医药企业顾客价值管理(cvm)初探（Discussion on customer value management (CVM) of pharmaceutical enterprises）.docVIP

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医药企业顾客价值管理(cvm)初探（Discussion on customer value management (CVM) of pharmaceutical enterprises）.doc

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医药企业顾客价值管理(cvm)初探（Discussion on customer value management (CVM) of pharmaceutical enterprises）

医药企业顾客价值管理(cvm)初探（Discussion on customer value management (CVM) of pharmaceutical enterprises） The customer is the premise of the existence of products and services, and customer needs are constantly changing. Recently, a customer needs and expectations into key business processes and management activities in the strategy of customer value management (customer value, management, IBM and CVM) have been verified by many international well-known enterprises, and in the standard management international forum is known to meet customer demand best practices [1]. 1 Customer Value Management (CVM) 1.1 customer value Customer value is the customer delivered value starting from the customers (customer delivered value) and starting from the enterprises customer relationship value (customer relationship value) set. Customer delivered value refers to the total customer value and total customer cost difference. The total customer value is the customer from a particular product or service in a series of benefits; and the total customer cost is caused in the evaluation, and use of the product or service of the customer is expected to cost [2]. The influence factors of customer delivered value: The value factors: product value, service value, staff value and image value etc.; Cost factors: money cost, time cost, energy cost and energy cost etc.. Customer relationship value refers to the total value of the customer for company, it is measured in support of accounting system under a perfect. Customer relationship value income not on a single customer transaction brings to enterprises, but to maintain long-term relationships with customers to get customer lifetime value maximum (lifetime value LTV). 1.2 customer value management system The overall architecture of CVM system usually includes: The data warehouse management (data warehousing) Pharmaceutical companies can use multiple channels of communication, such as telephone, fax, Internet websites, distributors, retail terminals (pha