Study On The Marketing Strategy Of Bank-medical Cooperation Service Of Bank Z Anhui Branch

With the continuous deepening of interest rate marketization reform,the continuous development of various information technologies,the rapid competition in the market,the cooperation model between commercial banks and various units tends to be specialized,and the service content is refined.Therefore,in order to effectively market medical treatment Units and commercial banks have also launched a specialized bank-medical cooperation model.The so-called bank-medical cooperation refers to the banking and hospital industries,under the rapid development of the Internet,using mature Internet technology and payment technology,combined with the financial sector of the bank,to win the hospital's corporate business acceptance authority,promote its own financial products,broaden the banking customer base,provide hospitals with faster and safer settlement methods and professional financial service customer base,and finally obtain a wirn-win cooperation model.As the pressure on the population environment continues to increase,the people's requirements for medical care are constantly increasing,and the problem of medical difficulties is becoming more and more prominent.Therefore,the Ministry of Health of China put forward the decomposition index of the "Three good and One satisfaction" activities,that is,the quality is good,the medical ethics are good,the people are satisfied with the activities,and it is carried out in medical institutions at all levels across the country.So,it is of great significance to promote the technical transformation of the medical treatment mode through the upgrade of the bank-medical cooperation model,to achieve the integration of medical treatment unit settlement procedures at all levels,to improve the quality and efficiency of people's livelihood medical services,and to achieve the goal of "Three good and One satisfied".Although Z Bank Anhui Branch has realized the importance of marketing strategy in the bank-medical cooperation business,and has done a lot of work through marketing environment assessment and product design,but as far as marketing results are concerned,there are still a lot of problems like single bank-medical cooperation model,serious product homogenization,lack of effective marketing channels,declining service quality,complex process management processes,and material environment cannot meeting the demand.Through the detailed analysis of the bank-medical cooperation Service business of Z Bank Anhui Branch,this thesis understands the competition situation of Anhui bank-medical market and the customer's demand for bank-medical cooperation service and technology,designs a customer-oriented marketing strategy and creates a new cooperation opportunity.Combined with the business advantages that Z Bank Anhui Branch's bank-medical business has been developing,the current business disadvantages are also should be corrected,the target market could be identified and positioned,so that a new model of differentiated bank-medical cooperation services is formed to form a competitive advantage and brand effect,ultimately through innovational product strategy and multi-channel marketing communication combination to achieve marketing goals.The first chapter of this thesis will expound the research background,domestic development status,research purpose and significance,research ideas and methods,and research innovation points of the thesis to understand the current development status of the banking business of Z Bank Anhui Branch and research the importance of its marketing strategy;the second chapter introduces related theoretical foundations of this thesis in detail;the third chapter introduces the basic situation of Z Bank Anhui Branch bank-medical cooperation business by using 7P marketing theory,and analyzes the existence of its problems and the cause of the problem;the fourth chapter analyzes the marketing macro environment of the bank-medical cooperation business of the Z Bank Anhui Branch through PEST analysis,and analyzes the competitors in the Anhui bank-medical market in detail,and then through SWOT analysis method to search the advantages and disadvantages of Z Bank Anhui Branch in bank-medical cooperation business;Chapter 5 through the conclusion of comprehensive analysis,suggest some marketing strategy for Z BankAnhui Branch bank-medical cooperation business,including product strategy,price strategy,place strategy,promotion strategy,personnel strategy,process management strategy,physical evidence strategy one by one,and at the same time,provide support suggestions on how to ensure the implementation of the above strategies,in order to stabilize and develop the marketing target of Z Bank Anhui Branch in the bank-medical cooperation business.