| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 104 === 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.
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