A Case Study: On Developing Strategies Of Cross-selling For Promoting The Personal Finance Business Based On The Instantiation Of Xuzhou Branch Bank Of ICBC

With the rapid development of the market economy and the improvement of people's living standard, the personal fmance business of the commercial banks of China has gradually shown its huge power of profitability. The progressive banks come to understand the potential opportunities of it and recognize it with its characteristics of massive products, low risks, extending branches and steady revenue growth. Therefore it arouses the great competition among the commercial banks of China. Meanwhile, the overseas banks which has benefited a lot from China's open policy and join into WTO also want to set foot in this field. Thus our domestic banks will run the risk of losing customers and creating conflict with the foreign ones.Due to the above background, this paper proposed the ideology of cross-selling based on the case study of Xuzhou Branch Bank of ICBC. The paper laid great emphasis on the analysis of the operation and relevant developing strategies of cross-selling, which includes the establishment of cross-selling consciousness, improvement of sales management system, division of the targeting market, strengthening the CRM system and building up the fame etc. in the attempt to promote customer's loyalty and contribution and the bank's lasting profitability and competitive ability. Seeing that cross-selling in our country is still on the initial stage and lack of rich sales experience, this paper then reviewed the whole theoretical principles, concepts and documentary research of cross-selling both domestic and abroad. Furthermore, it analyzed the existing problems of personal finance business in practice on the basis of the instantiation of Xuzhou Branch Bank of IGBC, hoping to make some inspirations to our state-owned commercial banks.