Research Of Identify Opportunities And Realization Model In The Cross-Selling

With the severe competition of market, new product and new technology emerge all time; the market situation is saturation, the enterprise 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, at the same time, with the development of information technology and data processing, the realization of cross-selling will become true. By the cross-selling, the enterprise will prompt satisfy of customers, and get the loyalty of customers, and achieve the long time value of customers at last.The research of cross-selling is still in the preliminary stage in China, and somebody is not familiar with this field. Although the relative industry of others country have some successful case of cross-selling, many industry of our country haven't a good start. So my article is made up of four segments.In the first segment, the author dwells on the concept and theoretical foundation and technical basis of cross-selling, and brings forward the relation of cross-selling and CRM, and emphasis presents the several characteristic of existed methods and some defects of them.In the second segment, author brings out the new viewpoint that is identifying the opportunity of the different phase of product life cycle based customer's cognition. That is creative point of this article.In the third segment, the author emphasis research of how to identify the opportunity of cross-selling by data mining, and integrate the theory and characteristic of data mining, analysis the application of identify the opportunity of cross-selling by data mining, and establish the model of identify the opportunity of cross-selling by data mining. Taking the data of a ShanXi mobile operator as a sample, author make use of it to illuminate the process of identify the opportunity of cross-selling by data mining and debate on the conclusion.In the fourth segment, author emphasis research of the realization in cross-selling. When the enterprise has found the opportunity of cross-selling, they should choose the correct the model to implement it. Between the characteristic of enterprise, product and characteristic of cross-selling's chance, author brings out three creativity realization model. Finally, base the background of ShanXi Mobile, author studies the chance and realization with competition and cooperation of environment.