交叉销售在中国金融业的应用前景研究:美国的经验及启示

交叉销售作为创新的营销方式,为提升美国金融机构的竞争实力做出了重要贡献。本文从对中美两国营销环境的差异分析入手,研究了中国金融业应用交叉销售必须解决的问题及其发展前景。本文认为,金融业在中国尚处于初级阶段,交叉销售的产品及其必要性十分有限;关于交叉销售的法规和管理也严重缺乏;在应用交叉销售之前,还需做好大量的数据理清、转化和集成工作,需要强化网络基础,优化法律环境,深化金融改革;金融业运用交叉销售是不可逆转的趋势,其在中国的应用只是时间问题。

A Study of the Applications of Cross-selling in China's Financial Industry: The Experience and Implications from the USA

Cross-selling, as an innovative marketing tool, plays an important part in the enhancement of competence of the financial industry in the United States. This article analyzes the differences of marketing environment between China and USA. Then, it explores the challenges and future of the applications in the same area in China. At present, financial industry in China is at the early stage, cross-selling is not yet necessary, and the cross-selling products are limited. There are insufficient regulations and governance as well as management on cross-selling. Data-clean, migration and integration have long ways to go before cross-selling is possible. Improving IT infrastructure and legal environment, and deepening the financial reform are very essential to the successful applications of cross-selling in China. Cross-selling is the trend, and applications of it is only matter of time.