早在1965年，“交叉销售”的概念就出现在国外银行业，但直到2000年以后，有关交叉销售理论的研究才逐渐增多，并且很多研究都是针对金融领域的。其原因有三方面：第一，金融市场竞争日趋激烈，以银行为代表的金融机构的利润空间日趋缩小，现有的市场已分割完毕，银行依靠获得新客户的方式来开展经营活动的方式难以持续，因此开始将注意力放在现有客户身上，而交叉销售就是一种向现有客户销售更多其他产品和服务的一种营销方式；第二，最近十几年，信息技术有了长足的发展，在搜集、储存和发现信息方面都涌现出更多的方法，为交叉销售提供了的技术支持，使得银行实施交叉销售要比以前更具可行性和针对性；第三，以1999年美国《金融现代化法案》为代表的管制放松也为交叉销售的发展提供了更加广阔的空间。以跨国银行为代表的金融机构对交叉销售越来越重视，但交叉销售是否仅仅是一个营销问题？跨国银行的交叉销售应当以何种模式来开展？交叉销售所需要的协同效应应该如何实现？交叉销售在实施过程中将会遇到什么问题和冲突？本文在现有的理论成果的基础上，利用交易成本理论、企业能力理论、组织理论、营销理论对跨国银行的交叉销售问题进行了研究。多元化、集团化的跨国银行是本文的研究对象。交叉销售产生于制度变迁的背景下，既是制度变迁的产物，又是制度变迁的动力。本文从历史角度出发对跨国银行营销的市场环境、营销观念、营销理论的变迁进行了回顾和分析，将关系营销、整合营销和数据库营销作为交叉销售的理论和技术支持。并对跨国银行交叉销售的制度和利益进行了分析。在经营多元化的背景下，本文使用交易成本理论构筑了交叉销售模式选择的模型。通过模型说明“内部化”模式实施交叉销售是有边界约束的，因为多元化在带来收益同时也伴随着成本增加。虽然跨国银行通过多元化可以获取各种资源，但想要有效地利用这些资源提高交叉销售效率，还需要培养组织的核心竞争力。组织的核心能力，尤其是资源整合的能力是获取协同效应、顺利实施交叉销售的保障。因此，本文在研究交叉销售实施过程的同时，还对跨国银行在资源整合的基础上实施整合营销的问题进行了研究。交叉销售是一个实践课题。本文通过对跨国银行的案例分析来观察交叉销售的现实发展，发现跨国银行以交叉销售为目的的集团多元化和内部化是伴随资源获取和核心竞争力变化的动态调整的过程。交叉销售的战略部署和策略选择取决于银行的外部环境和内部能力。产品多元化是交叉销售的前提，但多元化并不意味着银行的规模化，一些中型的银行的交叉销售业绩甚至超过大型银行，说明“业务做精”比“业务做大”更能吸引客户。交叉销售是一个“系统工程”，在实施过程中不可避免会出现问题和冲突。解决好这些问题和冲突才能保证交叉销售的有效实施。在现实中，银行更多地强调了保证交叉销售的硬件建设，如信息建设、渠道建设、产品多元化等，而忽视了软环境的培养。实际上，交叉销售是人与人之间的互动过程，技术只能给予外围的支持，最终的结果却取决于人与人的沟通协调，企业文化的培养、有效的激励等。最后，本文对我国银行实施交叉销售的现状进行了分析。并为我国银行开展交叉销售提供了可操作性的政策建议。

In earlier 1965, the conception of cross selling appeared in foreign banking industry. But the theoretical research on cross selling didn’t flourish until the year of 2000. The reason can be attributed to the following three aspects: Firstly, being the token of financial institution, banking industry has to acknowledge that profit margin is becoming slimmer and slimmer due to increasingly fierce competition in financial market, furthermore, the fragmented market results in such the consequence that the banking industry difficultly resume the business model of exploiting new customers. Therefore, the banking industry begins to place their attentions on existing customers. Cross selling definitely is a type of marketing initiative through which to provide existing customers with more additional products and services. Secondly, information techniques have made pronounced progress in recent decades. More and more methods of collecting, storing and finding information spring up, and they also lay the technical foundation of carrying out cross selling activities, which make cross selling more feasible and relevant than ever. Thirdly, the Financial Service Modernization Act promulgated by USA in 1999 marks deregulation in the banking industry, which open more extensive space for the development of cross selling activities.Financial institutions represented by transnational banks are paying more and more attentions to cross selling, but is it agreed that cross selling is merely a marketing issue? What type of marketing model for cross selling should be developed by transnational banks? How can the synergy effect demanded by cross selling be achieved? What are any issues and conflicts faced by transnational banks during the implementation process? Based on current theoretical researches, the dissertation intends to make further research on cross selling in transnational banking through transaction cost theory, enterprise capability theory, organization theory and marketing theory. The diversified and conglomerated transnational banks are the research objective of this dissertation. Generated under the backdrop of the institution evolution, cross selling is not only deemed as the consequence of the institution evolution, but also the driver of the institution evolution.From a historical perspective, the dissertation makes historical review and conducts analysis for evolution in marketing environment, marketing viewpoint and marketing theory faced and held by transnational banks considering relationship marketing, integration marketing and dataset marketing as a support for theory and technology of cross selling, and additional analysis for institution and benefit of cross selling is also performed within transnational banks.Under the backdrop of diversified operation, the dissertation builds up a mode-chosen model of cross selling using the transaction cost theory. The model illustrates there is a constrained boundary on implementing cross selling activities in the internalization mode on the grounds that the benefits arising from diversification also accompany the increasing costs. Despite various resources captured through diversification, the transnational banks still would have to foster core competitive edge of the organization if cross selling efficiency is guaranteed to further enhance through effectively making use of those resources. The core strength of the organization, particularly the strength to integrate resources together, is the safeguard of attaining the synergy effect and successfully implementing cross selling activities. Therefore, the dissertation also researches on how to implement integrated marketing on the basis of resource integration undergone by transnational banks while reviewing the implementation process of cross selling.Cross selling is a system engineering. Unavoidably, issues and conflicts emerge during the implementation process. Only if these issues and conflicts are addressed well, effectively implementing cross selling activities can be guaranteed. In reality, the banks place more emphasis on ensuring the hardware construction of cross selling, for example, information and channel construction, product diversification, but ignore the development of soft environment. Actually, cross selling is an interactive process between people. The technology merely provides auxiliary support, but the final results relies on the communication and harmonization between people, cultivation of corporate culture, and effective motivation ect. Finally, the dissertation analyzes the current status of implementing cross selling activities in the Chinese banks, whilst provides some feasible policy recommendations on how the Chinese banks develop cross selling activities.