The Case Study of Ping’an Group of China Implements Cross-selling
|Keywords||Cross-selling Ping An Group Case studies|
With the opening up of China’s financial markets and the gradual liberalization ofthe policy,“separated management, comprehensive services” is becoming themainstream business model for the financial enterprises in China. Cross-selling has thenecessity and importance to China’s insurance industry in the mode of mixing operationmanagement. It is the inevitable trend of domestic industry. However, there are somerestrictions in legal policies before2006and the development of insurance industrygroup operation is late so that insurance enterprises in our country are still in the primarystage for cross-selling. Most enterprises are still in the stage that life insurance agentproperty insurance or comprehensive agent; that are the cross-selling is carried outamong the various types of insurance, let alone the cross-selling of more diverse financialproducts.As for China Ping An insurance (Group) Limited by Share Ltd(China Ping An), itsbusiness related to the three main areas of insurance, banking, investment; it not only hasa strong representation of financial enterprises, but also the first one of the cross-sellingof insurance companies; its to be engaged in cross selling’s history can be traced back to1998. On the other hand, the cross-selling of China Ping An is leading level no matterfrom width or depth.Based on the above background, this paper takes the cross-selling practices of theChina Ping An as a case study; collates and analyses the specific measures to carry outthe cross-selling; mainly introduces the efforts made of China Ping An in order to carryout cross-selling in the institution system Settings, cross-selling platform construction,customer relationship management(CRM)system. But there are still some problems incarrying out the cross-selling for China Ping An. These problems are mainly embodied inIT support, cross sales strategy as well as the development of cross-selling talent. Finally,for these inadequacies, the corresponding measures are been put forward.