紫薇地产公司客户关系管理策略研究

发布时间：2018-02-12 13:46

本文关键词： 客户关系紫薇地产研究　出处：《西北大学》2013年硕士论文　论文类型：学位论文

【摘要】：经过多年发展,紫薇地产已经建立起了区域领先的客户服务体系。紫薇地产“十二五”期间战略定位将继续快速做大企业规模,以创新为先导,完善科学的管理和运营机制,成就业内高效主流品牌开发商地位。为保障公司战略实现,紫薇地产着力在客户服务体系建立上加大研究,拓展实践,在实际工作中形成了一套卓有成效的工作方法和实践经验,值得我们对此进行深入研究。随着房地产市场竞争的不断加剧,客户关系维护与管理成为许多房地产企业发展的重中之重。如何实现由产品中心到客户中心的有效转变,已成为困扰当前房地产企业可持续发展的重要内容。房地产企业的客户关系管理旨在改变过去产品为中心的经营理念,通过改善与客户有关的所有管理环节和服务环节提升房地产企业的综合竞争力。紫薇地产目前建立并不断完善的客户服务体系即从实践中应用了客户管理相关理论,也在工作中不断发现新问题。本文从房地产客户关系管理核心战略能力构建出发,通过内部调研、对标学习、理论分析及SWOT分析,找到客户关系管理中存在的问题并提出系统性的战略改进方案。在高度竞争的买方市场的条件下,客户成为最宝贵的稀缺资源。房地产企业如果想保持高速的发展,维护客户关系、管理客户资源、加强客户管理成为必要之义。如何在西北地区做好房地产客户管理,紫薇地产的理论应用实践具有重要的参考价值和研究价值。
[Abstract]:After years of development, Ziwei Real Estate has established a leading customer service system in the region. During the 12th Five-Year Plan period, the strategic positioning of the property will continue to rapidly expand the scale of enterprises, take innovation as the guide, and improve the scientific management and operation mechanism. To ensure the realization of corporate strategy, Lagerstroemia Real Estate has focused on the establishment of a customer service system to increase research and expand its practice. A set of effective working methods and practical experience have been formed in practical work, which is worthy of our in-depth study. With the increasing competition in the real estate market, the maintenance and management of customer relationship has become the most important part of the development of many real estate enterprises. Customer relationship management (CRM) of real estate enterprises aims to change the concept of product-centered management in the past. By improving all the management and service links related to customers, we can enhance the comprehensive competitiveness of real estate enterprises. This paper starts from the construction of core strategic competence of real estate customer relationship management, through internal investigation, standard learning, theoretical analysis and SWOT analysis, Identify problems in customer relationship management and propose systematic strategic improvement programs. In a highly competitive buyer's market, customers become the most valuable scarce resources. Real estate enterprises want to maintain high-speed development, maintain customer relations, manage customer resources, It is necessary to strengthen customer management. How to do well the real estate customer management in Northwest China has important reference value and research value.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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