Application Study Of Cross-selling In The Balanced Scorecard

With the development of globalization and information technology, for companies,there come immense changes in customer demand, management mode and environmentcompetition and other aspects. In order to better adapt to the environment better, the focusof companies is transferring gradually from the amount of sales to the customer assetmanagement and strategic management. But in practice, the lack of customer data, theperformance evaluation index and enterprise strategic and other problems existed. In orderto better solve these problems; this thesis has proposed the concept of cross-selling and thebalanced scorecard. The purpose of Cross-selling and balanced scorecard is for improvingcustomer satisfaction so as to improve the profit of enterprise, what becomes one of themain problems concern of this article focuses on is how to combine balanced scorecard andcross-selling effectively, work together to promote strategic performance measurement ofenterprise and customer satisfaction increase.This paper comes from the relationship between data mining and cross selling. On thebasis of a summary theory of performance management and the balanced scorecard, thethesis combines cross-selling and the balanced scorecard to optimize QY companyperformance management system. The article includes three aspects：First of all, the thesis summarizes three aspects of contents which are based ontheoretical part: the first is today, marketing strategy is saturated gradually, cross sellingcan maximally improve customer loyalty and sales; The second is the balanced scorecard,which as a strategic performance management tool, can balance the long term and shortterm goals of the enterprise, and promotes the common development of enterprises andindividuals; the third is the method of combining crosses sales and balanced scorecard toimprove enterprise’s performance is feasible.Second, the paper presents a new cross selling algorithm called clustering ofassociation rules. and from four aspects which are financial, customer, internal process,learning and development to refine the overall strategic target of QY Company, and buildup the index system of balanced score which adds cross selling index system.At the last, apply the part of theory analysis to practice. Making use of programmingtechniques and comprehensive evaluation model of balanced scorecard, designed anddeveloped balanced scorecard performance evaluation system which based on cross selling, so that realize comprehensive evaluation of the company’s financial, customer, internalbusiness process, learning and growth and other aspects.