本文選題：中小型房地產(chǎn)企業(yè) + 企業(yè)戰(zhàn)略�。� 參考：《天津大學(xué)》2013年碩士論文

【摘要】：近幾年來(lái)，中央政府對(duì)房地產(chǎn)行業(yè)進(jìn)行著嚴(yán)厲的調(diào)控政策，造就了艱難的市場(chǎng)環(huán)境，這就促使房地產(chǎn)企業(yè)必須進(jìn)行調(diào)整，以便適應(yīng)環(huán)境的動(dòng)態(tài)變化。而房地產(chǎn)企業(yè)最終用來(lái)競(jìng)爭(zhēng)的應(yīng)該是客戶(hù)服務(wù)的水平，客戶(hù)越滿(mǎn)意，企業(yè)產(chǎn)品的市場(chǎng)占有率就越大，那么企業(yè)的競(jìng)爭(zhēng)力也就越強(qiáng)。大多數(shù)中小型房地產(chǎn)企業(yè)由于系統(tǒng)框架、業(yè)務(wù)流程和技術(shù)等方面的缺陷，使得這些企業(yè)的客戶(hù)服務(wù)水平層次始終不高，同時(shí)也就無(wú)法給企業(yè)帶來(lái)更明顯的效果和收益。 作者認(rèn)為應(yīng)該找出一種適合解決中小型地產(chǎn)企業(yè)客戶(hù)關(guān)系管理的有效方法。解決客戶(hù)關(guān)系問(wèn)題的最根本目的是為了解決市場(chǎng)競(jìng)爭(zhēng)，客戶(hù)關(guān)系管理能夠幫助這些企業(yè)獲得競(jìng)爭(zhēng)優(yōu)勢(shì)。但是由于其資源短缺，難以像大型地產(chǎn)集團(tuán)那樣采取自建模式去實(shí)施CRM管理系統(tǒng)。而服務(wù)外包模式恰好可以給中小型房地產(chǎn)企業(yè)實(shí)施客戶(hù)關(guān)系管理提供了一種很好的選擇。 在此背景下，本文著重論述了中小型房地產(chǎn)企業(yè)客戶(hù)關(guān)系管理外包模式（CRMO）的戰(zhàn)略研究。 本論文的創(chuàng)新之處在于，作者將客戶(hù)關(guān)系管理理論和服務(wù)外包理論結(jié)合在一起進(jìn)行研究和分析，在對(duì)房地產(chǎn)行業(yè)客戶(hù)服務(wù)及客戶(hù)關(guān)系管理普遍存在問(wèn)題的前提下，，對(duì)中小型房地產(chǎn)企業(yè)的客戶(hù)管理發(fā)展戰(zhàn)略之一“客戶(hù)關(guān)系管理外包”進(jìn)行評(píng)價(jià)和趨勢(shì)研究，研究出適合于中小型地產(chǎn)企業(yè)未來(lái)發(fā)展的一種切實(shí)可行的戰(zhàn)略方向，具有一定的現(xiàn)實(shí)意義。
[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.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F299.233.4;F274

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