摘要
信息技术的发展促进了营销方式的创新,加速了营销自动化的进程,而CRM和交叉销售作为一种新兴的营销方式,在国内外金融营销中发挥着越来越重要的作用。本文分析了CRM的发展历程、主要功能及其在国内外的应用前景,阐述了由CRM演变而来的交叉销售的内涵及运行机理,评介了交叉销售在我国保险业的应用及其成功关键要素。
The development of information technology facilitates the innovation and speeds up the automation process of marketing, and CRM and cross -selling as a newly developed method plays an increasingly important role in the marketing of financial products both in China and abroad. This paper analyzed the development process, major functions and the application prospects of the CRM, illustrated the scope, mechanism of cross-selling evolved from CRM. It further evaluated the key factors contributing to the future successful application of cross -selling in China's insurance industry.
出处
《管理评论》
2003年第2期40-44,共5页
Management Review
