大连成大方圆运用CRM提高顾客满意度的研究
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摘要
随着我国医药零售市场的全面开放，行业竞争不断加剧，而药店提供的产品同质化程度又非常高，顾客在选择药店的时候随机性很强，最大限度地提高顾客满意度成为连锁药店在激烈竞争中吸引并保持顾客，从而赢得竞争优势的制胜法宝。
本文强调以顾客价值为基础进行顾客满意研究，通过对顾客需要的价值的识别，能够更深入的探察顾客内心的想法，寻找企业所提供的产品和服务与顾客需要之间的差异。
CRM理论的主要原理就是重视顾客价值，将企业的客户视为最重要的企业资产，通过完善的客户服务和深入的客户分析来提高客户满意度和忠诚度，因此，通过把CRM的思想灵活地运用到大连成大方圆连锁药店的提高客户满意度的战略中，对影响客户感知价值的因素进行归类、分析，寻找重点客户的顾客价值要素。同时，结合CRM中的“一对一”营销、定位客户类型、实施拉式模式三个理论，帮助大连成大方圆连锁药店实现不同客户的分类管理，满足不同客户的个性化需求，并制定出有效的提高客户满意度的营销策略，进而保证客户终生价值和企业利润增长的实现。
本文通过市场调研，分析大连医药消费者的顾客价值要素，针对成大方圆连锁药店经营现状，把CRM理论运用到该企业的经管理中，旨在寻求一种合理、有效的方法提高成大方圆连锁药店的顾客满意度，同时增强成大方圆连锁药店在市场中的竞争力。
With the complete opening of the medicine retailing market in China, the competition in this field is increasingly intensified under the fact that different medicine stores own many products with similar quality and costumers have a lot of choices. Therefore, Satisfying Customers (SC) has become the key of attracting and retaining customers and accordingly gaining competitive advantages for medicine-retailing chains.
In this paper,the Customer Satisfaction was investigated by emphasizing costumer value. We can dig into the purchasing motivation through recognizing the demands of customers, and find why the product and service that enterprises are providing cann't meet the needs of customers.
The fundamental principle of Customer Relation Management(CRM) theory underlines the customer value,taking the customers as the most important assets of enterprise, and taking great efforts to increase customer satisfaction and loyalty by perfect customer services and deep analysis of customer values. Therefore, CRM theory is applied to the ChengDa Fang Yuan medicine retailing chain to increase CS and find the key factors that affect main customers by ranking and analyzing all kinds of factors that may affect customer value. Meanwhile, we combine the three theorems of CRM, i.e., "one to one" sale, "Locating customer type", "Pull pattern" to help the ChengDa FangYuan realize the classification management of customers in order to satisfy those individualized demands. In addition, an effective marketing strategy can be made to further increase CS and integrate the life-long value of customers with increase of enterprise profits.
The aim of this paper is to find an appropriate and effective method to help ChengDa FangYuan medicine retailing chain to increase CS and be more competitive in the market through market research, by analyzing the medicine customers value of Dalian city, and applying CRM theory to the enterprise management according the current status.
本文强调以顾客价值为基础进行顾客满意研究，通过对顾客需要的价值的识别，能够更深入的探察顾客内心的想法，寻找企业所提供的产品和服务与顾客需要之间的差异。
CRM理论的主要原理就是重视顾客价值，将企业的客户视为最重要的企业资产，通过完善的客户服务和深入的客户分析来提高客户满意度和忠诚度，因此，通过把CRM的思想灵活地运用到大连成大方圆连锁药店的提高客户满意度的战略中，对影响客户感知价值的因素进行归类、分析，寻找重点客户的顾客价值要素。同时，结合CRM中的“一对一”营销、定位客户类型、实施拉式模式三个理论，帮助大连成大方圆连锁药店实现不同客户的分类管理，满足不同客户的个性化需求，并制定出有效的提高客户满意度的营销策略，进而保证客户终生价值和企业利润增长的实现。
本文通过市场调研，分析大连医药消费者的顾客价值要素，针对成大方圆连锁药店经营现状，把CRM理论运用到该企业的经管理中，旨在寻求一种合理、有效的方法提高成大方圆连锁药店的顾客满意度，同时增强成大方圆连锁药店在市场中的竞争力。
With the complete opening of the medicine retailing market in China, the competition in this field is increasingly intensified under the fact that different medicine stores own many products with similar quality and costumers have a lot of choices. Therefore, Satisfying Customers (SC) has become the key of attracting and retaining customers and accordingly gaining competitive advantages for medicine-retailing chains.
In this paper,the Customer Satisfaction was investigated by emphasizing costumer value. We can dig into the purchasing motivation through recognizing the demands of customers, and find why the product and service that enterprises are providing cann't meet the needs of customers.
The fundamental principle of Customer Relation Management(CRM) theory underlines the customer value,taking the customers as the most important assets of enterprise, and taking great efforts to increase customer satisfaction and loyalty by perfect customer services and deep analysis of customer values. Therefore, CRM theory is applied to the ChengDa Fang Yuan medicine retailing chain to increase CS and find the key factors that affect main customers by ranking and analyzing all kinds of factors that may affect customer value. Meanwhile, we combine the three theorems of CRM, i.e., "one to one" sale, "Locating customer type", "Pull pattern" to help the ChengDa FangYuan realize the classification management of customers in order to satisfy those individualized demands. In addition, an effective marketing strategy can be made to further increase CS and integrate the life-long value of customers with increase of enterprise profits.
The aim of this paper is to find an appropriate and effective method to help ChengDa FangYuan medicine retailing chain to increase CS and be more competitive in the market through market research, by analyzing the medicine customers value of Dalian city, and applying CRM theory to the enterprise management according the current status.
引文
[1] 丁然．嘉兴医药公司药店经营管理研究．嘉兴学院学报，2002，14(11)：30-32．
[2] 胡琢夫．连锁药店如何面对市场竞争．湖南中医杂志，2001，16(2)：7-8．
[3] Joan L. Giese and Joseph A.Cote. "Defining Consumer Satisfaction". Academy of Marketing Science: 2002
[4] [美] 菲利浦·科特勒．梅汝和，梅清豪等译．营销管理：分析、计划、执行和控制(第九版)．上海：上海人民出版社，1999：39．
[5] 董大海．基于顾客价值构建竞争优势的理论与方法研究，大连理工大学博士论文．2003：55．
[6] Miller, John A. Studying Satisfaction, Modifying Models, Eliciting Expectations, Posing Problems and Making Meaningful Measurements. Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction. H. Keith Hunt, Ed. Cambridge, MA: Marketing Science Institute: 77-91.
[7] Oliver Richard L. A Cognititive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketimg Research, 1980, (17): 480-469.
[8] Atila Yuksel, Mike Rimmington. Customer-Satisfaction Measurement. Hotel and Restal Rantadvn Station Quarterly, 1998: 60-70.
[9] Tse D K, P C Wlton. Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research. 1988, 25: 204.
[10] 白长虹，廖伟．基于顾客感知价值的顾客满意研究．南开学报，2001，(6)14．
[11] 张毅编著．企业资源计划(EPR)与SCM、CRM．北京：电子工业出版社，2002
[12] 何荣勤编著．CRM原理、设计、实践．北京：电子出版社，2003：5-8 19．
[13] 杨永恒，王永贵，钟旭东．客户关系管理的内涵、驱动因素及成长维度．南开管理评论，2002，(2)48-52．
[14] 董金祥，陈刚，尹健伟．客户关系管理．浙江：浙江大学出版社，2002：36．
[15] 李弘，董大海编著．市场营销学．大连：大连理工大学出版社，1998
[16] 小卡尔 迈克丹尼尔，罗杰 盖兹编著．当代市场调研．北京：机械工业出版社，2002
[17] Jane Zhao．一种新型的顾客满意度指标．世界经理人文摘．1999，(4)12．
[18] 郭志刚．社会统计分析方法-SPSS软件应用．北京：中国人民大学出版社，1997
[19] 苏金明，傅荣华，周建斌等．统计软件SPSS For Windows实用指南．北京：电子工业出版社，2000
[20] Paul Temporal，Martin Trott著．汪开虎译．与客户亲密接触-通过客户关系管理实现品牌价值最大化．上海：上海交通大学出版社，2002
[21] 刘宇著．顾客满意度测评．北京：社会科学文献出版社，2003
[2] 胡琢夫．连锁药店如何面对市场竞争．湖南中医杂志，2001，16(2)：7-8．
[3] Joan L. Giese and Joseph A.Cote. "Defining Consumer Satisfaction". Academy of Marketing Science: 2002
[4] [美] 菲利浦·科特勒．梅汝和，梅清豪等译．营销管理：分析、计划、执行和控制(第九版)．上海：上海人民出版社，1999：39．
[5] 董大海．基于顾客价值构建竞争优势的理论与方法研究，大连理工大学博士论文．2003：55．
[6] Miller, John A. Studying Satisfaction, Modifying Models, Eliciting Expectations, Posing Problems and Making Meaningful Measurements. Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction. H. Keith Hunt, Ed. Cambridge, MA: Marketing Science Institute: 77-91.
[7] Oliver Richard L. A Cognititive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketimg Research, 1980, (17): 480-469.
[8] Atila Yuksel, Mike Rimmington. Customer-Satisfaction Measurement. Hotel and Restal Rantadvn Station Quarterly, 1998: 60-70.
[9] Tse D K, P C Wlton. Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research. 1988, 25: 204.
[10] 白长虹，廖伟．基于顾客感知价值的顾客满意研究．南开学报，2001，(6)14．
[11] 张毅编著．企业资源计划(EPR)与SCM、CRM．北京：电子工业出版社，2002
[12] 何荣勤编著．CRM原理、设计、实践．北京：电子出版社，2003：5-8 19．
[13] 杨永恒，王永贵，钟旭东．客户关系管理的内涵、驱动因素及成长维度．南开管理评论，2002，(2)48-52．
[14] 董金祥，陈刚，尹健伟．客户关系管理．浙江：浙江大学出版社，2002：36．
[15] 李弘，董大海编著．市场营销学．大连：大连理工大学出版社，1998
[16] 小卡尔 迈克丹尼尔，罗杰 盖兹编著．当代市场调研．北京：机械工业出版社，2002
[17] Jane Zhao．一种新型的顾客满意度指标．世界经理人文摘．1999，(4)12．
[18] 郭志刚．社会统计分析方法-SPSS软件应用．北京：中国人民大学出版社，1997
[19] 苏金明，傅荣华，周建斌等．统计软件SPSS For Windows实用指南．北京：电子工业出版社，2000
[20] Paul Temporal，Martin Trott著．汪开虎译．与客户亲密接触-通过客户关系管理实现品牌价值最大化．上海：上海交通大学出版社，2002
[21] 刘宇著．顾客满意度测评．北京：社会科学文献出版社，2003