我国的医药行业是朝阳行业，一直在蓬勃发展，同时由于医药产品不同于其他消 费品的特殊性，社会话题性高。近些年，国家对于医疗行业的政策频频出台，无论是 新医改、药品采购，还是医疗环境的规范化，都导致医药公司的营销模式不得不随之 变化。医生日常的工作势必会接触新的产品，更新的治疗手段以及先进的治疗理念， 随着互联网技术的发展，医生的信息接收增快，选择增多，因此对企业而言，客户的 忠诚度维持难度增大。 客户的重要性不言而喻，每一家公司都在争取更多的客户，利用各种各样的资源 去挖掘更多的客户，升级客户的质量并进行维护维持，如此才能让企业的竞争力得到 保障。 客户关系管理的核心内容对目标客户进行科学的筛选，细分，帮助企业进行客户 分层管理，满足差异化的需求，对不同的客户群体配以不同的营销方案，最高效的保 持客户忠诚度且不断升高，让企业保持有利的竞争优势，提高利润。 本文阐述了 S 医药公司客户关系管理现状，对客户分层以及忠诚度的问题进行了 分析，结合客户关系管理理论，对 S 医药公司提出了客户细分优化建议，客户忠诚度 管理以及组织体系及配套措施优化方案。最后对 S 医药公司客户关系管理提出几点建 议，并对具体实施过程提出了几点建议。 关键词：医药行业；客户关系管理；客户细分；客户忠诚度III Abstract China's pharmaceutical industry is a sunrise industry, which has been developing vigorously. At the same time, due to the particularity of pharmaceutical products different from other consumer goods, the social topic is high. In recent years, the government has issued frequent policies on the medical industry. No matter new medical reform, drug procurement or the standardization of medical environment, the marketing model of pharmaceutical companies has to change accordingly. Doctors' daily work is bound to be exposed to new products, updated treatment methods and advanced treatment concepts. With the development of Internet technology, doctors receive more information and have more choices, so it is more difficult for enterprises to maintain customer loyalty. The importance of customers is self-evident, every company is striving for more customers, using a variety of resources to explore more customers, upgrade customer quality and maintenance, so as to ensure the competitiveness of enterprises. The core content of customer relationship management (CRM) scientific selection of target customers, segmentation, help enterprises to manage the customer segmentation, to meet the needs of differentiation, for different customers with different marketing solutions, the most efficient maintain customer loyalty and rising, let enterprise keep good competitive advantage, increase profits. This paper expounds the current situation of customer relationship management of S pharmaceutical company, analyzes the problems of customer stratification and loyalty, and puts forward Suggestions on customer segmentation and optimization, customer loyalty management, organizational system and supporting measures optimization scheme for S pharmaceutical company based on the theory of customer relationship management. Finally, some Suggestions on customer relationship management of S pharmaceutical company are put forward, and some Suggestions on the specific implementation process are put forward.IV Keywords ： Pharmaceutical industry; Customer relationship management; Customer segmentation; Customer loyalty目录 致谢........................................................................................................................................ I 摘要.......................................................................................................................................II Abstract ................................................................................................................................III 第 1 章 绪论..........................................................................................................................1 1.1 选题的背景及意义 ..................................................................................................................1 1.1.1 选题背景 ...........................................................................................................................1 1.1.2 研究意义 ...........................................................................................................................3 1.2 国内外研究文献综述 ..............................................................................................................4 1.3 研究内容及解决的问题 .........................................................................................................7 1.3.1 研究内容 ..........................................................................................................................7 1.3.2 研究思路及论文框架 ......................................................................................................7 1.4 研究方法 .................................................................................................................................8 1.5 创新点 .....................................................................................................................................8 第 2 章 客户关系管理相关理论..........................................................................................9 2.1 客户关系管理理论 .................................................................................................................9 2.2 客户细分理论 .......................................................................................................................10 2.2.1 客户细分-RFM 理论.......................................................................................................11 2.2.2 客户价值理论 ................................................................................................................11 2.3 客户忠诚度理论 ...................................................................................................................13 第 3 章 S 医药公司发展及客户关系管理现状................................................................15 3.1 S 医药公司发展现状 .............................................................................................................15 3.2 S 医药公司客户关系管理现状 .............................................................................................16 3.2.1 S 医药公司客户细分现状...............................................................................................17 3.2.2 S 医药公司客户忠诚度现状...........................................................................................18 第 4 章 S 医药公司客户关系管理问题............................................................................19 4.1 S 医药公司客户关系管理访谈分析（公司管理层） .........................................................19 4.2 S 医药公司客户关系管理访谈分析（客户调研） .............................................................28 4.3 S 医药公司基于访谈及调研结果的客户关系管理问题 .....................................................324.3.1 S 客户细分问题 .............................................................................................................32 4.3.2 S 医药公司客户忠诚度问题..........................................................................................33 4.4 S 医药公司客户关系管理问题总结 .....................................................................................35 第 5 章 S 医药公司客户关系管理策略优化及方案........................................................37 5.1 明确 S 医药公司客户关系管理的目标 ...............................................................................37 5.2 优化 S 医药公司的客户细分管理方案 ...............................................................................37 5.2.1 S 医药公司客户细分—RFM 细分 .................................................................................38 5.2.2 S 医药公司客户细分—价值矩阵...................................................................................38 5.2.3 S 医药公司客户细分—多维度灵活细分.......................................................................41 5.3 优化 S 医药公司客户忠诚度管理方案 ..................