Anhui Z Bank's Current Situation Analysis And Improvement Strategies On The Sales Channel Of Public Deposit Business

In recent years,competition among banks has become increasingly fierce.In order to enhance their competitiveness,banks are tapping their own resources,maximizing their resource effects,and doing everything possible to improve their own sales channels.At the same time,deposit business has always been the foundation of commercial banks,and public deposit business is the most important source of bank deposits.With the acceleration of Internet technology and interest rate marketization,commercial banks are facing unprecedented challenges to public deposit business.Therefore,it is an urgent problem for domestic commercial banks to realize differentiated target market positioning,increase customer loyalty,optimize deposit structure adjustment and improve core competitiveness through the reform of marketing mode.Based on this background,this paper systematically studies the current situation and improvement strategies of Anhui Z Bank's sales channels for public deposit business under cross-selling mode.At present,the main research areas of cross-selling at home and abroad are banking,insurance and telecommunications.Many scholars at home and abroad have conducted in-depth research on the concept,applicable conditions and implementation methods of cross-selling.Among these research results,some focus on the future development trend of cross-selling and its comparison with other sales methods,some focus on conflict problems in cross-selling and related issues of solutions and sales channels,and some research.The content of evaluation index in cross-selling process is discussed.At present,scholars have made mature research on cross-selling of financial business,and put forward many theoretical and practical views.However,there are few studies on cross-selling of public deposit business by banks.By sorting out the mode of cross-selling of domestic and foreign enterprises,we can find that the major financial groups at home and abroad,especially the banking industry,mainly focus on the cross-selling of deposits and financial products,and when carrying out the reform of cross-selling,they are supplemented by changes in organizational structure,personnel and management technology.At present,there are some problems in the marketing channels of public deposit business of Anhui Z Bank,such as the single source of channels and the effect of channels to be improved.The improvement of the marketing channels of public deposit business has become the key to improve the performance of public deposit business of Anhui Z Bank.In this context,based on the previous theoretical results of cross-selling,this paper analyzed the current situation of the marketing channels of public deposit business of Anhui Z Bank,summarized the existing problems,and then analyzed the external environment of PEST and internal environment of resources,capabilities and positioning of public deposit business of Anhui Z Bank.Finally,aiming at the problems and shortcomings of internal sales of Anhui Z Bank Company,the paper puts forward some suggestions on cross-selling to optimize the sales channels of public deposit business.This article is divided into seven chapters.The first chapter is the introduction,which introduces the background,theoretical and practical significance and the content arrangement of the whole article of the research on the improvement of Anhui Z Bank's sales channels based on cross-selling theory.The second chapter defines the relevant concepts and summarizes the theory,mainly introduces the relevant concepts and basic theories,and introduces the current research results and trends.The third chapter is the marketing of Anhui Z Bank.The current situation of sales channels is analyzed.The main problems of Anhui Z Bank are summarized.The fourth chapter is the analysis of internal and external environment of Anhui Z Bank,using PEST analysis and internal environment analysis theory to analyze the internal and external environment of Anhui Z Bank.The fifth chapter is the countermeasures and suggestions for the improvement of sales channels strategy of Anhui Z Bank.This paper mainly introduces the objectives and ideas of the improvement of sales channels and the improvement measures of sales channels,and puts forward the countermeasures and suggestions of cross-selling;Chapter VI,the implementation guarantee of the improvement measures of Anhui Z Bank's sales channel strategy,studies the various safeguard measures of cross-selling of Anhui Z Bank;Chapter VII summarizes and prospects,summarizes the main research contents and the shortcomings in the research process,and makes the next step Prospects for step-by-step research.This paper explores the cross-selling problem of Anhui Z Bank's public deposit business,expands the application field of cross-selling theory,in order to enrich the theoretical results of cross-selling.In addition,through the analysis of the current situation and existing problems of Anhui Z Bank's public deposit business sales channel construction,this paper puts forward some suggestions for improvement,which can not only guide Anhui Z Bank under the guidance of China Merchants Bank.One-step sales channel construction can also prompt enterprises to find problems and make timely improvements,so as to enhance the viability of enterprises in the market competition,which has a certain practical significance.