The Research Of Cross-Selling In Mobile Marketing Via Data Mining

With the severe competition and market saturation in mobile telecommunication industry, it is more and more difficult for operators to acquire new customers. So the operators begin to attach more emphasis to the development of existing customers. It is improving and exploring the value of existing customers' value that becomes the primary task in business analysis of operators. As a new marketing method, cross-selling respond to this change perfectly, And with the development of the information technology, the new data processing techniques make it easier to implement. As far as the mobile telecommunication sector in China is concerned, cross-selling will be more fruitful and less difficult. This dissertation discusses the theory and practice of cross-selling.The research of cross-selling in China is still in the preliminary stage, and somebody is not familiar with this field. So the author dwells on the concept of cross-selling, its theoretical foundation and technical basis firstly. Then, he focuses on mobile sector, and demonstrates the necessity and benefits of cross-selling. Subsequently, combining the theory of data mining, the author analyzes the application of data mining in cross-selling, and builds the cross-selling model based on data mining. In the meantime, the author discusses the management course of mobile operators' cross-selling from implementing angle. Finally, taking the data of a mobile operator as a sample, the author studies the possibility of identifying the opportunity of cross-selling in existing customers, and discusses the result.