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论文编号：	13587
作者编号：	2320190552
上传时间：	2022/12/4 21:39:02
中文题目：	中信银行医药客户营销策略及实施研究
英文题目：	Research on Marketing Strategy and Implementation of Pharmaceutical Enterprises of China CITIC Bank
指导老师：	李东进
中文关键字：	中信银行对公业务；医药客户；带量采购；营销策略
英文关键字：	Corporate banking services of China CITIC Bank；Pharmaceutical Enterprises；Volume-based Procurement；Marketing Strategy
中文摘要：	医药行业一直是我国战略新兴产业中非常重要的支柱产业，关乎到国计民生。在新冠疫情、人口结构老龄化、居民收入不断增长、新医改不断推进、新版基本医药目录出台、卫生服务产业政策支持以及新冠疫情等多种因素的影响下，医药行业高速发展，未来发展前景巨大，行业的发展提升到万众瞩目的高度。我国医药产业正在经历高速发展阶段，全市场越来越向集中化方向发展，我国新医改方案正在不断落实的过程中，不断出台的医药行业政策将对医药企业产生重大影响。 近几年，国内民众愈发关注生命健康，在拉动内需、我国社会主要矛盾已经转化以及健康中国2030等大背景下，金融助力医药行业实体经济发展有着重要意义。在国家倡导金融回归服务实体本源、大力发展战略新兴产业的背景下，商业银行医药行业客户营销发展迅速，同时同业间竞争日益激烈。本文以中信银行医药客户的对公业务营销作为研究对象。首先分析了中信银行对公业务营销的现状和行业PEST外部环境，运用 SWOT 分析法对中信银行医药行业客户营销存在的优劣势、机会与威胁进行分析，得出其当前存在的问题，主要表现在发展思路、产品创新、专业度、运作效率四个方面。然后，根据定位理论和营销组合理论框架，提出了以下改进策略：通过市场细分，将目标市场选择为医药客户生态圈客群、集团协同客群、产业链上下游客群、投贷联动客群四类，并提出“专业、高效、赋能成就伙伴”的市场定位；产品聚焦并提升产品定制化设计能力，实行差异化定价，广泛建设营销渠道，多模式促销；运用差异化、附加价值等全方位优化提升客户体验。最后，从企业文化、人力资源和金融科技三方面提出了具体的保障措施。本文的研究成果，一方面，对中信银行医药客户营销开展更为合适和有效的营销工作有一定的指导意义。另一方面，可为我国商业银行服务医药客户制定营销策略提供经验借鉴，对促进银行业支持医药企业实体经济发展起到一定帮助。
英文摘要：	The pharmaceutical industry has always been a very important pillar industry in China's strategic emerging industries, related to the national economy and the people's livelihood. Under the influence of many factors, such as the new crown outbreak, the aging population structure, the growing income of residents, the continuous advancement of new medical treatment, the introduction of a new version of the essential medicine list, the support of health services industry policy, and the impact of the new crown outbreak, the pharmaceutical industry is developing at a high speed, and the future is full of hope, with the development of the industry becoming more and more eye-catching. Our pharmaceutical industry is undergoing a phase of high-speed development, the whole market is increasingly moving in the direction of centralization, and in the process of our new medical modification program being continuously implemented, the continuously introduced pharmaceutical industry policy will have a significant impact on the pharmaceutical enterprise. In recent years, with people's increasing concern for life and health, China's major social contradictions have been transformed into people's growing needs for a better life. In the context of stimulating domestic demand and healthy China in 2030, it is of great significance for finance to help the development of the real economy in the pharmaceutical industry. In the context of the national initiative to return finance to the source of service entities and vigorously develop strategic emerging industries, customer marketing in the pharmaceutical industry of commercial banks has developed rapidly, while the competition is fierce. This paper takes public business marketing of CITIC Bank medical customers as the research object. First of all, it analyzes the current situation of CITIC Bank's corporate business marketing and the external environment of the industry PEST, analyzes the advantages and disadvantages, opportunities and threats of CITIC Bank's customer marketing in the pharmaceutical industry with SWOT analysis method, and finds out its current problems, mainly in four aspects: development ideas, product innovation, professionalism, and operational efficiency. Then, according to the positioning theory and marketing mix theory framework, the following improvement strategies are put forward: through market segmentation, the target market is selected into four categories: medical customer ecosystem customer group, group collaborative customer group, up and down industrial chain tourist group, investment and loan linkage customer group, and the market positioning of "professional, efficient, enabling partners" is put forward; Focusing on and improving product customization design capability, implementing differentiated pricing, widely building marketing channels and multi-mode promotion; Use differentiation, added value and other comprehensive optimization to improve customer experience. Last but not least, specific safeguard measures are proposed from three aspects of corporate culture, human resources and financial technology. The research results of this paper, on the one hand, have certain guiding significance for CITIC Bank to carry out more appropriate and effective marketing for pharmaceutical customers. On the other hand, it can provide experience and reference for commercial banks in China to formulate marketing strategies to serve pharmaceutical customers, and play a certain role in promoting the banking industry to support the development of the real economy of the pharmaceutical industry.
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