The Application Of Data Mining In Cross-selling

As the economy develops quickly,enterprises are encountered with a higher competition pressure.At the same time,all the merchants are attracted by lots of market opportunities.How to survive and develop in a complex and changeable market environment becomes a great challenge for companies.Recently, cross-selling appears to be a novel method to help market salesmen go out of trouble. It makes enterprises develop and use its own limited resources,improves the marketing efficiency,meets with the customer individual needs,in order to obtain more rest customer,enhances the customer shares and loyalty,and finally builds an impregnable competition superiority and market status.The critical foundation technology of cross-selling includes data warehouse and data mining.Data mining technology can find some knowledge from the data warehouse for manager to make decisions.This article unifies data mining and cross-selling which are two modern topics, supply information and decision support to cross-selling through data mining.At first,the article analyzes two basic theories,data mining and cross-selling.Then,it continue to research the application of data mining in cross-selling,and propose cross-selling model in basic of data mining.At last,analyzing and discussing the subject in actual cases.