Цифровые продажи с помощью подходов Cross-sell и Up-sell являются эффективной стратегией привлечения прибыли от новой и действующей клиентской базы. Цель данной работы – разработать систему Cross-sell и Up-sell продаж для банковской кредитной организации. В рамках работы, приводится решение по реализации алгоритма прогнозирования продуктового набора клиента с учётом экономических показателей. Проект показал высокую экономическую эффективность. / Digital selling through cross-sell and up-sell approaches is an effective strategy to generate revenue from a new and existing customer base. The purpose of this work is to develop a system of Cross-sell and Up-sell sales for a bank credit institution. As part of the work, a solution is provided for the implementation of an algorithm for predicting the client's product mix, taking into account economic indicators. The project has shown high economic efficiency.

Direct response advertising in the financial services industry in South Africa has become one of the most important tactics companies utilise to build and maintain market share. Ensuring that these advertising campaigns yield optimal return on investment numbers is the responsibility of marketing departments and their partners in the marketing and sales processes, such as the creative and media agencies, the distribution force, as well as the client service area that supports the client value proposition. The marketing executive therefore is accountable for the planning, budgeting and execution of direct response campaigns, which need to deliver sufficient results to support the company’s overall business objectives. The challenge all marketers face is the lack of a proven structured and scientific methodology to facilitate this planning, budgeting and execution process. It has always been a general view in the marketing fraternity that it is extremely difficult if not impossible to combine creative output measures, which are subjective in nature, with cost, sales and profit measures, which are objective in nature. This study aims to create a structured approach to marketing strategising and planning, by creating a marketing metrics model that enables the marketing practitioner to budget according to output needed to achieve the overarching business objectives of sales, cost management and profit. This marketing metrics model therefore unpacks the business drivers in detail, but through a marketing effort lense, to link the various factors underlying successful marketing output, to the bigger business objectives. This is done by incorporating both objective (verifiable data, such as cost per sale) and subjective variables (qualitative factors, such as creative quality) into a single model, which enables the marketing practitioner to identify areas of underperformance, which can then be managed, tweaked or discontinued in order to optimise marketing return on investment. Although many marketing metrics models and variables exist, there is a gap in the combination of objective and subjective factors in a single model, such as the proposed model, which will give the marketer a single tool to plan, analyse and manage the output in relation to pre-determined performance benchmarks. / Business Management / DCOM (Business Management)

Direct response advertising in the financial services industry in South Africa has become one of the most important tactics companies utilise to build and maintain market share. Ensuring that these advertising campaigns yield optimal return on investment numbers is the responsibility of marketing departments and their partners in the marketing and sales processes, such as the creative and media agencies, the distribution force, as well as the client service area that supports the client value proposition. The marketing executive therefore is accountable for the planning, budgeting and execution of direct response campaigns, which need to deliver sufficient results to support the company’s overall business objectives. The challenge all marketers face is the lack of a proven structured and scientific methodology to facilitate this planning, budgeting and execution process. It has always been a general view in the marketing fraternity that it is extremely difficult if not impossible to combine creative output measures, which are subjective in nature, with cost, sales and profit measures, which are objective in nature. This study aims to create a structured approach to marketing strategising and planning, by creating a marketing metrics model that enables the marketing practitioner to budget according to output needed to achieve the overarching business objectives of sales, cost management and profit. This marketing metrics model therefore unpacks the business drivers in detail, but through a marketing effort lense, to link the various factors underlying successful marketing output, to the bigger business objectives. This is done by incorporating both objective (verifiable data, such as cost per sale) and subjective variables (qualitative factors, such as creative quality) into a single model, which enables the marketing practitioner to identify areas of underperformance, which can then be managed, tweaked or discontinued in order to optimise marketing return on investment. Although many marketing metrics models and variables exist, there is a gap in the combination of objective and subjective factors in a single model, such as the proposed model, which will give the marketer a single tool to plan, analyse and manage the output in relation to pre-determined performance benchmarks. / Business Management / DCOM (Business Management)

金融機構跨業經營已蔚為常態，金融機構利用不同的整併模式，積極進行跨業資源整合及業務推動。金融控股公司的設立加速跨業經營的腳步，如何利用強勢通路進行共同行銷以達成綜效，成為決勝的關鍵因素。人壽保險業務員通路利用關係行銷，掌握客戶需求，面對面進行顧客服務，滿足客戶一站購足的全方位商品服務，帶動金控集團業績，肩負舉足輕重的戰略地位。然而居高不下的壽險申訴率，引發我們對業務員進行共同行銷時是否也會發生不當行為風險的疑慮，並思考如何提前辨識及因應。 本研究嘗試以保險申訴類型與現行壽險業務員共同行銷模式進行模擬比對，以辨識風險來源，經歸納推導得知壽險業務員趨利避害思維模式及價值觀，若無適當管控，將會引發共同行銷不當行為的發生，並且將隨業務擴展逐漸浮現。為回應風險，本研究結合實務經驗，分別對相關不當行為態樣及有關單位提出風險管理建議(1)在壽險公司方面，可注意強化業務員跨業行銷專業及法令教育，嚴懲共同行銷的不當行為以敬效尤，並善用保險機制以分散風險；(2)在金控公司方面，則應建立跨業風險預判及預防機制，善用集團的資源管理風險，並進行子公司間效率運作經驗的複製及移植；(3)在主管機關方面，可思考調整產險業界業績計算方式，從制度面進行改變導正，另為配合跨業行銷爭議處理機構之設立規劃，可先從金控、公會組織逐級試行申訴運作模式，待未來正式設立時即可移轉經驗及制度，讓消費者保護沒有空檔。期能透過各方面的配合，讓共同行銷的運作能更為完善，以提升金控集團經營效率並充分保護消費者權益。 / Cross-selling seems to be a popular business model for most financial institutions. Various M&A are employed by financial institutions for the purpose of resources integration and business growth across different sectors. The establishment of financial holding companies has further accelerated the scope of business. It is very critical to leverage the advantage of strong channels to enhance synergy via cross-selling. Life insurance agents position themselves importantly for the performance of the holding company groups as they provide one-stop service, face to face interact, and satisfy the demand with their customers by leveraging the customer relationship. But the high customer complaint rations arose the concern with the appropriateness of cross-selling of the agents and the legacy risk, and encourage us to identify the related risk and figure out possible solutions. This research tries to simulate the genres of complaints and the patens of cross-selling of the agents for the purpose of identifying sources of risk. It is concluded that the agents should be well monitored and restrained because of their trade-off mind-sets and value. If not, mis-behaviors can happen along with the growth of business. In response to the related risk, this research based on operation experience leads to several suggestions according to the genres of mis-behaviors to the related entities. First, the life insurance companies should play attention to the enforcement of cross-selling skills and education of regulation of the agents, the punishment of mis-behaviors, and insurance mechanism to diversify related risks. Secondly, the holding companies should build the mechanism of identifying, measuring, and preventing the related risks, manage the risk by using group resources, and replicate the experience and know-how among the subsidiaries. Finally, the supervisory authority should consider the adjustment of performance measurement of the P&C insurance sector, try to guide the sector by change of rules, and try to set up the complaint process from the level of the holding companies and the business associations sequentially, first and then transfer these accumulated experiences and rules to the institution handling arguments about cross-selling after its official establishment in the future. Then the consumers can be well protected without any gap. It is expected that the cross-selling model can be run much better to enhance the operation efficiency of holding company groups and protection of consumers due to the cooperation of related entities.

Cross selling is the practice of selling additional products to an existing customer. It has the potential to boost revenues and can be beneficial for both the company and the customer. For many multi-divisional companies with product or service oriented organizational structures the attempt to realize the benefits of cross selling generates incentive problems. In this thesis, three problems spread over three business levels are identified. Firstly, management needs to (financially) motivate business units in fostering their cross selling efforts. Secondly, in order to make cross selling happen, business units need to cooperate and to exchange product-related information. Finally, in order to increase their short-term benefits business units might act opportunistically by selling products or services of other business units without paying attention to adding value for their customers. These incentive problems are theoretically examined by applying principal-agent theory and the theory of repeated games. Our findings suggest that an optimized incentive structure is required to make both the business units and the management better off. The thesis also analyses the circumstances and necessary prerequisites under which cross selling initiatives are beneficial for all involved parties. Apart from that cross selling sometimes may turn out to be non-beneficial. In addition to the elaborations above, risks and hazards of cross selling are presented in detail and applied for the extension of the underlying model. Bottom line, the work underlines that cross selling is to be realized holistically to ensure durable success. (author's abstract)

The thesis analyses legal environment of the financial services market in relation with business practice of retail financial products distribution in Czech republic. It describes current legislation and instruments of regulation of the distributional activities both on national and supra-national (european) level. Furthermore, it introduces the development of regulation in light of identified weaknesses of legislation, leading to specific recommendations and measures ensuring vast consumer protection and fixing the level-playing-field in distribution throughout various sectors of financial markets and their layovers. The conclusions are based on author´s theoretical studies of economic and legal context and private business practice.

由於國內金融（包括銀行、保險、證券商等）家數過度膨脹，形成惡性競爭，導致金融服務品質低落，而且獲利式微，面對金融市場自由化與國際化之趨勢，政府為改革金融體制，引進金融控股公司制度，使金融機構跨業經營機制更具規模，滿足顧客得一次購足金融商品，促使金融機構朝大型化發展，發揮金融綜效與規模經濟，以提升國際競爭力。 本文主題「論金融控股公司保險子公司之經營策略與內部稽核」，理論與實務並行探討，先論述控股公司之相關法律問題、金融控股公司之立法例。其次以「五力分析術」探討保險子公司經營環境之優劣勢及風險，提出創新之經營策略，並實例引證美國花旗集團異業聯盟之成功經營策略。為確保投資大眾及保戶之權益，同步探討公司治理制度及內部稽核制度之重要性。 本文「結論」：評述政府金融政策之缺失，成立金融控股公司推動金融改革，保險子公司應強化競爭力。「建議」：金融控股公司及各子公司均應加強風險管理，政府並應建置金融監理制度。 關鍵字：保險子公司、金融改革、控股公司、金融控股公司、跨業經營、一次購足商品、金融綜效、規模經濟、五力分析術、異業聯盟、公司治理、內部稽核、風險管理、金融監理 / Due to the over-supply and severe competition among financial institutions (namely banks, insurance companies and security firms), the quality of finance service deteriorates and the profit margin of financial industries decreases. To cope with the global trend of liberalization and internationalization of financial services, the Government has undertaken the reform in the aspect of financial service system and enacted the “Financial Holding Company Act”. Under new current mechanism, a financial conglomerate can sell its products by means of cross selling. Not only it may benefit consumers with a “one-stop shopping”, but also may create a synergy in economies of scale to enhance financial institutions in global competition. The main theme of this thesis focuses on the managerial strategy and internal auditing in an insurance subsidiary under a financial holding company. It addresses in the first place the legal issues related to a holding company and a financial holding company. Then the author adopts five factors approach to analyze the business environment of an insurance subsidiary under a financial holding company. As a successful case for its' strategic alliance,the CitiGroup experience in the United States is also examined. In addition, to protect the interest of investors and policyholders, corporate governance and internal auditing issue is also explored. In the conclusion, it is observed that under the new era of financial conglomeration, an insurance subsidiary still needs to enhance its competition ability. It is suggested that the government should continue to reform the financial regulatory system and to require financial holding companies and their subsidiaries to implement a comprehensive risk management. Keywords: Insurance Subsidiary, Financial Reform, Holding Company, Financial Holding Company, Cross Selling, One-Stop Shopping, Financial Synergy, Economies of Scale, Analysis of Five Factors, Strategic Alliance, Corporate Governance,Internal Auditing, Risk Management, Financial Regulation.