Classified Index: F832.2
U.D.C.: 658.8
A Dissertation for the Degree of MBA
RESEARCH ON MARKETING STRATEGY OF
BANK-MEDICAL COOPERATION BUSINESS
OF BANK OF COMMUNICATIONS H
PROVINCE BRANCH
Candidate：
Supervisor：
Wen Sihong
Prof. Kang Yuhong
Academic Degree Applied for： Master of Business Administration
Bank of Communications
December , 2020
Affiliation：
Date of Defence：
Degree-Conferring-Institution： Harbin Institute of Technology

哈尔滨工业大学工商管理硕士学位论文
摘要
近年来，医疗信息化已成为医疗体制改革发展的主要方向。同时，我国
金融行业也进入新的发展阶段，商业银行改革不断深化。通过开展“银医合
作”，医疗卫生机构可以更好地解决目前信息化建设中存在的最突出问题。
银行也可降低经营风险，逐步形成行业化、区域化、集群化的营销体系。
本文首先收集并整理了相关的研究资料，梳理了现有研究成果，对银医
合作方面的基础性理论进行了总结和归纳，通过文献研究及 PEST分析等方
法，对交通银行 H省分行（下文简称“交行 H省分行”）“银医合作”营销
环境进行了详尽分析，结合交行 H省分行当前“银医合作”的营销现状，深
入剖析了交行 H省分行“银医合作”中存在的主要问题：与医疗卫生机构客
户的关联性低，对客户需求变化的反映滞后，无法与客户建立长期稳定的关
系以及银行和客户的收益水平低。在对问题成因进行分析后，以 4R理论为
导向提出交行 H省分行“银医合作”营销策略优化，为提升银医合作水平而
提出切实有效措施；并从人力资源管理、资金投入、科技升级、部门协作四
方面入手制定针对性的保障机制，最大程度的保障营销策略有效实施。通过
本文的研究，不仅可以使交通银行 H省分行“银医合作”项目得到有效发展，
而且可以为其他商业银行“银医合作”营销策略的制定提供一定的帮助。
关键词：商业银行；市场营销；银医合作； 4R营销理论
- I -

哈尔滨工业大学工商管理硕士学位论文
Abstract
In recent years, medical information computerization has become the main
direction of the reform and development of the medical system. At the same time,
the comprehensive advancement of interest rate marketization and supply-side
structural reform has injected new vitality into commercial banks. By carrying
out "bank-medicine cooperation", medical and health institutions can better solve
the most prominent problems in the current informatization construction. Banks
can also reduce operating risks and gradually form an industrialized, regionalized,
and clustered marketing system.
This article first collects and sorts out relevant research data, sorts out the
existing research results, summarizes and summarizes the basic theories of
bank-medical cooperation, and uses literature research and PEST analysis to
analyze the Bank of Communications H branch (below Referred to as "Bank of
Communications H Province Branch") "Bank-medicine cooperation" marketing
environment has been analyzed in detail, combined with the current marketing
status of "Bank-medicine cooperation" of Bank of Communications H provincial
branch, an in-depth analysis of the existing "Bank-medicine cooperation" of
Bank of Communications H provincial branch Main problems: Low relevance to
customers of medical and health institutions, lagging in response to changes in
customer needs, inability to establish long-term and stable relationships with
customers, and low levels of income for banks and customers.After analyzing the
causes of the problem, based on the 4R theory, we proposed the optimization of
the "bank-medicine cooperation" marketing strategy of the H branch of the Bank
of Communications, and proposed effective optimization strategies from
different dimensions; and from human resource management, capital investment,
The four aspects of technological upgrading and departmental cooperation have
started to formulate targeted guarantee mechanisms to ensure the effective
implementation of marketing strategies to the greatest extent. Through the
research in this article, not only can the Bank of Communications H branch
"bank-medicine cooperation" project be effectively developed, but also can
provide some help for other commercial banks to formulate the "bank-medicine
- II -
。。。以下略