成本管理在银医通推广项目中的应用

发布时间：2018-01-09 18:14

本文关键词：成本管理在银医通推广项目中的应用　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：“银医通”项目成本管理的效果关系到X银行表外业务经营效益的高低和业务发展的好坏,本论文基于项目成本管理理论,将该思想和方法贯穿于X银行“银医通”项目营销活动管理的始终,提出了一种探讨银行市场营销管理活动的新方法。本文的主要工作有:1、针对现有已投放的“银医通”设备,本文主要从优化设备分配方式的角度,以提高成本利用率为目标进行项目的成本管理。主要工作有:一是选取30家医疗机构(三甲、二甲、民营医院)作为样本,通过SPSS软件建立多元线性回归模型进行分析,得到了单家医院合适的设备投放总量估计,即:单家医院合适的设备投放总量与其门诊日就诊量、医院日收入及医院面积有着较显著的线性相关关系;二是将该模型运用于指导30家样本医院和其余已投放的医院设备数量调整中,设备总量分别减少了约19.8%和22.8%;三是就样本医院不同时段、不同区域人流量进行多角度观察分析,从季节性统筹设备配置、关注最大覆盖半径、分时合理引导服务需求等方面,为优化设备分配和布局、提高服务效率提出了建议。2、针对“银医通”推广营销活动进行成本管理,本文将挣值绩效分析法应用于项目营销活动的全过程管理。主要工作有:一是从挣值绩效分析法的三个基本维度,基于四个重要指标,分析项目资源计划、成本预算和运作过程中的成本和进度控制;二是通过以月为单位跟踪关键指标参数来监控项目运行情况,对项目进度和成本偏差进行及时调整分析,避免了过去以单一指标值来反映工程进展情况的不足。实践证明,X银行“银医通”项目的总体实际支出比初步预算降低了23.56%,达到了降低17%的预期管理目标,可见挣值绩效分析法有效地保障了项目的实施效果及效率。本文将项目成本管理思想运用于银行市场营销的平台上,利用统计学方法,使营销管理过程更具科学性、系统性和创新性,对于银行营销活动的高效实施、减少投资盲目性、提高投资效益比有着积极的实践意义,对推进银行市场营销管理的全面发展具有针对性的借鉴意义。
[Abstract]:The effect of cost management of "Yinyitong" project is related to the benefit and development of off-balance sheet business of X bank. This paper is based on the theory of project cost management. This paper puts forward a new method to discuss the marketing management activities of X Bank's "Yinyitong" project. The main work of this paper is: 1. In view of the existing "Yinyitong" equipment, this paper mainly from the point of view of optimizing the distribution of equipment. In order to improve the cost utilization rate of the project cost management. The main work is as follows: first, 30 medical institutions (Sanjia, second, private hospitals) as a sample. Based on the multiple linear regression model established by SPSS software, the suitable total equipment quantity of a single hospital is estimated, that is, the total amount of the appropriate equipment and the daily outpatient visit of a single hospital are estimated. There was a significant linear correlation between hospital income and hospital area. Secondly, the model is applied to guide 30 sample hospitals and other hospitals to adjust the quantity of equipment, and the total amount of equipment is reduced by about 19.8% and 22.8 respectively. Third, the sample hospital in different periods, different areas of human flow from the seasonal allocation of equipment, pay attention to the maximum coverage radius, time-sharing reasonable guidance of service needs and so on. In order to optimize the distribution and layout of equipment and improve the efficiency of service, this paper puts forward suggestions. 2. To carry out cost management for "Yinyitong" promotion and marketing activities. This paper applies earned value performance analysis to the whole process management of project marketing activities. The main work is as follows: first, from the three basic dimensions of earned value performance analysis, based on four important indicators, analysis of project resource planning. Cost and schedule control during cost budgeting and operation; The second is to monitor the project running condition by tracking the key index parameters on a monthly basis, and to adjust and analyze the project schedule and cost deviation in a timely manner. In the past, the shortage of single index value to reflect the progress of the project was avoided. It has been proved that the total actual expenditure of the "Yinyitong" project of Bank X has been reduced by 23.56% compared with the initial budget. It can be seen that earned value performance analysis method can effectively guarantee the implementation effect and efficiency of the project. This paper applies the project cost management thought to the platform of bank marketing. The use of statistical methods to make the marketing management process more scientific, systematic and innovative, for the efficient implementation of bank marketing activities, reduce investment blindness, improve investment efficiency ratio has a positive practical significance. To promote the comprehensive development of bank marketing management has targeted reference significance.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：R197.32;F830.42;F832.2

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