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Cross-Selling Strategy Of China Ping An Under The Framework Of Integrated Fanancial Services

Posted on:2015-01-18Degree:MasterType:Thesis
Country:ChinaCandidate:C LiuFull Text:PDF
GTID:2269330431950881Subject:Financial Management
Abstract/Summary:PDF Full Text Request
Some integrated financial group in China has formedmixed financial system, but it is still in the primary product cross-selling of integrated financial services, having a huge gap comparing with the mature level of international big financial group. According to research from McKinsey, cross-selling, particularly in cross-selling of wealth management products, allowing users to have a high viscosity, which make the relationship between financial institutions and clients closer and more effective.This paper, starting from the theory including the concept of cross-selling and integrated financial services model, select China Ping An as a typical case to analysethe current situation of China Ping platform, problems of conducting cross-selling and causes in detail. Meanwhile, the paper also draws experience in cross-selling of large foreign financial groups, like Citigroup, Wells Fargo and HSBC, also getting useful reference information, and these experiences including: the way of make cross-selling more effective existing focusing on building channels, segmenting target customer, familiarizing financial products and strengthen awareness of CRM systems construction. Combined with the actual situation of China Ping An, the paper puts up the following four aspects to improve the efficiency of cross-selling China Ping:improving marketing and management mechanism, segmenting the target customer market, strengtheningCRM systemsand brand building, strengthening comprehensive solution products;also providing safeguards for the implementation of these strategies.Through the study of cross-selling strategy, the author foundsway to improve the marketing situation of China Ping An, while offers a certain reference value for other domestic consolidated financial institutions. Integrated financial services group has a large number of customers, also conducting mixed financial services, and each enterprise focus profit, then the purpose of this paper is to increase profits by increasing revenue.
Keywords/Search Tags:Integrated financial group, cross-selling, segmenting target customer, CRMsystem
PDF Full Text Request
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