商业银行轻型化发展的交叉销售策略研究  

Research on the Cross-Selling Strategy of the Light-Duty Development of Commercial Banks

作　　者：姚宏伟[1] 

机构地区：[1]中国民生银行西安分行金融市场部

出　　处：《财务与金融》2017年第4期1-4,共4页Accounting and Finance

摘　　要：经济金融新常态下,传统银行业面临产品营销效率不断降低,经营成本不断上升,市场竞争日益激烈的金融生态环境。实施交叉销售策略,则有助于商业银行"轻装上阵",完成重资产经营结构向轻型化发展的战略转型。论文阐述了交叉销售下的商业银行轻型化发展策略,制定了交叉销售的实施流程与制度保障,通过客户关系管理(CRM)系统,交叉销售可以深耕客户资源这一价值洼地,为客户提供多元化和差异化服务,最终达到范围经济和成本领先,完成以产品主导的"红海竞争"向以客户为中心的"蓝海战略"转型。Under the new normal, traditional banks face the problems of decreasing of product marketing efficiency, rising operating costs and the more competitive financial ecological environment. The implementation of the cross-selling strategy will help commercial banks to ＂pack light＂ and complete the strategic transformation of the heavy asset management structure to light development. This paper suggests the strategy of cross-selling which can help the light-duty development of the banks, and constructs the implementing process and system to guarantee it. Through the customer relationship management （CRM） systems, cross-selling can dig deep the value among the customer resources, provide customers with diversified and differentiated services, and finally achieve the economies of scope and cost leadership, converting the transformation of ＂red sea＂ focusing on product to ＂blue ocean strategy＂ which is customer centered.

关 键 词：轻型化发展 交叉销售 零售银行业 客户关系管理 

分 类 号：F832[经济管理—金融学]