| Summary: | 碩士 === 義守大學 === 工業管理學系 === 103 === Data shows that Taiwan''s NHI (National Health Insurance),from its implemented on March 1st of1995, until 2002 shows an imbalance between revenue and expenditure which could not be adequately balanced by limited health insurance rates increases. as a result, the "total budget system" was implemented which had a major impact on foreign pharmaceutical companies. Drugs whose patents had expired were overwhelmed by competition from generic equivalents. Foreign pharmaceutical companies found themselves in a market that evolved into has been termed a highly competitive, low-growth era. Pharmaceutical companies are aggressively looking to find ways to reacquire previous high-performance. thus, the field of relationship marketing has received a high priority since at this stage, foreign pharmaceutical companies in Taiwan have good customer relationship management and believe it to be a very important factor.
Customer relationship marketing and customer development is a long-term endeavor with the main purpose of establishing a relationship of trust between company and client. Industry representatives'' contact with its customers is quite close and frequent. therefore, this study was conducted to explore the relationship medical representatives have on the pharmaceutical industry.
In this study, the pharmaceutical agent of foreign pharmaceutical companies, for example, to explore the relationship between marketing, the correlation between relationship quality and relationship value. Sampling target foreign pharmaceutical companies for the domestic pharmaceutical representative to snowball the way the census were issued 120, the actual recovered 119 ,valid questionnaires 119.The empirical results show the relationship between interest by combining significant positive impact on both the quality of the relationship between the five assumptions service benefits and structure of the relationship between the interests of the relationship between the value of the five hypothetical social benefits to have significant positive relationship value impact. In addition, the relationship quality is based on the assumption that the value of the establishment of relations. So, the medical representatives of foreign drug companies, in providing appropriate and professional information in accordance with the needs of the prescribing physician, the physician''s trust the medical representatives of pharmaceutical companies will increase, the relative rate of prescription drugs will improve and thus achieve a win-win goal and results.
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