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Strategic Alliance of cross-selling (cross selling)


Strategic Alliance (Strategic Alliances) originated in Japan, a joint venture business wave. Some Japanese companies looking for joint venture partners, we found that you can buy only the advanced technology, this is the embryonic form of strategic alliance. Although the origin of the concept of strategic alliance in Japan, but the first popular in corporate America. Since 1990, the United States and the transnational nature of the strategic alliance, 25% annual growth rate of rapid development.
general definition of the concept of strategic alliance are: the strategic alliance is there for two or more complementary resources, such as strength or between enterprises, out of the market expectations and the company's overall business objectives into account in order to achieve co-owned the market,[link widoczny dla zalogowanych], cooperative research and development, sharing of resources and enhance the competitiveness of such purposes, through various agreements and the advantages of relative long-form risk-sharing loose cooperation and competition organization.
Grant (RM Gromt) and others studies suggest that all the resources of any enterprise can not have absolute advantage in both types, even if the same resources in different enterprises have also shown strong comparative advantages, complementarity of resources and thus constitute a business the basis for integration. In particular, has been curing some of the resources within the organization in the enterprise, not completely mobile transactions, such as marketing channels, market experience, customer database information and other intangible resources, inconvenience to direct access through market transactions, access to these unique resources of each other with the establishment must from the partnership, to achieve both shared and complementary.
cross-selling is a customer found a variety of needs, and meet the various needs of marketing, product development from the perspective of the market landscape of marketing. Cross-selling is the core of a customer to sell a variety of related services or products. This is a customer must be able to track and understand your customer units, and where there are multiple parameters related factors, such as space-related sales as the brand-related, as related service providers, and more. For example, a golf club membership card of the buyer, may also be a car buyers, and is a health care purchaser. If you understand the customer's consumption attributes and interests, we can have more factors to determine the objective reference of such a fact. All of these factors must be the database for reference to be stored and classified.
and cross-marketing is a concept closely related to or product marketing. Contributed to cross-sell a variety of strategies and methods that
 cross-selling in the traditional areas of banking and the role of the insurance industry, the most obvious, as consumers buy these products or services must submit true personal data, the data on the one hand can be used to further analyze the needs of customers (CRM in the application of data mining is a typical one), as the basis of market research, so as to provide more and better services to customers, it can also protect user privacy in the context of these resources and other users complementary businesses with each other for marketing.
 visible, cross-marketing is the essence of marketing resources in a certain situation or to their partners, customers of customers for a promotional tool, this marketing approach is characterized by the largest full use of existing resources, Two features are relevant to user needs to carry out cross-marketing between enterprises can make their own significant increase in the number of potential users without additional marketing costs, while cross-marketing to establish good relations of cooperation based on two (or more a) the development of enterprises with more strategic significance.
exchange of customer information leases are generally easy to reach many non-competition between enterprises, based on a database, cross-marketing can achieve cross-industry sales. Source of the data industry and target audience must have a certain correlation. Communication in order to make certain information can play a role. For example: a furniture company, from real estate buyers get the data, through the list of customers to provide information on these promotions, and to obtain a significant number of customers. In fact, non-competitive business that is a lot of potential customers for marketing personnel to do a market survey in the general application of a method. Customers can not hurt the feelings of non-infringement of customer privacy cases, with other companies to share customer information, both to expand the market size, is a joy and great things.
general, the sharing of customer data available in the following statement on the two types of enterprises: first, products of similar companies, but composed of different market segments, such as food companies, beverage industry and the ice cream industry, health food business and leisure equipment customer information sharing can be achieved, and now very popular in the financial industry, Therefore, banks with large customer base for marketing, which has been proved to have a successful marketing model; the second is in the production, sale or use of a complementary relationship between the upstream and downstream relationship or the different composition of the product companies, such as computer accessories and peripheral equipment manufacturing companies and machine manufacturers, production of refrigerators and refrigerator deodorant, washing liquid and hand cream, microwave ovens and cooking utensils and other companies to share customer information can be achieved.
, of course, no relation to the companies look for customer information-sharing can also have a successful precedent. For example, American Express and MCT Telecom reached an agreement, American Express card users to use MCI long-distance call, you can enjoy a discount; and MCI, American Express Company by virtue of the 10 million master of information, greatly enhanced their competitiveness. However, MCI can be used in such a way the reason why access to customer information, or based on their target audience and the Express is similar, the two target customers are the general public. Customer information is shared to avoid the damage of its own brand, which requires companies to be selective when you choose to share partner, to prevent the will be free to disclose their personal information to many decoration company, led to their own has been receiving telemarketing calls, fed up, like this is contrary to professional ethics, even if temporarily get some benefits, the market will eventually be punished.

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