Medical Industry, Finance Leases Marketing Channel Analysis And Applied Research

Financing lease is still under development in China. Healthcare industry has introduced financing lease for only five to six years; financing lease companies are limited in marketing experiences and capabilities due to short practice time; there is a lack of knowledge of financial products in healthcare industry. All these result in very slow market development. On the contrary, healthcare industry in China has a huge gap compared with developed countries, especially in the use of high-tech medical systems. Meanwhile, because the investment from the state reduced gradually, financial strength of hospitals has diminished and capital resource is becoming a major problem in the management of hospitals. Therefore, there is plenty of room for the growth of financing lease.The thesis consists of five parts: Firstly, the theory foundation and guidance of this thesis introduces concept, history and development status of financing lease, as well as theories, involving trends, functionalities and design principles related to channel management. Secondly, the thesis elaborates market environment of healthcare industry, analyzes customers characteristics, finds out standard and method to pick out premium customers, and describes related policy environment. The third part focuses on the characteristics of the current marketing in healthcare industry, and analyzes the customers segmentation, find related marketing strategies. The fourth part is one of the main contents of this thesis and emphasis on the application of financing lease by a case study. The final part comes to policy recommendation and research direction going further.This thesis is aimed at forming an effective strategy of marketing channel management for financing lease in healthcare industry by analyzing the characteristics of financing lease market and using the related theories of marketing channel strategy. The study on financing lease of healthcare industry is in very superficial phase. And the study on marketing channel is still an untouched area in the industry. The introduction of financing lease marketing, analysis of marketing status, the marketing strategy and application all become innovation of this thesis. But because of the lack of related industrial data, there is some shortage on measurable analysis.