Study Of Strategies Of Cross-selling For China Everbright Bank Dalian Branch

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.