Cross-selling Research Based On Database Marketing

Because of severe competition and market saturation, it is more and moredifficult for companies to acquire new customers. So the companies begin to attachmore emphasis to existing customers. As a new marketing method, cross-sellingrespond to this change perfectly, Cross-selling is a new concept which directed by thetheory of focus on the customer. It can obtain customer's trust and loyalty andpromise long-time cooperation through identifying customer and potential customer,and through comprehending and custom-tailoring the needs of customer.Cross-selling comes into being with the higher needs of customers. Itsdevelopment depends on new technology. Database marketing provide an informationbase which obtains customers information more convenient, and can reduce expensesof customer contact, and also satisfy customer's needs. And the development ofdatabase marketing makes it easier to implement. Data mining provides technologyand makes it feasibility. Abundant data will be helpful for accuracy of data mining, socross-selling will be more efficient. In enterprises customer information (especiallyfor former purchase behavior), Perhaps contain key factors of customer's nextpurchase behavior, even determinative factors. Data mining will help enterprises tofind effective reason which will influence customer's purchase behavior. For ourtelecom enterprises, cross-selling has practicality meaning and implement advantages.