商业银行渠道交叉销售发展策略--以中国工商银行北京市分行为例

The Development Strategies of Cross-Selling Through Different Service Channels of Commercial Banks——With the Case of ICBC Beijing Branch

目前,商业银行服务渠道呈现多元化发展趋势,逐步建立起"银行柜台+电子银行+自助设备+客户经理"立体化、分层次的多渠道分销体系,四类渠道各有特点、互为补充,但仍存在协同配合不足的问题,一定程度上影响了渠道营销合力的发挥。本文从商业银行各类渠道的基本特征入手,分析了银行渠道应用与业务协同发展的关系及存在的主要问题,进而提出了以下提高渠道交叉销售能力的具体思路:打造功能齐全、虚实结合的交叉销售渠道体系;构建运转高效、内外兼顾的交叉销售运营体系;培养分工协作、素质过硬的交叉销售人才队伍等。

Nowadays, commercial banks are developing more diversified service channels and gradually establish a tiered, multi-channel marketing system which is typically a combination of bank counter, E-banking, serf-service machines and customer manager. Although each of the four major channels possesses its own characteristics and can mutually complement each other, the deficiencies in their coordination impair commercial bank＇s multi-channel marketing performance. Beginning with the basic characteristics of various channels of commercial banks, the paper analyses the relationship between channel application and business development and the main problems in Chinese banking. Then the paper puts forward the following suggestions to improve cross-selling performance through different service channels of banks： building a cross-selling chan- nel system with comprehensive functions and virtual and substantial channels; establishing a cross-selling operation system with high efficiency that can satisfy both internal and external demands; fostering a cross-selling talent team that is skillful at dividing the jobs and cooperation.