Construction And Application Of The Cross-selling Model In Telecom Industry

Development of the Cross-selling model of telecommunication is aiming at reducing the blindness of sale and increasing the success rate. It provides information support for sales staff and senior manager and helps the enterprises to shake off the phase of "blast of data, short of knowledge". The paper manages several arithmetic methods and develops a Cross-selling model based on the ideas and theories of Data Mining. The consumption habit and pattern of customers can be effectively discovered by this model, and the hidden information can be used to analyze the business which the customer may choose in future and to help to make market decision-making.In the paper, we analyze the competitive circumstance of telecommunication industry firstly. The paper, with the fact of the enterprise, expounds the necessary of cross-selling and analyzes the superiority. After introducing the relative theory and technology of Data Mining, the paper puts the stress on investigating the technology of Classification,Association analysis and Clustering and comparing the arithmetic methods of each technology and then chooses the C5.0 in the decision tree,Apriori arithmetic and SOM arithmetic as the method of data analysis and modeling. Basing on the project of one enterprise, the main layout of the model in allusion to the cross-selling problem of telecommunication enterprise is designed. Under the supervising of Data Mining theory, the professional Data Mining tool is used to implement the analysis and design of Cross-selling model following the international standard of Data Mining: CRISP_DM, the result of the model is also explained and evaluated. A solution for acting cross-selling in the telecom market is provided in the end of the paper.Basing on the project requirement, Data Mining technology is used to implement the analysis and design of Cross-selling. Knowledge hidden in data can be excavated by the model which has tremendous value of application. The model can provide scientific,reliable information for decision-making persons and has very important significance for the enterprise competing successfully during the drastic competition.