对保险集团交叉销售的再认识——基于客户份额的思考  

A further reflection on the cross-selling within insurance groups——Based on the perspective of customer share

作　　者：魏华林[1] 吴韧强[1] 

机构地区：[1]武汉大学经济与管理学院,湖北武汉430072

出　　处：《保险研究》2010年第2期58-63,共6页Insurance Studies

基　　金：第45批中国博士后科学基金项目"基于消费者生命周期的保险产品交叉销售机会识别研究(编号:20090450165)"资助

摘　　要：在渠道论的影响下,交叉销售仅被保险集团各子公司销售团队视为附加的销售任务。这种认识上的误区阻碍了保险集团交叉销售的发展及其功效的发挥。基于客户份额的视角,本文分析了交叉销售在保险集团子公司提升客户生命周期价值、提高销售利润、扩大市场份额、规避价格竞争以及稳定销售团队等方面的重要作用,并认为,交叉销售是各子公司发展主营业务、拓展客户资源的重要营销战略。为更好地推动交叉销售发展、发挥交叉销售功效,保险集团应首先使旗下各子公司认清交叉销售的本质与作用,并与客户建立良好关系,关注客户生命周期价值,同时强化交叉销售管理体系。Under the influence of the channel theory, cross-selling is considered as an additional sales task by the subsidiaries of insurance groups. Such a misconception has hindered the development and effectiveness of cross- selling within insurance groups. From the customer share perspective, this paper analyzed the important role of cross-selling in increasing customer lifetime value, improving sales profits, expanding market share, avoiding price competition and stabilizing sales team for the insurance group＇s subsidiaries. It held the opinion that cross-selling was an important marketing strategy for each subsidiary to develop its core lines of business and expand its customer base. In order to further promote the development of cross-selling and exploit its sales effects, the insurance group should make its various subsidiaries recognize the nature and role of cross-selling, establish close relationships with their customers, carefully study customer＇s lifetime value patterns, and build up a strong management system for cross-selling.

关 键 词：保险集团 交叉销售 客户份额 

分 类 号：F840.4[经济管理—保险]