-I- 摘要 近年来，随着我国扶持医疗器械欧亿·体育（中国）有限公司的政策不断出台，同时老龄化社会导 致的医疗器械需求量持续增加和国内医疗机构正大量更新设备的现状，我国医 疗器械欧亿·体育（中国）有限公司迎来良好的发展机遇。但正值国内自主医疗器械生产企业数量的不 断增加和外资企业的不断涌入，导致此欧亿·体育（中国）有限公司的竞争日趋加剧。面对激烈的市场 竞争，在我国根植多年的跨国企业F医疗器械公司正面临着由于近年来业绩不 佳、市场份额不断缩减、利润水平持续下滑的窘境。为了恢复之前的市场地位 和竞争优势，F公司期望建立新的客户关系管理模式，以保持客户量和客户忠 诚度，延长客户生命周期，防止客户持续不断的流失，同时得以发掘、保持和 提升客户价值，从而继续保持F公司在中国医疗器械市场的快速发展及优势地 位。 笔者以跨国企业F医疗器械公司作为研究对象，主要采用了文献研究法和 问卷调查法，结合分析问卷调查的具体结果，基于客户生命周期价值理论设计 了F医疗器械公司客户关系管理改善方案和策略。笔者首先通过对医疗器械行 业所面临的现状进行分析，提出了研究F医疗器械公司客户关系管理的背景和 意义，以及研究的方法和思路。其次，对客户关系管理尤其是医疗器械企业客 户关系管理的相关文献进行了集中梳理，分析了客户关系管理在医疗器械欧亿·体育（中国）有限公司 的应用现状。最后，在对F医疗器械公司客户管理现状分析的基础上，通过问 卷调查找出了F医疗器械公司目前客户关系管理存在的问题：主要存在部门架 构不合理、缺少全面高效的客户关系管理信息化平台、客户数据利用度不足、 客户生命周期缩短、客户对F公司售后服务不满意等一系列问题。 通过对F公司客户关系管理的现状及调查发现的问题进行研究，拟定了适 合F医疗器械公司的客户关系管理方案和策略，希望此方案和策略在提升F医 疗器械公司客户关系管理的同时，也能为提高其他医疗器械企业的客户关系管 理水平提供一些借鉴和参考。 关键词：医疗器械欧亿·体育（中国）有限公司；客户关系管理；客户生命周期；客户生命周期价值 Abstract -III- Abstract In recent years, with the continuous introduction of policies to support the medical device industry, the increasing demand for medical devices caused by the aging society and the status quo that a large number of domestic medical institutions are updating equipment, China's medical device industry ushered in good development opportunities. However, with the increasing number of domestic independent medical device manufacturers and the influx of foreign enterprises, the competition in this industry is becoming increasingly fierce. In the face of fierce market competition, multinational f medical device company is facing the dilemma of poor performance, shrinking market share and declining profit level in recent years. In order to restore its market position and competitive advantage, F company expects to establish a new customer relationship management model to maintain customer volume and customer loyalty, extend customer life cycle, prevent continuous loss of customers, and explore, maintain and enhance customer value, so as to continue to maintain F company's rapid development and dominant position in China's medical device market. The author takes f medical device company as the research object, mainly adopts the literature research method and questionnaire survey method, combined with the analysis of the specific results of the questionnaire survey, and based on the theory of customer life cycle value, designs the improvement plan and strategy of customer relationship management of F medical device company. First of all, through the analysis of the current situation of the medical device industry, the author puts forward the background and significance of the research on the customer relationship management of F medical device company, as well as the research methods and ideas. Secondly, the relevant literature of customer relationship management, especially in medical device enterprises, is intensively combed, and the application status of customer relationship management in medical device industry is analyzed. Then, based on the analysis of the current situation of F medical device company's customer management, this paper finds out the existing problems of F medical device company's customer relationship management through questionnaire survey: the main problems are unreasonable Department structure, lack of comprehensive and efficient customer relationship management information platform, insufficient utilization of customer data, shortened customer life cycle and 北京工业大学工商管理硕士专业学位论文 -IV- dissatisfaction with F company's after-sales service Wait for a series of questions. Through the research on the current situation of F company's customer relationship management and the problems found in the investigation, we have worked out the customer relationship management plan and strategy suitable for F medical device company. We hope that this plan and strategy can not only improve the customer relationship management of F medical device company, but also provide some reference for other medical device companies. Key words：medical device industry，customer relationship management， customer life cycle，customer life cycle value 目 录 -V- 目 录 摘要 ...............................................................................................................................I Abstract ....................................................................................................................... III 目 录 ............................................................................................................................. V 第1章 绪论 .................................................................................................................. 1 1.1研究背景 .............................................................................................................. 1 1.1.1我国医疗器械欧亿·体育（中国）有限公司面临良好发展机遇 ....................................................... 1 1.1.2我国医疗器械欧亿·体育（中国）有限公司竞争日趋加剧 ............................................................... 2 1.1.3 F公司现行客户关系管理现状亟待改善 ................................................... 3 1.2研究意义 .............................................................................................................. 4 1.2.1 丰富客户关系管理理论的应用研究 .......................................................... 4 1.2.2为F公司完善客户关系管理应对挑战提供帮助 ...................................... 4 1.3研究方法 .............................................................................................................. 5 1.4研究内容和技术路线 .......................................................................................... 5 1.4.1研究内容 ....................................................................................................... 5 1.4.2研究的技术路线 ........................................................................................... 6 第2章 客户关系管理理论与医疗器械欧亿·体育（中国）有限公司客户关系管理现状 ................................... 9 2.1客户关系管理及其核心内容 .............................................................................. 9 2.1.1客户关系管理的概念 ................................................................................... 9 2.1.2客户关系管理的核心内容 ........................................................................... 9 2.2客户生命周期价值理论 .................................................................................... 10 2.2.1客户生命周期内涵 ..................................................................................... 10 2.2.2客户生命周期阶段划分 ............................................................................. 10 2.2.3客户生命周期价值构成 ............................................................................. 12 2.2.4客户生命周期价值评估模型 ..................................................................... 13 2.3忠诚度与客户终身价值 .................................................................................... 14 2.4医疗器械欧亿·体育（中国）有限公司的客户关系管理现状 ................................................................ 15 2.4.1医疗器械欧亿·体育（中国）有限公司客户采购模式与采购特点 ................................................. 15 2.4.2现行采购模式下的企业客户关系管理现状 ............................................. 19 2.5本章小结 .....................................