商业银行交叉销售的现状分析与策略建议  

An analysis on commercial bank＇s cross selling and recommended strategies

作　　者：陈晓虹[1] 孙红波 

机构地区：[1]中国人民银行上海总部金融市场管理部 [2]平安银行东区事业部

出　　处：《中国货币市场》2013年第2期29-33,共5页China Money

摘　　要：新世纪以来，银行、保险、投资等多领域金融产品的交叉销售成为各家金融机构获取客户、服务、扩张和盈利的重要工具。文章分析了当前商业银行交叉销售的现状，指出国内银行业已取得基本确立交叉销售的经营理念和经营模式、初步建立CRM系统为交叉销售提供技术支持等成效，但仍存在市场定位不明、销售手段单一、产品缺少重点等不足。文章从客户策略、产品策略、渠道策略、服务策略、队伍策略、激励策略等方面就推进我国商业银行交叉销售提出建议。Since the new era, cross selling financial products in the banking, insurance and investment sectors has become an important tool for soliciting customers, acquiring services, expanding business and profits by various financial institutions. Through analyzing the current situation of commercial banks＇ cross selling, the article concludes that the domestic banking industry has basically established the business philosophy and business model for cross selling, and the customer relationship management system has been set up in its initial stage to provide technical support for cross selling. However, there are shortcomings in terms of unclear target market, monotonous sales method and lack of focus in products. The article makes suggestions on promoting cross selling in China＇s commercial banks through strategies in terms of customers, products, channels, services, teams and incentives.

关 键 词：商业银行 交叉销售 销售策略 

分 类 号：F274[经济管理—企业管理]