Under The Background Of All Business X City Telecom Broadband Cross Sales Strategy Research

Since the broadband market in the telecommunications industry became more competitive, the cost of acquiring new customers is increasing and also the loss of the existing customers is increasing. Therefore telecom operators start to pay more attention to existing broadband customers. It has become a important marketing work to enhance the value of the existing customers ,to excavate consumption potential of existing customers, to maintain the market share. As a new marketing approach, Cross-selling could well adapt this change. Cross-selling became realizable with the development of information technology and large-scale processing technologies, X telecom company face a series marketing problem such like loss of the existing customers, decrease of the marketing share. This article is going to discuss how to solve the problem of X telecom company with Cross-selling.The thesis includes six chapters. The first chapter is about the purpose and value of the thesis and point out the research methods and ideas. The second chapters describe the concept and essence of cross-selling,discuss the relationship between CRM, marketing mix strategies and product mix theory. The third chapter analyzes problem of cross-selling in X telecom company. The forth chapter discuss about the strategy of X telecom company’s cross-selling in virtue of marketing mix strategies. The fifth chapter discuss about how to ensure cross-selling through organization, system support and training. The final chapter summarizes the thesis and point out the direction of further study.