資策略執行構面中的變數(直屬主管經常的參與跟輔導對於強化客戶關係管理的執行是有幫助的、主管鼓勵定期參與客戶關係管理操作的討論、主管鼓勵定期參與了客戶關係管理操作的討論對於客戶關係管理的執行是有幫助的)皆與客戶關係管理成效構面呈現正向顯著相關性。行銷策略執行構面中的變數(明確的產品目標客戶,客戶區隔以及產品定位對客戶關係管理的執行是有幫助的、明確的產品訊息以及目標市場及病人族群對於客戶關係管理的執行是有幫助的)皆與客戶關係管理成效構面呈現正向顯著相關性。營運策略執行構面中的變數(客戶關係管理系統操作訓練的落實對於進行客戶關係管理是有幫助的、具體的關鍵績效指標﹙客戶涵蓋率 ,目標客戶拜訪頻率﹚以及其績效目標對於進行客戶關係管理是有幫助的以及直屬主管定期對拜訪計畫﹙plan﹚、執行﹙do﹚、查核﹙check﹚及行動﹙action﹚四大步驟以及關鍵績效指標結果進行評估,進度追蹤與回饋對進行客戶關係管理是有幫助的)皆與客戶關係管理成效構面呈現正向顯著相關性。
In recent years, customer relationship management (CRM) has been used for the efficiency improvement of business management. In the past, pharmaceutical industry do the primary customer relationship management by daily report, but as the Internet and technology developed, Pharmaceutical industry began to construct customer relationship management platform for incremental sales growth. Customer relationship management can be seen as the use of integrated sales, marketing and service of a system. Under this, companies can develop consistency actions in order to meet customer needs. Which means that under the business combination process and technology integration, it can find out the real needs of customers, while requiring companies to seek improvements in internal products and services to create new value and build customer loyalty.

In 2014, AstraZeneca Taiwan SEROQUEL team faced price adjustment, market competition, internal resources and manpower reduced limit; this team determined to implement customer relationship management, and the result shows sustained performance growth. Base on this result, the study will explore three dimensions of execution, including the implementation of human resources strategies, marketing strategies and operational strategies to investigate its relationship with the customer relationship management outcomes.

Upon inquiry found that the three dimensions of execution, including the implementation of human resources strategies, marketing strategies and operational strategies have significant positive correlation with customer relationship management results. This also means that the success or failure of customer relationship management has a close relationship with three dimensions of execution.

In addition, we can find 〝line manager〞acts the key role of successful human resources strategies implementation, it demonstrated positive correlation with customer relationship management outcome. Clear STP (segmentation, targeting and positioning), product message, target market and patients are the key successful factors for marketing strategies implementation, those demonstrated positive correlation with customer relationship management outcome. Regarding the operational strategies implementation, specific KPIs (key performance indicators), training and PDCA follow up are the key successful factors, those demonstrated positive correlation with customer relationship management outcome.
第一章  緒論…………………………………………………………………..…..1
第一節 研究背景與動機……………………………………………………....…2
第二節 研究問題及研究目的……………………………………………….......5

第二章  文獻回顧……………………………………………………………....…7
第一節  客戶關係管理…………………………………………………......…….7
第二節  製藥產業與客戶關係管理……………………………………….......…9
第三節 行銷策略與客戶關係管理…………………………………….......……11
第四節 營運策略與客戶關係管理………………………………….......………12
第五節 人資策略與客戶關係管理……………………………………….......…15
第六節 何謂執行力…………………………………………………….………...16
第七節  文獻小結與評述:執行力與客戶關係管理……………..............……19

第三章  研究方法………………………………………………………………….21
第一節  研究架構………………………………………………………………….21
第二節  研究方法………………………………………………………………….25

第四章  研究結果分析……………………………………………………….……31
第一節  樣本結構分析………………………………………………………….....31
第二節  執行力三構面,客戶關係管理構面以及變數內容分析.......................35
第三節  研究目的及研究結果之分析………………………………………........40
第四節  受訪者對執行力與客戶關係管理成效看法的陳述整理分析…........…44

第五章  研究結論與建議……………………………………………………….....47
第一節  研究結論…………………………………………………………………..47
第二節  建議…………………………………………………………………….….49
第三節  研究限制…………………………………………………………………..50

第六章  參考文獻…………………………………………………………………..52

附錄 研究問卷……………………………………………………………………..…57
一、中文部分

1. 大川修一,松下幸之助的經營智慧,文經閣社,2013

2. 白政憲,市場區隔導向集團企業資料庫行銷之研究, 國立政治大學經營管理碩士學程 EMBA未出版碩士論文,2008

3. 李明譯,執行力 ( 一版 ) ,Larry Bossidy and Ram Charan,Execution,天下遠見出版股份有限公司,2003 ( 原文於2002年出版 )

4. 李芳齡譯,執行力的修練 ( 一版 ) ,Sean Covey and Chris McChesney,The 4 Disciplines of Execution,天下雜誌股份有限公司,2014

5. 李森斌,資訊系統及員工執行力對顧客關係管理影響之研究,國立中興大學高階經理人碩士在職專班未出版碩士論文,2008

6. 徐淑如譯,作業與供應鏈管理 ( 十三版 ) ,F. Robert Jacobs,Richard B. Chase,Operations and Supply Chain Management,滄海書局,2013

7. 陳文,製藥企業CRM應用成功率低的原因分析及對策研究,中國醫藥指南,9 (18 ),2011,340-341

8. 黃秀媛譯,藍海策略 ( 一版 ) ,W. Chan Kim and Renee Mauborgne,Blue Ocean Strategy,天下遠見出版股份有限公司,2005 ( 原文於2005年出版 )

9. 齊若蘭譯,從A到A+ ( 初版 ) ,Jim Collins,Good to Great,遠流出版事業股份有限公司,2002

10. 駱少康譯,行銷管理學14/e ( 一版 ),Philip Kotler and Kevin Lane Keller,Marketing Management, 14th Ed. ,東華出版社,2013

11. 廖月娟譯,一顆十億元的藥丸 ( 一版 ) ,Jeffrey Robinson,Prescription Games,時報出版, 2002

12. 賴宗成,醫藥行銷 ( 一版 ) ,商周出版, 2000

13. 賴宗成,陳琮淵,藥向前行,巨流圖書公司,2015

二、 英文部分

1. Alt Rainer, Hubert Oesterle, Thomas Puschmann, Vladimir Barak and Thomas Huber (2003), “Customer Relationship Management Architecture in The Pharmaceutical Industry,” International Journal of Healthcare Technology and Management, 5 (3-5), 296-314

2. Batt Rosemary (2002), “Managing Customer Service: Human Resources Practices, Quit rates, and Sales Growth,” Academy of Management Journal, 45 (3), 587-597

3. Bull Christopher (2003), “Strategic Issues in Customer Relationship Management (CRM) Implementation,” Business Process management Journal, 9 (5), 592-602

4. Chen Injazz J. and Karen Popovich (2003),“Understanding customer relationship management People, process, and technology,” Business Process Management Journal, 9 (5), 672–678

5. Cha Jerry -Jan Changa, Gregory W. Hansenb (2006), “Identifying Issues in Customer Relationship Management at Merck-Medco,” Decision Support Systems, 42 (2), 1116-1130

6. Croteau Anne-Marie and Peter Li (2003), “Critical Success Factor of CRM CRM Technological Initiatives,” Canadian Journal of Administrative Sciences, 20 (1), 21-34

7. Hung Yu‐Chung, Shi‐Ming Huang, Quo‐Pin Lin and Mei‐Ling ‐Tsai (2005), "Critical Factors in Adopting a Knowledge Management System for The Pharmaceutical Industry," Industrial Management and Data Systems, 105 (2), 164 – 183

8. Kwon Tae H. and Robert W. Zmud (1987), “Unifying the Fragmented Models of Information Systems Implementation," in R.J. Boland and R. Hirschheim (Eds.), Critical Issues in Information Systems Research, John Wiley, Chichester, England, 227-251

9. King Stephen F. and Thomas F. Burgess (2008), “Understanding Success and Failure in Customer Relationship Management,” Industrial Marketing Management, 37 (4), 421-431

10. Kim Hee-Woong, Gil-Hyung Lee and Shan Pan (2002), "Exploring The Critical Success Factors for Customer Relationship Management and Electronic Customer Relationship Management Systems," ICIS 2002 Proceedings, 93.

11. Kolakota Ravi and Marcia Robinson (1999), E-Business: Roadmap for Success. MA: Addison Wesley.

12. Laudon Kenneth C. and Jane P. Laudon (2015), Management Information Systems: Managing the Digital Firms, 14th edition. Toronto: Pearson .

13. MacDuffie J.P (1995), “Human resource bundles and manufacturing performance: Organizational logic and flexible production systems in the world auto industry,” Industrial and Labor Relations Review, 48, 197-221

14. Payne Adrian and Pennie Frow (2005), “A Strategic Framework for Customer Relationship Management,” Journal of Marketing, 69 (October), 167–176

15. Ptak C. A and Schragenheim E (1999), “ERP – Tools, Technique, and Application for Integrating the Supply Chain,” The St. Luice Press/APICS Series on Resource Management .

16. Puschmann T. and Alt R. (2001), “Customer Relationship Management in The Pharmaceutical Industry,” Proceedings of the 34th Hawaii International Conference on System Sciences, 6 Jan. 2001, Maui, HI, USA.

17. Romano N.C. and Fjermestad J (2002), “Electronic Customer Relationship Management: An Assessment of Research,” International Journal of Electronic Commerce, 6 (2), 61-113

18. Reinartz Werner , Manfred Krafft and Wayne D. Hoyer (2004), “The Customer Relationship Management Process: Its Measurement and Impact on Performance,” Journal of Marketing Research, 41 (3), 293-305

19. Ryals Lynette and Simon Knox (2001), “Cross-Functional Issues in The Implementation of Relationship Marketing Through Customer Relationship Management,” European Management Journal, 19 (5), 534-542

20. Whitmore John (2009), Coaching for performance, 4th edition. Boston, MA: Brealey.


三、相關網站

1. 生技製藥產業之併購趨勢與未來發展,勤業眾信,2014 November 05 【線上資料】,來源:http://www2.deloitte.com/tw/tc/pages/life-sciences-and-healthcare/articles/newsletter-11-16.html

2.「全民健康保險藥品費用分配比率目標制」試辦方案,衛福部中央健康保險署,2015 Apr 24 【 線上資料 】,來源:http://www.nhi.gov.tw/information/BBS_Detail.aspx?menu=9&Menu_id=545&bulletin_id=2273

3. 客戶關係管理,MBAlib,2015 October 28【線上資料】,來源:http://wiki.mbalib.com/zh-tw/客户关系管理

4. 高價值的銷售業務管理,Aplus企業經營管理知識庫,2014 September 10【 線上資料 】,來源: http://aplus.666forum.com/t119-topic

5. 新藥研發成本暴增 2.5 倍,一顆藥 808 億釀藥業危機,TechNews科技新報,2014 Dec 25 【 線上資料 】,來源:http://technews.tw/2014/12/25/the-cost-of-creating-a-new-drug-now-5-billion/

6. 製藥公司市佔排行,IMS health, ,2015 November 28【線上資料】,來源: http://www.imshealth.com/portal/site/imshealth

7. CRM 案例研究-DM 主顧客的選擇與效益分析,大數據分析 CRM 討論專欄,2013 March 11【 線上資料 】,來源:http://crmcrpro.blogspot.sg/2013/03/crm-dm.html

8. The Global Use of Medicines: Outlook Through 2016, IMS Health,2014 September 10【線上資料】,來源:http://www.imshealth.com/deployedfiles/ims/Global/Content/Insights/IMS Institute for Healthcare Informatics/Global Use of Meds 2011/Medicines_Outlook_Through_2016_Report.pdf
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