Customer value assessment of Taiwanese pharmaceutical industry through data mining techniques -The application of marketing strategy and sales force performance characteristics

• Main Authors: Shui-Hui Chia, 江淑惠
• Other Authors: Yi-Fei Chuang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/bnz6kb

博士 === 銘傳大學 === 企業管理學系博士班 === 102 === The intensive competition of generics selling and the unpredictable of medical demand make the pharmaceutical marketing activities often unable to meet the demand characteristics of healthcare institutions. In order to consolidate the advantages of drug development and to reduce the marketing cost, pharmaceutical industry has to outsource sales force to agents. Thus, sales performance controlling is difficult. In this study, the research sample contains the transaction data of 88 pharmaceutical manufacturers and 663 healthcare institutions in Taiwan. Those transaction data reacts the sales performance of 49 sales persons. This study systematic integrates Frequency, Monetary and Contract term (FMC) indicators to divide healthcare institutions into four types. Then, Number of customer, Number of orders, Number of distribution destinations, Team work, and Experience had been derivatived from database to respond to sales force performance. C5.0 decision tree is used to mining purchasing behavior difference among customer groups. The sales force application rules in regarding to customer groups are also explored. Finally, combining with other statistical results of relevant variables, this study provides marketing, and sales force outsourcing strategies to the pharmaceutical industry. These research results provide references to pharmaceutical industry and other B2B business in maintaining long-term customer relationship and planning sales force management.