中小型房地产企业客户关系管理外包模式分析

发布时间：2018-05-10 18:12

本文选题：中小型房地产企业 + 企业战略　；参考：《天津大学》2013年硕士论文

【摘要】：近几年来，中央政府对房地产行业进行着严厉的调控政策，造就了艰难的市场环境，这就促使房地产企业必须进行调整，以便适应环境的动态变化。而房地产企业最终用来竞争的应该是客户服务的水平，客户越满意，企业产品的市场占有率就越大，那么企业的竞争力也就越强。大多数中小型房地产企业由于系统框架、业务流程和技术等方面的缺陷，使得这些企业的客户服务水平层次始终不高，同时也就无法给企业带来更明显的效果和收益。作者认为应该找出一种适合解决中小型地产企业客户关系管理的有效方法。解决客户关系问题的最根本目的是为了解决市场竞争，客户关系管理能够帮助这些企业获得竞争优势。但是由于其资源短缺，难以像大型地产集团那样采取自建模式去实施CRM管理系统。而服务外包模式恰好可以给中小型房地产企业实施客户关系管理提供了一种很好的选择。在此背景下，本文着重论述了中小型房地产企业客户关系管理外包模式（CRMO）的战略研究。本论文的创新之处在于，作者将客户关系管理理论和服务外包理论结合在一起进行研究和分析，在对房地产行业客户服务及客户关系管理普遍存在问题的前提下，，对中小型房地产企业的客户管理发展战略之一“客户关系管理外包”进行评价和趋势研究，研究出适合于中小型地产企业未来发展的一种切实可行的战略方向，具有一定的现实意义。
[Abstract]:In recent years, the central government has carried on the strict regulation and control policy to the real estate industry, has created the difficult market environment, this impels the real estate enterprise to carry on the adjustment, in order to adapt to the dynamic change of the environment. The level of customer service should be the ultimate competition of real estate enterprises. The more satisfied the customers, the greater the market share of enterprise products, then the stronger the competitiveness of enterprises. Because of the defects of system framework, business process and technology, the level of customer service is not high in most small and medium-sized real estate enterprises, at the same time, it can not bring more obvious effects and benefits to the enterprises. The author thinks that we should find an effective method to solve the customer relationship management of small and medium real estate enterprises. The fundamental purpose of solving customer relationship problems is to solve the market competition. Customer relationship management can help these enterprises to gain competitive advantage. However, because of the shortage of resources, it is difficult to implement CRM management system in the way of large real estate groups. The service outsourcing model can provide a good choice for small and medium real estate enterprises to implement customer relationship management. Under this background, this paper focuses on the strategic research of CRM outsourcing mode in small and medium real estate enterprises. The innovation of this paper is that the author combines the theory of customer relationship management and the theory of service outsourcing to study and analyze the problems of customer service and customer relationship management in real estate industry. This paper evaluates and studies the trend of customer relationship management outsourcing, one of the development strategies of customer management of small and medium-sized real estate enterprises, and studies a feasible strategic direction suitable for the future development of small and medium-sized real estate enterprises. Has certain realistic significance.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4;F274

【参考文献】