The Cross Selling Issues Of Commercial Bank A

Implementation is carried out cross-marketing relationship marketing an important means of cross-marketing can improve the relationship between banks and their customers,significantly reducing banks' operating costs, and ultimately get higher profits. In the fierce market competition during recent years, commercial bank A has been facing the bottleneck problem which restricted its development, such as out-dated marketing tools and unsalable financial products. Therefore, how to achieve better business development through cross selling has become a problem which needs to be solved. Based on financial portfolio theory,customer relationship management and marketing portfolio theory, this thesis takes cross-selling theory and its practice research as the main line in order to analyze bank A's financial portfolio as well as its operation status of cross selling and find out the main obstacles. Therefore, countermeasures will be put forward.This thesis will be divided into five chapters. The first chapter will be the research background and purposes, in which the significance of cross selling on the development of bank A. In the second part,bank A's operation status of cross selling and its existing problems will be stated. An analysis on marketing environment of bank A's cross marketing will be made in part three. In chapter four, based on RTX CRM, customer database construction, client demand analysis as well as marketing portfolio strategy, organization,personnel and system guarantee, a promotion program design of bank A's cross marketing will be presented. From two aspects,including cross marketing system construction and its service platform, the last chapter will be the supporting measures for bank A's cross selling.Through the analysis on financial portfolio and relative products of bank A, this thesis will be clear about the operation status of cross selling and its direction of development.Therefore,the implementation process and corresponding counter measurements will be put forward, which at the same time will offer valuable operation cases for other commercial banks in China.