房地产企业的客户关系管理研究

发布时间：2018-05-29 20:55

本文选题：客户关系管理 + 房地产企业　；参考：《武汉理工大学》2013年硕士论文

【摘要】：伴随着中国经济的快速发展,房地产行业在近20年也得到了迅猛发展,国内房地产行业的竞争也是越来越激烈。房地产企业所提供的产品和服务逐渐趋同,要在这样的环境中谋发展,就必须将市场战略从以生产为中心、以销售为目的改变为以客户为中心、以服务为目的。随着以客户为核心的商业时代到来,客户的需求得到了前所未有的重视。优秀的房地产企业主动对客户进行价值分析,了解客户需求,发掘和有效管理客户资源,提升客户的满意度和忠诚度。为了从有限的客户资源里得到更多客户,管理者必须重视企业与客户之间的关系。本文以房地产企业为研究对象,研读CRM相关的国内外资料,在国内外学者的成果基础上对CRM展开研究。首先,阐述了研究的背景、意义以及关于CRM的国内外研究现状；其次,介绍了CRM的目标功能及其理论基础,论述了CRM在房地产企业中应用的重要性,认为客户关系管理思想应该贯穿于整个房地产企业的经营管理过程,并对客户细分、客户价值、客户满意度、忠诚度等展开了一定的研究；最后,在分析国内房地产企业内部存在的问题后,构建了房地产CRM系统,并结合房地产企业的案例进行分析。本文将房地产企业的CRM与当前房地产行业发展现状紧密联系起来,对CRM的实施展开研究。研究成果拥有可操作性,对提高房地产企业核心竞争力,创造客户价值有很重要的现实意义,同时对房地产企业在激烈的市场竞争中谋求发展具有一定的参考价值。
[Abstract]:With the rapid development of Chinese economy, the real estate industry has also developed rapidly in the past 20 years, and the competition of the domestic real estate industry is becoming more and more fierce. The products and services provided by real estate enterprises gradually converge. In order to develop in such an environment, we must change the market strategy from production-centered, market-oriented to customer-centered and service-oriented. With the customer as the core of the business era, customer demand has been unprecedented attention. Excellent real estate companies take the initiative to analyze the value of customers, understand customer needs, explore and effectively manage customer resources, improve customer satisfaction and loyalty. In order to obtain more customers from limited customer resources, managers must attach importance to the relationship between enterprises and customers. This paper takes the real estate enterprise as the research object, studies the domestic and foreign data of CRM, and carries out the research on CRM on the basis of the achievements of domestic and foreign scholars. First of all, the background, significance and research status of CRM at home and abroad are expounded. Secondly, the objective function and theoretical basis of CRM are introduced, and the importance of CRM application in real estate enterprises is discussed. The idea of customer relationship management should run through the management process of the whole real estate enterprise, and the customer segmentation, customer value, customer satisfaction, loyalty and so on have been studied. After analyzing the internal problems of the domestic real estate enterprises, this paper constructs the real estate CRM system, and analyzes the real estate enterprise cases. In this paper, the CRM of real estate enterprises is closely linked with the current development of real estate industry, and the implementation of CRM is studied. The research result has the maneuverability, has the very important realistic significance to raise the real estate enterprise core competition ability, creates the customer value, at the same time has the certain reference value to the real estate enterprise to seek the development in the fierce market competition.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

【参考文献】