房地产开发企业客户关系管理应用研究

发布时间：2018-01-16 04:24

本文关键词：房地产开发企业客户关系管理应用研究　出处：《浙江大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着现代科学技术的日新月异,全球经济一体化趋势明显增强,房地产企业间的竞争也越来越激烈。要想在激烈的市场竞争中求得生存与发展,就必须改变传统的经营模式。于是以客户为核心的商业时代正式登上了商业舞台,客户的地位得到了前所未有的提升。为了从有限的客户资源里得到更多客户,管理者必须处理好企业与客户之间的关系。目前国内一些大品牌的房地产企业像万科、招商地产、金地集团、中海地产等已纷纷引入客户关系管理(Customer Relationship Management, CRM)理念,将企业的核心竞争力建立在客户关系的维系上。但作为一种全新的管理理念,其在房地产企业内实施应用仍存在诸多的问题。鉴于此,本文在研读相关课题的国内外资料,结合房地产公司的实践经历,在相关学者的基础上对CRM展开研究。本文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,因此认真分析地产开发过程中存在客户关系的关键环节,然后对这些阶段进行归类,对其业务流程展开研究。因此,本文以HS置业为研究对象,以案例分析为手段,论述了其在实施CRM的目标,论述了其在实施客户关系管理过程中的具体策略和实践操作,比如导入客户细分战略的全面品质服务,最大化服务客户,并对成交客户和潜在客户的信息进行集成和整合,建立以客户为导向的项目决策业务流程、设计施工业务流程、销售业务流程、物业服务业务流程及参与方管理等流程,从而实现客户与企业全方位沟通与联系,真正从企业内部强化客户关系管理的推行,HS置业在CRM工作过程中的一些做法有一定的借鉴价值。另外,针对其他学者几乎采取定性分析的研究方式的现象,此文将模糊综合评判法与AHP法结合起来,对CRM的实施效果进行定量评价分析,并以HS置业实施客户关系管理实践案例,对其实施效果进行了评价。以坚实的理论为基础,以鲜活的案例为样板,从而使客户关系管理在地产企业中的应用更加的客观高效。最后本文进行了总结和展望,同时对客户关系管理发展方向给出自己的看法。
[Abstract]:With the rapid development of modern science and technology, the trend of global economic integration is obviously strengthened, and the competition among real estate enterprises is becoming more and more fierce. In order to survive and develop in the fierce market competition. Must change the traditional business model. So the customer as the core of the business era formally stepped on the business stage, customer's status has been improved unprecedented. In order to obtain more customers from the limited customer resources. Managers must deal with the relationship between enterprises and customers. At present, some big domestic real estate companies such as Vanke, China Merchants Real Estate, Jindi Group. China Shipping Real Estate has introduced the concept of customer Relationship Management (CRM) one after another. The core competence of the enterprise is based on the maintenance of customer relationship, but as a new management concept, there are still many problems in the application of the core competence in the real estate enterprise. In view of this, this paper is studying the domestic and foreign information of related topics, combined with the practical experience of real estate companies. On the basis of the relevant scholars to CRM research. This paper believes that customer relationship management should run through the management process of the whole real estate enterprise. Therefore, this paper analyzes the key links of customer relationship in the process of real estate development, then classifies these stages and studies their business processes. Therefore, this paper takes HS property as the research object. By the means of case analysis, this paper discusses the goal of implementing CRM, and discusses its specific strategy and practical operation in the process of implementing customer relationship management, such as introducing the total quality service of customer segmentation strategy. Maximize customer service, and integrate and integrate the information of transaction and potential customers, establish customer-oriented project decision-making business process, design construction business process, sales business process. Property service business process and participants management processes, so as to achieve customer and enterprise all-round communication and contact, truly strengthen the implementation of customer relationship management from within the enterprise. HS home in the process of CRM work some practices have certain reference value. In addition, in view of the phenomenon that other scholars almost adopt qualitative analysis, this paper combines fuzzy comprehensive evaluation method with AHP method to quantitatively evaluate the effect of CRM implementation. And the implementation of customer relationship management practice case of HS home property, the implementation of the evaluation of its effect. Based on a solid theory, with fresh cases as a model. In order to make the application of customer relationship management in real estate enterprises more objective and efficient. Finally, this paper summarizes and looks forward to the development direction of customer relationship management.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F299.233.4

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