本文選題：交叉銷售 + 平衡計(jì)分卡��； 參考：《重慶理工大學(xué)》2014年碩士論文

【摘要】：隨著經(jīng)濟(jì)全球化步伐的加快和信息技術(shù)的發(fā)展，企業(yè)在顧客需求、管理模式和競爭環(huán)境等方面都發(fā)生了劇烈的變化。為了更好的適應(yīng)這種環(huán)境，企業(yè)所關(guān)注的重點(diǎn)逐漸從銷售規(guī)模向顧客資產(chǎn)管理和戰(zhàn)略管理方面轉(zhuǎn)變。但在實(shí)際中，卻存在著客戶數(shù)據(jù)缺失，績效評價指標(biāo)與企業(yè)戰(zhàn)略目標(biāo)相脫節(jié)等問題。為了更好的解決這些問題，本文提出了交叉銷售和平衡計(jì)分卡概念。交叉銷售和平衡計(jì)分卡目的都是以提高顧客的滿意度為前提，從而提高企業(yè)的利潤。因此，如何將交叉銷售和平衡計(jì)分卡有效的結(jié)合起來，共同促進(jìn)企業(yè)戰(zhàn)略績效和客戶滿意度的提高，成為本文主要研究的問題之一。 本文從數(shù)據(jù)挖掘和交叉銷售的關(guān)系出發(fā)，在總結(jié)了績效管理和平衡計(jì)分卡等相關(guān)理論的基礎(chǔ)上，將交叉銷售和平衡計(jì)分卡結(jié)合起來對QY公司戰(zhàn)略管理體系進(jìn)行了優(yōu)化。文章主要包括三個方面的內(nèi)容： 首先，通過理論部分總結(jié)出三方面內(nèi)容：一是交叉銷售這種銷售策略能在營銷策略逐漸飽和的今天，充分提高顧客忠誠度，擴(kuò)大銷售量；二是平衡計(jì)分卡作為一種有效的戰(zhàn)略績效評價工具，實(shí)現(xiàn)了企業(yè)多方面的平衡，有利于企業(yè)、團(tuán)隊(duì)和個人的共同發(fā)展；三是將交叉銷售和平衡計(jì)分卡結(jié)合起來能夠更好的提高企業(yè)的戰(zhàn)略績效。 其次，本文提出了一種全新的交叉銷售算法即聚類的關(guān)聯(lián)規(guī)則算法，文章從財(cái)務(wù)、客戶、內(nèi)部流程、學(xué)習(xí)和發(fā)展四個層面對QY公司的整體戰(zhàn)略目標(biāo)進(jìn)行了細(xì)化，并在各個層面戰(zhàn)略目標(biāo)的指引下構(gòu)建了加入交叉銷售相關(guān)指標(biāo)的平衡計(jì)分卡戰(zhàn)略評價體系。 最后，將理論分析運(yùn)用到實(shí)踐中。利用編程技術(shù)和平衡計(jì)分卡綜合評價模型，設(shè)計(jì)并開發(fā)了加入交叉銷售指標(biāo)的平衡計(jì)分卡績效評價系統(tǒng)，，實(shí)現(xiàn)對公司財(cái)務(wù)、客戶、內(nèi)部業(yè)務(wù)流程、學(xué)習(xí)與成長等方面的綜合評價。
[Abstract]:With the acceleration of economic globalization and the development of information technology, enterprises have undergone drastic changes in customer demand, management mode and competitive environment. In order to better adapt to this environment, the focus of enterprises is gradually changing from sales scale to customer asset management and strategic management. However, in practice, there are some problems, such as the lack of customer data and the disconnection between the performance evaluation index and the strategic goal of the enterprise. In order to solve these problems better, this paper puts forward the concept of cross-selling and balanced scorecard. The purpose of cross-selling and balanced scorecard is to improve customer satisfaction and increase the profit of enterprises. Therefore, how to effectively combine cross-selling and balanced scorecard to promote corporate strategic performance and customer satisfaction has become one of the main research issues in this paper. Starting from the relationship between data mining and cross-selling, this paper summarizes the relevant theories of performance management and balanced scorecard, and combines cross-selling and balanced scorecard to optimize the strategic management system of QY Company. The article mainly includes three aspects: First of all, through the theoretical part summarized three aspects of the content: first, cross-selling this sales strategy in the marketing strategy gradually saturated today, fully improve customer loyalty, expand sales; Second, as an effective tool of strategic performance evaluation, the balanced Scorecard realizes the balance of various aspects of the enterprise, which is conducive to the common development of the enterprise, the team and the individual; Third, cross-selling and balanced scorecard can better improve the strategic performance of enterprises. Secondly, this paper puts forward a new cross-selling algorithm, namely clustering association rules algorithm. This paper refines QY company's overall strategic goal from four aspects: finance, customer, internal process, learning and development. A balanced Scorecard strategic evaluation system with cross-selling related indexes is constructed under the guidance of strategic objectives at various levels. Finally, the theoretical analysis is applied to practice. Using programming technology and balanced scorecard comprehensive evaluation model, a balanced Scorecard performance evaluation system with cross-selling index is designed and developed to realize the financial, customer and internal business process of the company. Comprehensive evaluation of learning and growth.
【學(xué)位授予單位】：重慶理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.8;F274;F406.7

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