国际零售银行业交叉销售策略研究

The Tactics of Cross-selling in International banking

交叉销售是当今国际零售银行业竞争的重要方式之一,受到业界的广泛关注。银行希望通过交叉销售来巩固客户、获得利润。但事实上,交叉销售的结果并不尽如人意。本文通过对国际银行业交叉销售特征、策略及实施障碍的分析,得出结论:交叉销售是银行与客户的"双向选择",不同市场、不同规模的银行需要结合内外部环境制定交叉销售策略,"服务竞争"才是银行保持客户、获取利润的长久之道。

Cross-selling has attracted extensive attentions so far as one of the important competition models in the international retail banking industry. The banking industry expects to strengthen customer bases and make profits through cross-selling activities. Actually the effectiveness of cross-selling is not performed as expected： Based on the analysis for the characteristics, strategies for cross-selling and obstacles to implement cross-selling activities, the article draws a conclusion that cross-selling is a ＂bilateral choice＂ between customers and banks, and the banks with different market segments and sizes need to formulate cross-selling strategy in light of their internal and external environment, whilst ＂ service competition＂ is really a long-term solution for retaining customers and making profits.