商业银行交叉销售与组合型产品创新

Commercial Bank Marketing and Combined Product Innovation

为了有效满足客户金融需求,商业银行基层员工应遵循:设身处地为客户着想,以沟通为桥梁,以产品为契机的原则进行交叉销售。将交叉销售解决客户需求的思路方案化、产品化就是"自下而上"组合型产品创新。该创新模式需要员工对创意进行初步可行性分析并完成创意报告,需要相关部门完成创意整理、分类、初审、评审、立项开发、试点等工作。交叉销售的思想同样适用于各商业银行总行基于战略考虑进行"自上而下"组合型产品创新。

In order to effectively meet customer demand for finance, basic commercial bank employees should follow cross selling principles as： place oneself in others＇ position for the sake of customers, to communication as a bridge, to products as an opportunity. Product designing and scheming out cross selling how to meet customer demands is ＂bottom-up＂ combination type product innovation. The innovation mode requires employees to complete a preliminary feasibility analysis for the creative and complete the creative report, requires relative department to complete creative collation, classification, examination, evaluation, project development, launch and so on. Cross selling ideas is equally applicable to all commercial banks based on strategic consideration of ＂top-down＂ combination type product innovation.