Research On The Application Of Cross-selling Strategy In Ping An Anhui Branch

Since the China Insurance Regulatory Commission(CIRC)released the mutual agency of life insurance business in 2007,a number of insurance companies have carried out the cross-selling service of insurance products.Cross-selling insurance refers to insurance group subsidiaries or taking a stake in the company customer sharing between cross mining new marketing strategy,customer demand,for example,life insurance and property of cross-selling is through to have purchased a life insurance product or property of the customer,excavate its demand for property or life insurance products,and sales of related products.Cross-selling has the advantages of reuse of customer resources,easy acceptance of customers,low maintenance cost and high customer loyalty,and has been adopted by many insurance companies.As domestic insurance cross-selling first Ping An Insurance(Group)Company OF China,LTD(hereinafter referred to as "Ping An"),won the most financial license is its financial services group,with insurance,banking,investment,three main business as a whole,building insurance,financial ecosystem,life,under the auspices of the command group,reconfiguring the business resources,establish large group Shared data in technology platform,after more than 30 years,in groping forward,made the cross-selling brings profit growth point.The Anhui branch of Ping An insurance co.,LTD.(hereinafter referred to as "Anhui PingAn "),a subsidiary of ping an insurance co.,LTD.,has implemented the cross-selling strategy of insurance under the strategic policy of the group company,and encountered some problems in the actual implementation process.The author engaged in Anhui PingAn about cross-selling related work,combined with practical work experience,on the basis of a lot of internal real data,through the organization structure on the application of the Anhui PingAn cross-selling strategy,the implementation of specific measures,application development,facing the internal and external environment analysis of Anhui PingAn cross-selling strategy such as the practical application of the problems:product party support,incomplete agent qualifications,skills is not strong enough,incomplete mechanism for establishing channels,and to solve these problems from the product agent coordination,training,the respect such as channel mechanism and improve the optimization Suggestions.