国外交叉销售研究综述
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外国经济与管理 2005 年 第 27 卷第 04 期, 页码：43 - 49
摘要
参考文献
摘要
本文在全面阐述了交叉销售的概念及其理论基础和技术支持的基础上,从识别交叉销售机会及优化交叉销售实施两个方面对交叉销售的研究文献进行了综述,并指出了现有研究文献存在的三个不足之处:缺少对交叉销售管理过程的研究;识别交叉销售机会的方法需要整合;识别方法有待完善和改进。
关键词
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[11]Paas,L,Kuijlen,T.Acquisitionpatternanalysesforrecognisingcross sellopportunitiesinthefinancialservicessector[J].JournalofTargeting,MeasurementandAnalysisforMarketing,2001,(3):230-240.
[12]Harrison,T,Ansell,J.Customerretentionintheinsuranceindustry:usingsurvivalanalysistopredictcross selling opportunities[J].JournalofFinancialServicesMarketing,2002,(3):229-239.
[13]Doyle,S.Optimizingtheallocationofcross sellingresourcewhilemanagingthecustomerrelationship[J].Journalof DatabaseMarketing,2002,9(3):285-290.
[14]Cohen,MD.Exploitingresponsemodels optimizingcross sellandup sellopportunitiesinbanking[J].Information Systems,2004,29:327-341.
[15]Paas,LJ.Mokkenscalingcharacteristicsetsandacquisitionpatternsofdurableandfinancialproducts[J].JournalofE conomicPsychology,1998,19:353-376.
[2]Jarrar,FY,Neely,A.Cross sellinginthefinancialsector:Customerprofitabilityiskey[J].JournalofTargeting,MeasurementandAnalysisforMarketing,2002,(3):282-296.
[3]Kamakura,WA,Wedel,M,Rosa,F,&Mazzon,JA.Cross sellingthroughdatabasemarketing:amixeddatafactor analyzerfordataaugmentationandprediction[J].InternationalJournalofResearchinMarketing,2003,(20):45-65.
[4]EmmelhainzMA,KavanCB.Usinginformationasabasisforsegmentationandrelationshipmarketing:alongitudinal casestudyofaleadingfinancialservicesfirm[J].JournalofMarketFocusedManagement,1999,(4):161-177.
[5]Peltier,JW,Schibrowsky,JA,Schultz,DE,&Davis,J.Interactivepsychographics:cross sellinginthebankingin dustry[J].JournalofAdvertisingResearch,2002,42(2):7-22.
[6]Kamakura,WA,Ramaswami,SN,&Srivastava,RK.Applyinglatentanalysisintheevaluationofprospectsfor cross sellingoffinancialservices[J].InternationalJournalofResearchinMarketing,1991,(8):329-349.
[7]梁世红.数据挖掘在CRM中的应用[J].科技情报开发与经济,2003,(1):85-86.
[8]Samli,AC,PohlenTL,&BozovicN.Areviewofdataminingtechniquesastheyapplytomarketing:generatingstra tegicinformationtodevelopmarketsegments[J].TheMarketingReview,2002,(3):211-227.
[9]Hughes,TJ.Thecustomerdatabase:cross sellingretailfinancialservices[J].TheInternationalJournalofBankMar keting,1992,(7):11-16.
[10]Kiansing,NG,HuanLiu.Customerretentionviadatamining[J].ArtificialIntelligenceReview,2000,(14):569-
[11]Paas,L,Kuijlen,T.Acquisitionpatternanalysesforrecognisingcross sellopportunitiesinthefinancialservicessector[J].JournalofTargeting,MeasurementandAnalysisforMarketing,2001,(3):230-240.
[12]Harrison,T,Ansell,J.Customerretentionintheinsuranceindustry:usingsurvivalanalysistopredictcross selling opportunities[J].JournalofFinancialServicesMarketing,2002,(3):229-239.
[13]Doyle,S.Optimizingtheallocationofcross sellingresourcewhilemanagingthecustomerrelationship[J].Journalof DatabaseMarketing,2002,9(3):285-290.
[14]Cohen,MD.Exploitingresponsemodels optimizingcross sellandup sellopportunitiesinbanking[J].Information Systems,2004,29:327-341.
[15]Paas,LJ.Mokkenscalingcharacteristicsetsandacquisitionpatternsofdurableandfinancialproducts[J].JournalofE conomicPsychology,1998,19:353-376.
引用本文
汪涛, 崔楠. 国外交叉销售研究综述[J]. 外国经济与管理, 2005, 27(4): 43–49.
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