大客户营销管理问题与对策——以某药业公司为例

Problems and countermeasures on key customers marketing management based on MD pharmaceutical company

实施大客户营销管理是市场上以客户为中心的关系营销发展的必然结果。医药流通企业作为服务性行业,竞争的焦点已转移到对客户资源尤其是大客户资源的争夺上。以MD药业公司大客户管理在管理、沟通及人力资源等方面产生的问题为基础,提出符合实际的解决问题的对策。

It is the inevitable result of customer-center relationship marketing for carrying out the key customer marketing management. In pharmaceutical circulation enterprises,as a service industry,focus has shifted to compete for customer resources,especially key customer resources. This paper is based on the problems of key account management of MD pharmaceutical companies in management, communication and human resources,etc,and puts forward realistic measures to solve them.