外商藥廠業務人員顧客關係管理之研究

A Study of Salesman of Foreign pharmaceutical Business of the Customer Relationship Management

蔡明儒(Ming-Ru Cai)

指導教授 ： 楊東震

共同指導教授 ： 林煥章(Huan-Zhang Lin)

義守大學/管理學院/工業管理學系/碩士(2015年)

https://doi.org/10.6343/ISU.2015.00383

摘要

全民健康保險( National Health Insurance )於民國八十四年三月一日開辦來至九十一年資料已就顯示健保財務收支不平衡 ，又同時在健保費率收入增加有限之下，於是實施「總額預算制度」，尤其是外資藥廠受到嚴重衝擊其中專利過期的藥品受學名藥低價競爭，於是外資藥品市場走入低成長高競爭的年代 ， 藥廠積極思考如何持續以往的高績效，因此在關係行銷的領域也獲得高度的重視 ， 現階段台灣的外商藥廠也將做好顧客關係管理列為一大重點。
顧客關係行銷是和顧客發展為長期的關係，主要目的建立兩者信任關係，而醫藥業醫藥代表與顧客的接觸也頗為密切且頻繁，因此本研究針對醫藥業醫藥代表進行探討。
本研究以外商藥廠的醫藥業務代表為例，探討關係行銷、關係品質與關係價值之間相關性。抽樣對象為國內外商藥廠醫藥代表，以滾雪球方式共發出120份，實際回收119份，有效問卷119份。經實證結果為關係利益對關係品質的五項假設中服務利益及結構結合對關係品質均有顯著的正向影響，關係利益對關係價值的五項假設中社會利益對關係價值有顯著的正向影響，而關係品質對關係價值的假設成立，所以外商藥品公司的醫藥代表若能依照處方醫師需求提供適當且專業的資訊，醫師對於該藥品公司醫藥代表的信任就會提升，相對藥品處方率也就會提高，就此達到雙贏的目標與結果。

關鍵字

關係行銷 ； 關係價值 ； 關係利益 ； 關係品質

並列摘要

Data shows that Taiwan's NHI (National Health Insurance),from its implemented on March 1st of1995, until 2002 shows an imbalance between revenue and expenditure which could not be adequately balanced by limited health insurance rates increases. as a result, the "total budget system" was implemented which had a major impact on foreign pharmaceutical companies. Drugs whose patents had expired were overwhelmed by competition from generic equivalents. Foreign pharmaceutical companies found themselves in a market that evolved into has been termed a highly competitive, low-growth era. Pharmaceutical companies are aggressively looking to find ways to reacquire previous high-performance. thus, the field of relationship marketing has received a high priority since at this stage, foreign pharmaceutical companies in Taiwan have good customer relationship management and believe it to be a very important factor.
Customer relationship marketing and customer development is a long-term endeavor with the main purpose of establishing a relationship of trust between company and client. Industry representatives' contact with its customers is quite close and frequent. therefore, this study was conducted to explore the relationship medical representatives have on the pharmaceutical industry.
In this study, the pharmaceutical agent of foreign pharmaceutical companies, for example, to explore the relationship between marketing, the correlation between relationship quality and relationship value. Sampling target foreign pharmaceutical companies for the domestic pharmaceutical representative to snowball the way the census were issued 120, the actual recovered 119 ,valid questionnaires 119.The empirical results show the relationship between interest by combining significant positive impact on both the quality of the relationship between the five assumptions service benefits and structure of the relationship between the interests of the relationship between the value of the five hypothetical social benefits to have significant positive relationship value impact. In addition, the relationship quality is based on the assumption that the value of the establishment of relations. So, the medical representatives of foreign drug companies, in providing appropriate and professional information in accordance with the needs of the prescribing physician, the physician's trust the medical representatives of pharmaceutical companies will increase, the relative rate of prescription drugs will improve and thus achieve a win-win goal and results.

並列關鍵字

relationship marketing ； relationship value ； customer satisfaction ； relationship Quality

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