處方藥品市場是屬於道德產業，藥廠的醫藥行銷人員與醫院醫生之間是一種長期夥伴關係，需要醫藥行銷人員一對一提供產品知識與後續醫療上的服務。今日藥廠行銷人員不僅需面對日趨嚴厲的市場環境，如總額給付所引起的醫院節流方案與藥品議價壓力，亦需遵守來自公司內部及產業的自律道德規範。藥廠行銷人員所面臨的最大挑戰，是如何一方面持續提昇醫藥專業能力以做好關係行銷，一方面運用最新科技協助進行顧客關係管理，以達成公司所設定的目標。本論文將就處方藥品市場下的關係行銷與顧客關係管理進行探討。 關鍵字:關係行銷、顧客關係管理、處方藥品市場、西藥產業 / Prescription market is defined as an ethical industry. The PSR (Pharmaceutical Sales Representative) of pharmaceutical company have to keep the long-term partnership with doctors and hospital. The PSR not only face the drug pricing deduction pressures come from BNHI/Hospital, but also the ethical behavior requested by company internal and pharmaceutical industry. The most challenge of PSR is how to execute the relationship marketing well by enhance their own professional knowledge. Besides, how do they reach sales goal in using the new Internet Technology to accomplish the customer relationship management. The thesis will focus on the probe of relationship marketing and CRM in prescription market. Key words: Relationship Marketing, Customer Relationship Management, and Prescription Market, Pharmaceutical Industry