术语“交叉营销”的详细信息

英译术语:

cross marketing

汉语语境:

当今，国内外金融企业为了取得更大的竞争优势，正在将市场营销理念从“产品导向”转变为“客户导向”。交叉营销可通过向客户提供一整套产品或者服务的解决方案，达到降低营销成本、扩大销售业绩、增加企业利润、增强客户的忠诚度的目的，因此成为近年来国内外很多学者研究的热点之一。但是，由于金融领域的数据分析具有量大、不确定性因素多等特点，导致当前的交叉营销大多是在缺乏对客户和产品的科学分析的情况下开展的，制定的交叉营销方案假设条件较多，没有针对性，效率比较低，实际应用价值不高。

英语语境:

Nowadays, the financial enterprises at home and abroad are trying to convert their marketing concept from “products orientation“ to “customers orientation“ so as to achieve greater competitive advantage. Cross marketing could provide a set of solutions to the problems of products or services to the customers for the purpose of reducing the marketing cost, expanding sales, increasing profits, and enhancing customers'loyalty. Therefore, cross marketing has become one of the hot issues for many scholars at home and abroad to research in recent years. However, due to the large workload of analyzing financial data and the uncertainties in financial field, the cross marketing activities are carried out under the situation of lacking scientific analysis of customers and products. The cross marketing schemes are made based on many assumptions, thus most of them are of no pertinence, low efficiency and few practical value.