Research On Cross-selling Application Of Midrange Retail Customers In A Branch Of Agricultural Bank

China's reform and opening up policy since the residents continue to gather wealth,a stable domestic income,high net worth of retail banking customer groups have been formed.Such customers account for a small percentage of the total number of retail customers in the bank,but occupy more than half of the bank's personal financial assets,the status of pivotal.However,such customers,the financial assets in the 10-100 million range of mid-range retail customers accounted for the majority,more than 1 million high-end customers scarce,and the banks to grab a serious.So the maintenance of mid-range retail customers more and more attention by commercial banks.However,relative to the shortage of marketing staff,the retail customer base is still large,need a reasonable,integrated and efficient maintenance and marketing methods.Cross-selling is an important application area ofrelational marketing,and more and more attention has been paid to the financial system.On the other hand,financial institutions sell their products at a lower cost,gaining revenue;so cross-selling is an efficient customer,and cross-selling is the result of cross-selling,on the one hand,customers buy new products and have a stronger relationship with financial institutions.Maintenance and marketing methods.But as a new marketing method,the commercial banks are groping,the application of good and bad results.This paper chooses Agricultural Bank A as a case study to find out how to conduct cross-selling in the middle-end retail customer base.This paper analyzes the current situation of macroscopic environment,sub-client structure and cross-selling,and uses the relevant theoretical knowledge of customer relationship management to guide the strengthening of the customer base of cross-selling of sub-branches.Using the relevant theoretical knowledge in consumer behavior to guide the branch to grasp the marketing process,To improve marketing effectiveness.And after the implementation of the measures,the root tracking for a year to test the customer level,assets,product structure optimization,validation measures the effectiveness.This paper argues that strengthening customer relationship management is the basis for cross-selling.Bank marketing staff through a variety of interactive ways to close contact with customers,and based on the database,skilled use of the bank CRM system,the development of product portfolio marketing strategy,screening customers,mining customers,and actively carry out accurate marketing,you can effectively identify cross-And prepare for the pre-sale.At the same time,this paper holds that the consumer behavior model has important guiding significance for improving the success rate of cross-selling.Bank marketing staff based on the characteristics of customer behavior,psychology,analysis,guidance and decision-making,and in the decision-making process to grasp the level of positive stimulus,manufacturing anchor and frame effect,can effectively enhance the success rate of cross-selling.This article is an important exploration of how commercial banks conduct efficient cross-selling.While researching this emerging marketing approach to cross-selling,the target customer base that focuses on the maintenance of the bank,from the traditional high-end customers to the mid-range retail customers,and the introduction of consumer behavior model to guide the promotion of cross-selling effect,With a strong innovation,the retail banking business customers to maintain and expand a positive guiding significance.