A房地产公司客户关系管理策略研究

发布时间：2018-03-03 15:30

本文选题：房地产公司　切入点：客户关系管理　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国楼市和人民群众的需求、国民经济存在着非常紧密的联系,同时一直无法摆脱宏观调控的限制。根据当前中央顶层设计,我国楼市要回归本性,使其恢复自身原本的居住功能,并对各种投机投资进行严格控制。因此,这一方面是今后我国楼市政策的基点,另一方面,还会彻底改变我国楼市发展趋势与性质。长期而言,楼市的这种回归是历史的必然,是大势所趋。在目前这种不确定因素较多、受到政策调控的形势下,房地产企业要想获得可持续发展,在当前市场经济发展语境下,可以采取的方法和措施较多,但从根本上来说,仍然需要结合客户关系管理,真正把客户放在企业发展和营销实践中的核心位置,以此来持续扩展客户基础,赢取良好的发展效益。A房地产公司作为一家民营房地产公司,目前正在致力做大、做强。尽管总体来说,A房地产公司在发展过程中,也初步建立起了良好的客户关系管理平台和具体框架,但同时不可忽视的是,由于A房地产公司还没有与现代企业管理体制真正接轨,在为客户进行服务时,更多的还是被动型理念和被动措施,也没有很好围绕客户需求做文章,这样不可避免地会影响到A房地产公司的营销效益。基于此,本文拟以A房地产公司为案例,对A房地产公司客户关系管理问题进行研究,着重对其在客户关系管理方面存在的问题进行剖析,然后坚持问题导向,提出因应对策。本文借助社会调查、案例分析、文献分析的方法,重点从环境分析和客户调查角度来切入,分析A房地产公司客户关系管理问题,目前主要集中在客户服务理念不足、管理流程制度欠缺、客户市场开发不充分、客户关系维护不到位等方面。基于此,结合现代地产企业客户关系管理理论,本文从A房地产公司客户服务理念、管理流程制度、客户市场开发、客户关系维护等方面,提出了A房地产公司客户关系管理的改进策略,主要包括客户关系管理定位,客户敏感点策划,客户关系管理模块优化,同时还应持续升华现代企业客户关系管理理念,构建适合房地产企业特征的营销组织机构,完善与客户满意度密切相关的核心制度,进一步挖掘并拓展客户开发区域和渠道,加强售后客户的关系维护和可持续发展,以此推进A房地产公司客户关系管理再上一个新台阶,实现良好的可持续发展效能,并对我国其它房地产公司客户关系管理实践有所借鉴和启示。
[Abstract]:There is a very close link between the property market and the needs of the people, the national economy, and at the same time, we have been unable to get rid of the restrictions of macro-control. According to the current top-level design of the central government, China's property market should return to its natural nature. So that it can restore its original residential function and strictly control all kinds of speculative investments. Therefore, on the one hand, this is the basis of our country's property market policy in the future, on the other hand, it will completely change the development trend and nature of the property market in our country. In the long run, The return of the property market is a historical necessity and a general trend. In the current situation where there are many uncertain factors and are subject to policy control, real estate enterprises want to achieve sustainable development in the context of the development of the current market economy. There are many methods and measures that can be taken, but fundamentally, we still need to put customers at the core of enterprise development and marketing practice, so as to continuously expand the customer base. To win good development benefits. A real estate company, as a private real estate company, is currently making efforts to be bigger and stronger. A good customer relationship management platform and concrete framework have also been preliminarily established, but at the same time, it should not be ignored that A real estate company has not really been in line with the modern enterprise management system and is serving its customers. There are more passive ideas and passive measures, and there is no good focus on customer demand, which inevitably affects the marketing efficiency of A real estate company. Based on this, this paper intends to take A real estate company as a case study. This paper studies the problems of customer relationship management in A real estate company, analyzes the problems in customer relationship management, then insists on the problem orientation and puts forward some countermeasures. The method of literature analysis, focusing on environmental analysis and customer investigation, analyzes the customer relationship management problem of A real estate company. At present, it mainly focuses on the insufficient concept of customer service and the lack of management process system. Based on the theory of customer relationship management in modern real estate enterprises, this paper analyzes the customer service concept, management process system and customer market development of A real estate company. In terms of customer relationship maintenance and other aspects, the improvement strategy of customer relationship management in A real estate company is put forward, which mainly includes customer relationship management positioning, customer sensitive point planning, optimization of customer relationship management module, At the same time, we should continue to sublimate the concept of customer relationship management of modern enterprises, construct marketing organization suitable for the characteristics of real estate enterprises, perfect the core system closely related to customer satisfaction, and further excavate and expand the region and channel of customer development. Strengthening the relationship maintenance and sustainable development of after-sales customers, so as to push the customer relationship management of A real estate company to a new level, to achieve good sustainable development efficiency, And to other real estate companies in our country customer relationship management practice reference and inspiration.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F274

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