中国建设银行黑龙江省分行“银医合作”业务营销策略

发布时间：2018-03-18 09:30

本文选题：商业银行　切入点：银医合作　出处：《哈尔滨工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着医疗改革的循序渐进,政府有关部门也随之推出一系列政策措施,助推改革前进。医疗机构面临着诸多机遇和挑战。当下,“看病难”仍然是困扰广大百姓的难题之一,这一现象在大型综合医院显得尤为突出,在黑龙江省也不例外。而随着科技水平的提高,针对如何优化医疗机构就诊流程,许多新技术、新产品也相继应运而生。就诊流程的优化,不可避免地需要涉及到医院信息系统、支付结算系统的改进,对于商业银行和医疗机构的合作来说,无疑是一次良机,结合商业银行先进技术与经验而针对医院信息系统进行的优化,也将有效提高就诊的效率。此外,电子渠道的快速发展,高端客户的特殊需求,以及国家近来对于民营医疗机构的支持,都为“银医合作”在多角度、不同模式上的探索提供了可能。本文通过分析现行医疗体制下大型医疗机构对就诊流程进一步优化的可行性,首先,作者介绍了论文研究的背景和研究的意义,分析了当前这一业务国内外的研究现状,并总结了全文研究的内容和方法;其次,文章提出了相关的市场营销学的学术概念以及4Ps等理论;在此基础上,论文对建行以及黑龙江省分行该项业务的营销现状做了具体的分析;对现状村存在的问题及产生原因,论文也进行了简要分析;文章最后,根据同业在类似业务上的创新以及我省的具体情况、不同客户群体的需求,并结合现有渠道和业务,初拟了一些营销策略,提出了未来这一业务发展的一些建议。
[Abstract]:With the gradual development of the medical care reform, the relevant government departments have also introduced a series of policy measures to push the reform forward. Medical institutions are facing many opportunities and challenges. At present, "difficult to see a doctor" is still one of the difficult problems puzzling the general public. This phenomenon is particularly prominent in large general hospitals, and it is no exception in Heilongjiang Province. With the development of science and technology, many new technologies have been developed to optimize the flow of medical treatment in medical institutions. New products have also emerged one after another. The optimization of the visiting process inevitably involves the improvement of the hospital information system and payment and settlement system, which is undoubtedly a good opportunity for the cooperation between commercial banks and medical institutions. The optimization of hospital information system based on the advanced technology and experience of commercial banks will also effectively improve the efficiency of consultation. In addition, the rapid development of electronic channels and the special needs of high-end customers, As well as the state's recent support for private medical institutions, they are all "cooperation between banks and doctors" from various angles. This paper analyzes the feasibility of further optimization of medical treatment process in large medical institutions under the current medical system. Firstly, the author introduces the background of the paper and the significance of the research. This paper analyzes the current research situation of this business at home and abroad, and summarizes the contents and methods of the full-text research. Secondly, the paper puts forward the academic concepts of marketing and 4Ps, etc. The paper makes a specific analysis of the current marketing situation of CCB and Heilongjiang Branch, and briefly analyzes the existing problems and the causes of the present situation village. Finally, the paper also makes a brief analysis. According to the innovation of similar business in the same industry and the specific situation of our province, the needs of different customer groups, combined with the existing channels and business, this paper initially draws up some marketing strategies, and puts forward some suggestions for the development of this business in the future.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2;F274

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