The Optimization Of Cross Selling Strategy For Xing’Ye Credit Card

After more than ten years development, credit card market in China has already transferred from focus on investing and attracting new to bank customers to maintaining and service on bank customers. And in this new stage, banks are fecing challenge and opportunities never the same in the past.In the meantime, commercial banks in China is facing challenge as well, in2013China government started to allow private capital flow into financial banking area. Along with the glorious development of internet finance, traditional banks are tracked in getting more new to bank customers than ever.The need for cross selling is stronger for banks. And to one of the bests, CIB Industrial bank of China, after more than30years from setting up the bank and10years of operating credit card, scale of customers is already there. It requires more cost to explore to new branches, acquisition channels, which will be a waste of money and people, as CIB already owned lots of customers who only connected with bank with one or few services and products. Cross selling is based on current resources and getting them well organized to generate more revenue and profit.This thesis will quote cross-selling theory and industry application at home and abroad to analysis the current stage of cross selling in CIB, and focus on weakness and chance to suggest and optimize the transfer like acquisition and strategy of cross selling.