| In recent years,with the deepening of the reform of the medical and health system,the business chain,value chain and information chain are gradually reconstructed.The business development environment faced by major domestic medical customers,especially the implementation environment of relevant policies,is constantly changing dramatically.As a part of the construction of a new modern medical and health service system-the main development of each medical customer The trend of the exhibition is increasingly clear,and the market reshuffle of the pharmaceutical industry is coming.At that time,strong alliance,upstream and downstream merger of business chain and shortening of industry value chain will become the development hotspot of the industry.It can be predicted that the demand for M&A financing of pharmaceutical customers will be extremely strong.For a long time,the basis for banks to provide financing for pharmaceutical customers is based on the transfer of capital flow and goods logistics in the pharmaceutical supply chain,such as factoring,confirmation warehouse,Bill pool and other financing products,while providing M&A financing for pharmaceutical customers is an important supplement to the financing of traditional pharmaceutical industry.Under the background of the policy era of the new round of medical reform,the financial industry will have great theoretical and practical significance in studying how to provide a package of financial service products and programs that meet the needs of the M&A financing services for pharmaceutical customers.The development of domestic commercial banks has a long history,but the formation of modern banking products and service system is not long,among which M&A products and services are gradually formed in recent years.The general principles of loans was issued by the people's Bank of China in 1996,which limits the equity of domestic commercial investment.This directly results in the fact that the domestic legal entity of enterprises and institutions can not flexibly use various credit tools according to its actual situation in the merger activities,the leverage ratio is insufficient,and the credit support can not be obtained,thus inhibiting the process of the legal entity of enterprises and institutions merging other entities,and further hindering the pace of China's acceleration of economic restructuring,industrial upgrading and industrial integration.However,since China joined the World Trade Organization in 2001,especially in recent years,all kinds of capital flow markets,mainly represented by stock market and inter-bank capital market,have developed rapidly,and the market economy environment and the construction of financial system have been greatly improved.China's M&A investment market is gradually becoming a very innovative,full of development opportunities and rapid and healthy growth emerging market in the global region.In order to effectively respond to the changing development of the commercial M&A financing market,the guidelines for the risk management of M&A loans of commercial banks came out:for domestic commercial banks,if they can achieve the corresponding balance between the customer's M&a demand and the controllable risk of relevant business,they can carry out M&A financing.The successful development of M&A financing can not only provide important sources of bank credit business income for the bank,but also may lock in loyal customers for the bank.Therefore,it is a very effective way of customer service to lock in customers and carry out a series of related financial services to improve the stickiness of bank customer service.However,the homogenization of M&A financing products is more serious,and the competition is very fierce.How to use effective marketing strategies to create their own competitive advantages through marketing innovation is of great practical significance for China's commercial banks that meet the requirements and can carry out M&A financing to improve their comprehensive competitiveness and further develop M&A financing business.Therefore,the establishment of M&A financing service strategy based on pharmaceutical customers has certain practical significance for the business development and brand building of M&A products of bank Z,1 branch.Based on the theory of 7PS service marketing,this paper studies the marketing of M&A financing of medical customers in commercial banks,and complements the practical cases of marketing theory guiding the formulation of M&A financing service marketing strategy.Based on the traditional supply chain financial business,this paper analyzes the current development trend of pharmaceutical customer enterprises,summarizes and analyzes the financing needs of enterprises,and enriches the relevant theories of pharmaceutical customer marketing management in combination with the business concept and product characteristics of commercial banks.In this paper,through a comprehensive and in-depth study of the current M&a service marketing situation of the pharmaceutical customers of bank Z,I branch,through extensive access to the excellent and well-known literature at home and abroad on the relevant websites,interviews with senior managers of pharmaceutical enterprises,research on mastered business cases and other ways,combined with STP theory and 7PS theory,and on the basis of full consideration of business practice,we propose In order to ensure the smooth implementation of the service marketing strategy,a series of supporting measures are put forward,such as improving the level of risk internal control,improving the organizational structure,and providing support services in the management information system.Through the implementation of the above service marketing strategy,I believe that 1 branch of bank Z will make great progress in the financing and marketing of pharmaceutical customer M&A. |
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