台灣西藥業高階主管對導入銷售自動化系統改善經營績效之探討

在高顧客服務成本之西藥製藥產業，過去多仰賴傳統業務員的推廣與行銷，其交易模式對於資訊科技的依賴並不密切，又加以銷售人員用許多不同的方式來記錄客戶資料，內部管理容易出錯，對於管理者而言是一大管理上的困難，又因中央健保局實施藥價調查，藥價年年調降，利潤受到壓縮，降低了藥品供應鏈各環節的獲利空間。在此背景下，如何保持公司的核心競爭力、保住其市場占有率，是每個西藥公司的共同目標。而銷售自動化系統(SFA; Sales Force Automation)為公司帶來了管理的變革，不僅能讓公司的資訊更快速流通，更能幫助企業區隔市場、分配行銷資源，而SFA系統能幫助公司再創經營佳績在壽險業及其他行業已有論證，但在台灣西藥產業較為匱乏。本研究以個案訪談的方式，深入探討SFA導入後對各公司之影響。由結果中發現，SFA確實有助於公司內部管理面及效率的提升，且更可幫助市場評估；但對於獲利率的提升較難評估。SFA導入之“成熟度”達到閥值(Threshold)後，就是整個系統能升級到顧客關係管理(CRM；Customer Relationship Management) ，及企業智慧(BI；Business Intelligence) 後，其發揮之效益才會明顯顯現。

關鍵字

台灣西藥業；銷售管理自動化系統；經營績效

並列摘要

The pharmaceutical industries which have high costs in customer service mainly depend on salesmen to promote and market their products. However, the salesmen seldom use high-tech instruments under traditional marketing model and record customers’ data by different ways. Thus, it is easy to have errors in the records and is hard for the internal department and administrators of the company to supervise. The policy of BNHI continuingly reduces the total expenditure of drug. The profit of the pharmaceutical companies drops down accordingly. Under these circumstances, to keep the core competitive advantage and market share is the common goal of every pharmaceutical company. Sales Force Automation (SFA) brings renovation for the company. SFA speeds the transmission of the information inside the company, allocates the marketing resources more efficiently and segments the company from other competitors. It is proved that SFA helps the company to enhance sale performance in the life insurance industries and other industries. However, the impact of SFA on the pharmaceutical industries is seldom discussed. This thesis thoroughly discusses the impact on the companies which have adopted SFA by the method of interview. It is found that SFA indeed enhances the internal management and efficiency of the company. It is also found that SFA helps the company to evaluate the pharmaceutical market more accurately. However it is hard to estimate whether SFA can increase the profits of the company. If the implementation of SFA exceeds the threshold (upgrade to CRM & BI), the effectiveness will dramatically increase.