Research Enterprise Cross-sell

Marketing is the most important segment of market operating, the reason is that enterprises exist in certain environment, only those can adapt to the present market environment will survive, and whether the product and service can be accepted by the customer is the main evaluation index of the market. In daily work, enterprises always pay heavy attention to the marketing in the whole management work. Along with the competition going tougher and tougher, enterprises often meet such difficult problem as : while sales amount reaches quite high level ,it is very difficult to promote the sales amount to a high level, it is a common phenomenon to meet the bottle neck of achievement in marketing work. How to promote the marketing achievement and make a breakthrough of sales work? These problems puzzle enterprises a long time, now we find cross-selling is the answer. Cross-selling is a whole solution plan on the base of knowing the multi-demand of the customer. Cross is the soul of this plan. With cross-selling , enterprise can develop and dig customer value in deepest extend, attract customers to buy more product, to stimulate the purchasing interest when market is going low, thus customer acquisition will go higher.The biggest value brought by the marketing behavior under the soul of "cross" is higher customer acquisition, and the enterprises can find the value of customers, furthermore, the conflict between long-term profit developing and present profit obtaining is solved. Nowadays we can say that cross-selling is a very useful tool of get more profit from the customers. To realize cross-selling, enterprise shall synthetically arrange all marketing resources and use all kinds of marketing resources crossly to meet the multi-demand of customers. The author supplied feasible solution of realizing cross-selling through the research and study of relative theories: CRM, analysis of customer resource, establishment of customer data, one to one marketing , customization.In the first part of this thesis, the relative theory of cross-selling is introduced; In the second part, the author described the realizing method of cross-selling from 5aspects: product, brand ,price, channel and service etc, supplied difference cross-selling strategies for enterprises; In the third part, from the relative theories of customer resource and customer data based on CRM, supplied realizing method of cross method for enterprises; In the last part, the cross-selling 'present condition and problems exist in the two fields of finance and assurance were discussed, the author gave the solution to above mentioned problems.