中国平安集团实施交叉销售的案例分析

发布时间：2018-02-15 11:22

本文关键词： 交叉销售中国平安案例研究　出处：《辽宁大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国金融市场的进一步开放和政策的逐渐放开，“分业管理、综合经营”的经营模式正在成为我国金融企业的经营主流。保险行业也不甘落后，保险集团化经营也出现了综合经营的趋势。保险集团下各子公司之间的业务渗透日益活跃，再加上不断涌入的国际保险集团的竞争压力，企业的营销模式逐步开始向“以客户为中心”的营销模式转变。交叉销售已成为中国金融企业广泛应用的一种营销模式。但是，由于法律政策在2006年以前的一些限制以及开展集团化经营的时间较晚，我国保险企业对于交叉销售的开展还处在初级的一个阶段，大部分企业还处在产代寿、寿代产或者全面代理的阶段，这些都是各个险种之间的交叉销售，更何谈多样金融理财产品的交叉。对于拥有保险、银行、投资的中国平安来说，其不但具有很强的金融企业代表性，而且也是最早进行交叉销售的保险企业之一，其从事交叉销售的历史可以追溯到1998年。另一方面，中国平安的交叉销售无论从广度还是深度都在行业内处于领先水平。基于以上的背景，本文以中国平安的交叉销售实践为个案，归纳整理了其开展交叉销售实践的具体措施，重点介绍了中国平安为了开展交叉销售在机构制度设置、交叉销售平台建设、客户关系管理（CRM）系统建立方面所做的努力。以此为基础，分析了中国平安在开展交叉销售中仍然存在的一些问题，这些问题主要体现在信息技术支持、交差销售策略以及交叉销售人才的拓展等方面。最后，针对这些不足之处，，提出了相应的改进措施。
[Abstract]:With the further opening of China's financial market and the gradual liberalization of policies, the management mode of "separate management and comprehensive management" is becoming the mainstream of our financial enterprises, and the insurance industry is not willing to lag behind. Insurance collectivization also shows the trend of comprehensive operation. The business infiltration among the subsidiaries under the insurance group is becoming more and more active, coupled with the competitive pressure of the international insurance groups that are constantly pouring in. The marketing mode of enterprises has gradually begun to change to a "customer-centered" marketing model. Cross-selling has become a widely used marketing model for Chinese financial enterprises. Due to the restrictions of law and policy before 2006 and the late development of collectivization, the development of cross-selling in Chinese insurance enterprises is still in a primary stage, and most enterprises are still in the period of life. These are the cross-selling of all kinds of insurance, not to mention the intersection of various financial management products. For Ping an of China, which has insurance, banking and investment, it is not only a strong representative of financial enterprises, but also one of the first insurance companies to carry out cross-selling. Its history of cross-selling dates back to 1998. On the other hand, China Ping an's cross-sales are in the leading position in the industry, both in breadth and depth. Based on the above background, this paper takes China Ping an's cross-selling practice as an example, summarizes the concrete measures to carry out cross-selling practice, and emphatically introduces the institutional system setup of China Ping an Company in order to carry out cross-selling. Based on the efforts made in the construction of cross-selling platform and the establishment of customer relationship management (CRM) system, this paper analyzes some problems that still exist in the cross-selling of China Ping an. These problems are mainly reflected in the support of information technology. Finally, the improvement measures are put forward in view of these shortcomings.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842.3;F832.2

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