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受外资银行大量进驻、互联网金融快速发展、金融产品日趋同质化、客户需求日益多元化的强烈冲击,目前国内商业银行的客户忠诚度在逐步下降,其获客和产品推广成本加速上升,交叉销售逐渐成为国内商业银行在新常态下应对市场竞争和提升可持续发展的重要手段。本文分析了国内商业银行交叉销售的现状和存在的问题,并提出了针对性的对策建议。
Due to the massive presence of foreign banks, the rapid development of Internet finance, the increasingly homogeneity of financial products, and the increasingly diversified customer demands, the customer loyalty of commercial banks in China is gradually declining. The costs of getting customers and promoting products are accelerating. Sales have gradually become the important means for domestic commercial banks to cope with market competition and enhance sustainable development in the new normal. This article analyzes the current situation and existing problems of cross-selling of domestic commercial banks and puts forward some countermeasures and suggestions.