| After the 2008 economic crisis,China's financial market is gradually opening and reform,the various operating modes of continuous innovation,industry boundaries become increasingly blurred.Our financial enterprises have gradually become to the "separated management,comprehensive services".For Ping An Bank,its parent company China Ping An,whose businesses involve insurance,banking and investment,is at the leading position in the industry both in width and depth.Ping An Bank makes full use of advantages of the group and pays attention to marketing channels.Ping An Bank is trying to expand cross sales opportunities and promote retail main contribution business income.In the first half of 2013,Ping An Bank achieved operating income of 23.4 billion yuan,19.36%higher compared to the same period last year.Ping An Bank has total assets of 182.7 billion yuan,13.72%higher compared to the beginning of the year.Its total deposits reached 1175.3 billion yuan,15.11%higher compared to the beginning of the year.As for its retail business performance,the first half of the retail deposit balance is 181.2 billion,19%higher compared to the beginning of the year,retail loans(including credit card receivables)balance being 287 billion yuan,27.08%higher than the beginning of the year.Based on the above background,this thesis takes Ping An Bank Ltd(hereinafter referred to as Ping An Bank)marketing channel mode of practice as the subject of study.In the thesis,the author firstly describes the Ping An Bank channel marketing model and its characteristics,and secondly sorts out the concrete measures for carrying out cross selling practice.Then,in order to successfully carry out cross selling,Ping An Bank made a lot of efforts,provided in Institutions of cross selling platform and IT information technology support.Finally,taking this as the foundation,the author carries on the appraisal to the Ping An bank marketing channel mode,and puts forward the corresponding risk control measures... |
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