【正文】 ......................................................................................................................................................................4 名詞解釋 ......................................................................................................................................................................62. CRM 應(yīng)用背景分析 ........................................................................................................................................7 業(yè)務(wù)背景分析 ...............................................................................................................................................................7 客戶管理分析 ...............................................................................................................................................................7 醫(yī)院管理分析 ...............................................................................................................................................................8 多地營(yíng)銷組織結(jié)構(gòu)分析 ..............................................................................................................................................9 客戶關(guān)系管理需求總結(jié) .............................................................................................................................................10 醫(yī)院、醫(yī)生信息分散，無法形成公司資源，實(shí)現(xiàn)共享 ......................................................................................................................10 存在現(xiàn)有醫(yī)院銷量減少的風(fēng)險(xiǎn) ..............................................................................................................................................................11 醫(yī)藥代表日?；顒?dòng)管理困難 ..................................................................................................................................................................11 醫(yī)藥代表成本難以細(xì)化，進(jìn)行監(jiān)控 ......................................................................................................................................................11 總部缺乏對(duì)醫(yī)藥代表的支持與控制力度 ..............................................................................................................................................12 對(duì)于競(jìng)爭(zhēng)對(duì)手缺乏全面了解 ..................................................................................................................................................................12 營(yíng)銷信息的傳遞與匯總困難 ..................................................................................................................................................................12 各大區(qū)推廣執(zhí)行不統(tǒng)一、不規(guī)范 ..........................................................................................................................................................13 員工考核指標(biāo)單一 ..................................................................................................................................................................................13 醫(yī)院和醫(yī)生的價(jià)值管理難以動(dòng)態(tài)量化 ................................................................................................................................................13 企業(yè)經(jīng)營(yíng)決策管理不系統(tǒng)、不強(qiáng)大、不深入、不及時(shí) ....................................................................................................................143. CRM 關(guān)鍵應(yīng)用 ..............................................................................................................................................15 醫(yī)院信息管理 .............................................................................................................................................................15 醫(yī)生信息管理 .............................................................................................................................................................15 經(jīng)銷商商務(wù)管理（總代制沒有這一項(xiàng)內(nèi)容） .........................................................................................................16 推廣活動(dòng)管理 .............................................................................................................................................................16 營(yíng)銷物品及推廣費(fèi)用管理 .........................................................................................................................................16 市場(chǎng)信息統(tǒng)計(jì) .............................................................................................................................................................17 競(jìng)爭(zhēng)信息管理 .............................................................................................................................................................17 移動(dòng)設(shè)備信息采集方式 .............................................................................................................................................17 區(qū)域機(jī)構(gòu)的控制與管理 .............................................................................................................................................18 員工管理 ..................................................................................................................................................................18 分析決策 ..................................................................................................................................................................194. TURBOCRM 應(yīng)用規(guī)劃 ...............................................................................................................................20 總體應(yīng)用目標(biāo) ............................................................................................................................................................20 醫(yī)藥行業(yè)基礎(chǔ)信息 ....................................................................................................................................................21 運(yùn)營(yíng)流程管理 ............................................................................................................................................................22 針對(duì)企業(yè)決策者的應(yīng)用 .........................................................................................................................................................................23 針對(duì)大區(qū)經(jīng)理、區(qū)域經(jīng)