公司金融业务与个人金融业务捆绑销售研究

The Bundling Sale of Corporate Financial Business and Personal Financial Business

在商业银行同质化竞争进一步加剧,社会金融需求日益多元化的外部环境下,推行公司金融业务与个人金融业务捆绑销售是商业银行适应市场发展,提高营销效果,增强竞争能力的现实要求和必然趋势。以中国工商银行江西省分行为例,捆绑销售作为一种新的营销模式,尽管目前具备了一定的现实基础,也作了一些初步尝试,但要进一步完善和发展,需要从营销理念、运行平台、作业流程及保障机制等方面综合着力,以充分发挥工商银行综合资源优势,凝聚两大主体业务市场联动营销合力,全面打造核心竞争力,带动并促进各项业务规范、高效地发展。

With the aggravation of homogenized competition among commercial banks and increasing diversification of society＇s fi- nancial demands, it is a practical requirement and inevitable trend for commercial banks to carry out the bundling sale to improve their marketing efficiency and competence. Although ICBC Jiangxi Branch, as an illustration, has possessed the condition to pursue the bundling sale and has made initial attempt, to realize further development, it still needs to make integrated upgrade in the mar- keting notion, operating platform, work processing and safeguard mechanism. Thus it can make full use of ICBC＇s comprehensive resource advantages to achieve the joint force on the marketing of the two core businesses, forge the core competence and drive other businesses＇ compliant and efficient development.