Ｐ公司推動“核心客戶發展經理”之探索性研究

Exploratory research on“key Account Managemen”implementing by P company

侯凱強(KAI-QIANG HOU)

指導教授 ： 曾光華

國立中正大學/管理學院/高階主管管理碩士在職專班/碩士(2016年)

摘要

根據IMS 2014年底公布的全球藥品趨勢與統計報告，受到新興市場需求崛起帶動及人口老齡化趨勢所致，藥品市場需求有成長趨勢。未來五年全球藥品市場將是龐大的商機。在競爭多變的環境下，提高客戶價值和建立長期夥伴關係與發展是現今高階經理人的必然要求。提升企業核心能力與競爭力及掌握重要關鍵客戶是使企業永續經營的主要思維。因此，建立核心客戶發展經理單位的經營模式，即成為主要的競爭核心要件。
本研究主要以Ｐ公司於2015年所新成立的核心客戶發展經理(Key Account Management，KAM)之組織為主要研究對象。探討因應健保制度實施總額預算與藥價調查制度、以及藥價及給付制度的改變下， P公司推動「核心客戶發展經理」制度的目的及動機；探討核心客戶發展經理的個人能力以及如何與關鍵決策者（Key decision makers，KDM）建立夥伴關係，以確保公司與該醫院之良好互動關係。然而，透過與P公司七位核心客戶發展經理深入地晤談後，認為發展「核心客戶發展經理」組織的成功關鍵因素是要以「客戶導向」為基礎，以「信任」為經營市場之最高原則，以「法規」做為一切行為的碁石，再隨著客戶的性質差異做彈性的調整與修正，創造並提供高附加價值的服務，創造雙贏之局面。本研究係為讓相關產業有所參考，秉持創業家精神，採用創新，彈性與高效率的營運模式；展現專業，掌握機會來贏得市場；持續深耕與客戶的長期夥伴關係；強化組織與人才發展，找到醫藥產業與客戶最適合的合作模式。

關鍵字

核心客戶發展經理 ； 探索性研究

並列摘要

In 2004, the IMS reported that the drug market demand growth was caused by rising demand in emerging markets and an aging population trend. In the following five years, the global pharmaceutical market will be great opportunities for enormous business. In such a changing competitive environment, executives should improve the value of customer and establish the long-term partnerships. Moreover, enhancing the core ability and competitiveness as well as grasping the key customers are the major thinking for sustainable development. Therefore, the establishment of key account management unit has become a major competitive core element.

According to this study, the main subject is the organization of the key account manager (KAM) which was newly established in P company in 2015. I am going to explore the purpose and motivation about the establishment of key account manager in P company which under the change of the total budget, drug price survey system, as well as drug price payment system due to the health care system. Furthermore, in order to maintain good interaction between the company and the hospital,I am also going to explore the capabilities of key account manager and the way to build partnerships with key decision makers (KDM). After interviewing with seven key account managers in P company, the key factors leading the organization to succeed are "customer-oriented" as the basis, "trust" as the highest principle of management of the market, and "regulations" as all acts of cornerstone. The differences of customers, flexible adjustment and revision can create and provide services with high value and make a win-win situation. Also, this study provides reference for the relevant industry. In order to find the most appropriate cooperation model of pharmaceutical industry and customers, we have to uphold entrepreneurship, adoption of innovative, flexible and efficient development model first. Second, display professions to grasp the opportunity in the market. Third, maintain long-term partnerships with customers. Finally, strengthen the development of organization and personnel.

並列關鍵字

key account manager ； exploratory research

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