A Study of Up-Selling Operational Model :Case of Chunghwa Telecom Co., Ltd

• Main Authors: Huei-Mei Huang, 黃惠美
• Other Authors: Kuo-Chung Chang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/88997607684999381715

碩士 === 國立東華大學 === 國際企業學系 === 97 === In a competitive market environment, it’s important to seize selling opportunities effectively in order to increase business. This essay tries to propose an effective marketing model called "up-selling" for the competitive domestic telecommunication market. Due to fast growing technology, telecom companies continuously provide new products to customers. Therefore the market becomes even more competitive. Every telecom company has its own stores or service centers. So to understand customers’ needs and provide necessary products becomes a key topic. How to find out customer’s potential needs when he or she is at the store and provide the products to satisfy his or her potential needs is essential to increase sales. This essay tries to propose an “up-selling” operation model, examining some key elements for this model to be success. This model starts from a company’s operation policy, then comes to three aspects to design “up-selling” model: sales staff development, up-selling operation policies and up-selling products design. 1. Up-selling sales staff development, focusing on sales people’s attitud e, selling skills and jargons. 2. Up-selling product design, focusing on product’s characteristic. 3. UP-selling policies, focusing on company’s reward system and manager’s attitude level In order to analyze how each element influences each other, we took a domestic company as an example to verify the effectiveness of the up-selling operation model. This essay examined how the above elements influence effectiveness of marketing. We are going to further examine the effectiveness of below items: (1) Product characteristic; (2) Skill level of selling techniques; (3) Rewarding system accompanied up-selling marketing; (4) Marketing slogan design; (5) Service attitude training; (6) Manager attitudes. Other than investigating existing articles, we provided practical execution plan. Besides, we will leverage questionnaires to survey and collect opinions from up-selling sales people in order to analyze our research elements. We will then base on the results to provide recommendations to telecom companies.