The Implementation Of Cross-selling Strategy

With the emergence one after another of the new technology and new production, business competitions become rapidly saturate and more intense. In this background, it is more difficult for enterprises to get new customers. At this time, new selling methods such as cross-selling and data mining skill can meet individual need of different customers as well as maximum customers' value. Cross-selling can increase occupation probability of customers and improve the loyalty of customers.At present, although there are many documents about cross-selling in China, in some degree there are some misunderstandings about cross-selling. In china, people don't actually know the concept of cross-selling. Many companies and individuals haven't realized the huge profit cross-selling may bring. Although there are many examples about cross-selling in foreign countries, but cross-selling haven't carried out in most industries in China. And most researches in China just introduce the concept and merit of cross-selling yet haven't mentioned the process and the management of cross-selling, so these researches need improvement.At the beginning of this paper, conception of the cross-selling has been expounded, then the theory basement of the cross-selling has been expatiated from aspect of economics and marketing, then the practical significance of the cross-selling to enterprises has been introduced. This paper aims at analysis and management of the process of cross-selling. In the paper, models with data mining technology have been built to help enterprises to find opportunities of cross-selling, and it has been pointed in this paper that relevant organization structure of a company and the performance evaluation are important to cross-selling. At last of this paper, it has been pointed that in China cross-selling still need improvement of systems and laws.