【作者】 杨萌；

【导师】 蒙秋男；

【作者基本信息】 大连理工大学 ， 工商管理， 2007， 硕士

【摘要】 交叉销售作为实施关系营销的重要工具,能够加强银行与顾客的关系,有效降低银行运营成本,获得稳定的利润。近年来,在激烈的市场竞争中,中国光大银行大连分行面临着营销手段滞后,金融产品滞销等制约业务快速发展的瓶颈。如何通过深化交叉销售促进业务更快更好地发展,成为迫切需要解决的问题。论文以金融产品组合理论、客户关系管理理论(CRM)和营销组合理论(4Ps)为基础,以交叉销售理论与实践研究为主线,对中国光大银行大连分行的金融产品组合及交叉销售的业务现状进行分析,找出其中存在的问题,特别是推动交叉销售快速发展的主要障碍,提出深化交叉销售发展的对策措施。全文共分五章。第一章明确了论文的研究目的及价值,指出发展交叉销售对推动中国光大银行大连分行业务快速发展的重要意义。第二章阐释交叉销售的概念和本质,研究其与客户关系管理、营销组合策略、金融产品组合等理论的内在联系机理,为交叉销售实践提供理论指导。第三章分析中国光大银行大连分行交叉销售的业务现状,找出存在的症结和问题。第四章从营销组合策略方面提出中国光大银行大连分行发展交叉销售的对策。第五章从制度、组织、技术等相关层面提出交叉销售的实施流程和保障措施。本研究旨在通过对中国光大银行大连分行的金融产品组合及相关产品线的分析,明确交叉销售发展的业务现状和深化的方向,提出交叉销售的实施流程和相关对策,同时也为我国其他商业银行提供可资借鉴的操作案例。更多还原

【Abstract】 Being an important implement of relationship marketing cross-selling can strengthen the relationships between bank and the clients and reduce effectively the cost and gain sustaining profit. In recent years, China Everbright Bank Dalian Branch is confronted with bottleneck of lag instrument of marketing and unmarketable of finance product etc in severe market competition. How to make business developed better by cross-selling is the question needed to solve. Based on finance product mix theory, CRM and marketing mix strategies and primary line of cross-selling theory and practice research the thesis analyzes and find out question of China Everbright Bank Dalian Branch’s finance product mix and status of cross-selling especially the obstacles of deepen cross-selling development. At the same time the thesis put forward the countermeasures of deepen cross-selling development.The thesis includes five chapters. The first chapter is the purpose and value of the thesis and the important meaning of promoting the business of China Everbright Bank Dalian Branch through cross-selling. The second chapter is the concept and essence of cross-selling, investigate the connection of CRM, marketing mix strategies and product mix theory. The thesis offers the theory directions of cross-selling practice. The third chapter analyzes and finds out question of China Everbright Bank Dalian Branch’s status of cross-selling. The forth chapter offer the strategy of China Everbright Bank Dalian Branch’s cross-selling in virtue of marketing mix strategies. The final chapter offers the process and ensured measures of cross-selling through systematic, organizational and technological hiberarchy.The thesis’s aim is direct the aspect of deepen cross-selling development and offer the process and ensured measures of cross-selling in China Everbright Bank Dalian Branch’s finance product mix and connected product line. At the same time the thesis points out the referenced operation case of other Chinese commercial banks.更多还原