根据上述的研究背景和研究目的，本文主要采用资料查阅法、经验总结法、
调查法、归纳与逻辑推理、规范分析、案例实证分析等方法来开展探讨。本文开
始部分，全面阐述了保险业交叉销售产生的背景，及国内外交叉销售发展的历史
与实践情况。之后分析了我国保险业的状态与特点，从分工合作、要素组合、交
易费用几个角度出发，论述交叉销售的有关概念和理论基础，详细说明了我国保
险业开展交叉销售业务的必要性，交叉销售能给保险公司发展带来的积极影响以
及制约其发展的重要因素。最后，本文针对交叉销售实行过程中出现的问题，提
出了相应对策及改善建议，并对交叉销售的后续研究提出相关线索与建议。
关键词：保险集团；产寿险；交叉销售
Abstract
As the rapid development of economy and society in China, the residents' income
level is on the rise continuously, the mass'demand for insurance becomes diverse, deep
transformation of the society and establishment of harmonious society puts forward
higher and newer requirement on operation of insurance industry. At the same time, the
market competition bodies insurance industry in China increase, the clients' purchasing
behavior becomes more rational. The sales force is confronted with bottleneck in the
developmentm, the operational cost of the insurance company increases, the increasing
speed of business goes down, channel expansion of new clients for the corporation
becomes much difficult. Therefore, each company commences focusing on exploring
consumption potential and potential value from the clients who are currently available.
Moreover, as the technology of information and data processing in the insurance
industry develop, cross-selling of the property insurance and life insurance becomes
possible, this paper discusses and studies cross-selling of the property insurance and life
insurance in the insurance industry.
In accordance with the background and target of research aforementioned literature,
experience, survey, induction, logical reasoning, the normative analysis and empirical
analysis with cases are adopted as research methodology in this paper. At the beginning
of this paper, the formation background for the cross-selling in the insurance industry
and historical and practice of cross-selling insurance are described fully at home and
abroad. Then, the state and character of insurance industry in China are analyzed, the
relevant concepts and theoretical foundation of cross-selling are discussed from the
angles of cooperation and division, combination of factors, transaction cost, the
necessity to implement cross-selling business in insurance industry of China is given in
detail, so are the positively impact and crucial factors restricting its development
brought by cross-selling to the insurance company. At last, this paper, through analyzing
problems appeared in selling cross-selling process, puts forward corresponding
solutions and proposals for improvement, and the author also gives related clues and
suggestions on follow-up study in the realm of cross-selling.
Key words: insurance group; property insurance and life insurance; cross-selling
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