Research On Business Marketing Strategy Of Medical And Health Institutions Of YC Bank H Branch

YC Bank is a state-owned commercial bank approved by the State Council.Its total size ranks among the top four domestic commercial banks.It has an extensive customer base,a standardized corporate governance structure,and a rigorous risk control system.Its customers range from transportation,energy,and communications.Leading companies in strategic industries such as the country and many multinational top 500 customers.YC Bank H Branch is located in Xi'an,Shaanxi Province.It is one of the 38 first-level branches of YC Bank.Its business scope covers commercial bank corporate business,institutional business,personal banking business,and financial management business.With the extensive involvement of non-financial institutions in economic activities,traditional financial intermediaries represented by commercial banks have lost market dominance,and some high-quality large corporate customers have been quickly diverted by the capital market.In this situation,institutional customers have gradually become the focus of banks' business development.Institutional businesses have become peers and non-commercials due to their strong economic cycle resistance,stable development,strong anti-risk capabilities,wide radiation coverage,and high comprehensive income.In the field of financial institution competition,government units,schools,and medical and health institutions are the targets of fierce competition among commercial banks.Effective marketing and management of institutional customers is a key factor in determining whether institutional customers can be loyal to the bank.Therefore,analysis and market positioning of institutional customers,designing specific marketing processes,management mechanisms,and communication skills can help to promote the level of marketing and management of institutional customers,improve the quality of bank services to institutional customers,and promote the establishment of long-term and stable cooperative relationships between banks and institutional customers.From the perspective of bank operations,its development direction and business focus should be closely related to national policies.Only by accurately analyzing the market situation and proactively adjusting its own business methods can it maintain sustainable competitiveness and sustainable development capabilities.The people's livelihood field is a business source with great potential and inexhaustibleness,and it will be an important area for banks' future business cooperation.Since 2013,YC Bank H Branch has closely followed the national policy orientation and market development direction through policy environment analysis and economic data mining to quickly capture market opportunities and lock the healthcare industry as the third largest marketing after the financial and social security markets.aims.Based on a field survey of YC Bank H branch,combined with the bank's marketing case in the past two years,this article analyzes the marketing management system of YC Bank H branch,finds deficiencies and problems,and digs the root of the problem,combines marketing management concepts and Experience,put forward countermeasures to the marketing management of YC Bank H Branch,aiming to analyze the marketing environment of the current medical and health institution business from a macro and micro perspective,analyze the current marketing strategy of YC Bank H Branch,and sort out its own advantages and disadvantages.And current opportunities and challenges,and then propose an optimized marketing strategy for the business in this field,and at the same time establish supporting marketing implementation guarantee measures to achieve the replication and promotion of the business marketing strategy of medical institutions in the YC banking system,enabling it to actively Respond to industry and third-party challenges and maintain market-leading share.