The Research Of Cross-selling Retail Service In Ping An Bank Under The Background Of Comprehensive Financial Group

Retail banking is increasingly valued by commercial banks under the fiercefinancial market competition, the input increasing and innovation changing rapidly.Ping An Bank, which is one of the few commercial banks with comprehensivefinancial group background, has the advantageous superiority in developing retailbusiness.The paper first reviewed the financial environment of China, including thefinancial system and the mode of supervision, by understanding the process ofdevelopment of the segregated and mixed operation of America, then pointed out thatcomprehensive finance is the inevitable trend of the bank to meet the market demandand competition under the current mode of separated operation and management.The paper unscrambled roundly the history, the reality, goals and strategies ofPing An Group and Ping An Bank, then analyzed the advantages and disadvantages ofthe internal situation and the opportunities and threats of the external situation facedwith the retail business of Ping An Bank based on swot analysis.The paper pointed out the advantages and disadvantages for Ping An Bank’ retailbusiness, as well as the development direction and key point, based on detailedanalysis, and stated that it’s a necessary choice to develop cross-selling retail servicefor Ping An Bank’ retail business to surpass the target of the market. Developingcross-selling retail service by making use of the enormous client resources and saleschannels of life insurance can quickly resolve the issue of customer, sales capacityshortage and the condition of the small business scale.The paper further analyzed the productivity and the regulation of cross-sellingmodel in order to keep the vitality of cross-selling retail service, and proposedsolutions and ideas of improving productivity.The paper proceeded from reality and was based on data as far as possible forpractical purposes.