Research On The Application Of Association Rules In Telecom Product Cross Selling

Since the beginning of the 21st century, Chinese telecom industry has stepped into the 3G generation and the competition is becoming more and more intense after a series of reform and restructure. The enterprise's focus has gradually shifted from developing new customers to developing various telecom products and improving services.There were also some researches done in the past on the Cross selling with association rules. But they were done on the relationships between different products o. Those models have all neglected the most important element,the characteristics of customers. Their results proved to be little meaningful to promote the sales campaigns.After the explanation of the concept of cross selling, the data mining and statistical analysis methods of identifying the opportunity of cross selling are firstly discussed in this thesis; The necessity and possibility to carry out cross selling on Chinese telecom products are then introduced; Thirdly, the thesis analyzes the data on the client, introduce the association rules mining techniques and algorithms, explain the multi-dimension and multi-layer mining association rules as an important point and the using in telecom products cross selling; Then after reprocessing the data of clients, choosing the required dimension, considering the correlations of products and different character of clients, a multi-dimension and multi-layer model is established in the thesis.By substituting the realistic data into the model, setting the appropriate support and confidence thresholds, filtering the rules which are negative in importance, the valuable results are determined. Some guiding suggestions on telecom products cross selling are figured out by further analyzing on the results of analysis.