作　　者： ; ;

机构地区： 对外经济贸易大学国际商学院

出　　处： 《管理评论》 2006年第8期28-32,共5页

摘　　要： 随着世界范围内银行业竞争的加剧,传统营销的效率以惊人的速度不断降低,银行业必须积极探索新的营销运作模式。通过数据挖掘技术帮助,发挥银行业独有的信息优势,向现有顾客交叉销售新的产品,是银行业进行低成本高效率营销的有效方式。本文基于银行业自身特点,探讨将交叉销售这一营销理论具体应用于银行业的金融产品和服务营销,对我国银行业的商业实践具有重要的指导意义。 The intensifying competition among banks in the world has led to surprising increase of traditional marketing efficiency, so banks have to explore new approaches to increase their marketing productivity in order to maintain profit and growth in the future. Banks are able to capture billions of customer transactions which can be used to precisely identify the product needs of each customer through 'information mining' technology. In this paper, we illustrate how customer information can be applied to deduce a 'one to one' cross-selling plan in the banking industry. The proposed model should be a good reference for banks in China to design their cross-selling strategy.

关 键 词： 交叉销售 银行业 数据库营销

领　　域： [经济管理]