商业银行零售客户交叉销售策略研究
发布时间：2018-09-12 16:33
【摘要】：产品交叉销售是当今商业银行零售业务的重要方式之一。本文总结了国内外银行交叉销售的先进经验,并以某银行为例,从资产等级、产品特点和地域分布等角度研究客户持有产品情况。在分析银行产品交叉销售存在问题的基础上,探索构建了客户综合价值贡献度模型,并从营销策略、产品组合、数据挖掘和产品研发等角度,提出商业银行加强产品交叉销售、提升客户综合价值贡献度的建议。
[Abstract]:Product cross-selling is one of the important ways of commercial bank retail business. This paper summarizes the advanced experience of cross-selling of banks at home and abroad, and takes a bank as an example to study the situation of customer holding products from the aspects of asset grade, product characteristics and geographical distribution. On the basis of analyzing the problems existing in cross-selling of bank products, this paper explores and constructs the model of customer's comprehensive value contribution, and puts forward that commercial banks should strengthen cross-selling of products from the aspects of marketing strategy, product combination, data mining and product research and development. Suggestions for improving the customer's overall value contribution.
【作者单位】： 中国农业银行博士后工作站;清华大学经济管理学院博士后流动站;
【分类号】：F832.33;F274
[Abstract]:Product cross-selling is one of the important ways of commercial bank retail business. This paper summarizes the advanced experience of cross-selling of banks at home and abroad, and takes a bank as an example to study the situation of customer holding products from the aspects of asset grade, product characteristics and geographical distribution. On the basis of analyzing the problems existing in cross-selling of bank products, this paper explores and constructs the model of customer's comprehensive value contribution, and puts forward that commercial banks should strengthen cross-selling of products from the aspects of marketing strategy, product combination, data mining and product research and development. Suggestions for improving the customer's overall value contribution.
【作者单位】： 中国农业银行博士后工作站;清华大学经济管理学院博士后流动站;
【分类号】：F832.33;F274
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