Research On The Marketing Strategy Of The Banking And Medical Business Of JT Bank Shaanxi Branch

With the deepening of the interest rate liberalization reform and the increasingly fierce competition among Banks,it is required that the cooperation mode between commercial Banks and various cooperative units tends to be stable,the cooperation content tends to be refined,and the cooperation products tend to be specialized.Among the many cooperative units,the medical industry has become a high-quality resource that commercial Banks are competing for due to its non-influence of economic cycle,extremely stable cash flow and wide coverage of groups.Commercial Banks have also launched a variety of bank-medical cooperation products.Nowadays,with the rapid development of science and technology,bank-medical cooperation mainly means that commercial Banks,with their outstanding research and development capabilities,rely on their mature information construction,multi-channel means of payment and receipt ability to win access to financial cooperation for medical institutions' customer groups.At the same time,by taking advantage of the large number of hospital employees,extremely large number of patients and stable upstream suppliers,we can expand the customer base,expand diversified financial products such as public,private and industrial chain finance,and provide more convenient and safe payment and receipt services for cooperative medical institutions.JT Bank Shaanxi Branch,as the financial institution with the top market share in banking and medical services in Shaanxi province,has cooperated with many medical institutions in shaanxi province for a long time.From the perspective of the current cooperation situation,there are still some problems,such as the single type of bank-Medical cooperation business,the lack of differentiated advantages in products and services,the lack of marketing channels,the complex process management,and the inability of the physical environment to meet the needs of customers.The author to JT bank as the breakthrough point,through the bank of JT shaanxi branch with several hospitals case analysis,field visits to related cooperation hospital inspection and silver medical cooperation of commercial bank to consult the related literature,on the bank of JT,shaanxi province silver medical business services and marketing status quo from the external environment and internal environment,macro environment,micro environment multi-angle,a detailed analysis and further study of the shaanxi provincial hospital of silver cooperation between Banks and the present situation of the medical market and the demand of the medical business services,products,technology.The main contribution of this paper from product,price,channel,promotion four aspects a in line with market requirements for the design of the bank of JT,shaanxi silver medical cooperation and customer oriented marketing strategy,including the existing silver medical products from offline to online upgrade,combined with the country's new rules to accelerate health at integration products production,through constructing of couplet of lateral court medical cooperation platform to create more cooperation opportunities.Coupled with the bank of JT,shaanxi in the business aspects of the traditional development advantage of silver,study how to optimize the existing marketing problems,through a differentiation advantage silver new medical cooperation pattern,form a bank of JT,shaanxi in the market competition advantage and brand effect,finally forms the innovative product strategy and all-round marketing communication mix,achieve the objectives of the strategy optimization.