本文選題：客戶關(guān)系管理 + 房地產(chǎn)企業(yè)��； 參考：《武漢理工大學(xué)》2013年碩士論文

【摘要】：伴隨著中國經(jīng)濟(jì)的快速發(fā)展,房地產(chǎn)行業(yè)在近20年也得到了迅猛發(fā)展,國內(nèi)房地產(chǎn)行業(yè)的競爭也是越來越激烈。房地產(chǎn)企業(yè)所提供的產(chǎn)品和服務(wù)逐漸趨同,要在這樣的環(huán)境中謀發(fā)展,就必須將市場戰(zhàn)略從以生產(chǎn)為中心、以銷售為目的改變?yōu)橐钥蛻魹橹行�、以服�?wù)為目的。隨著以客戶為核心的商業(yè)時代到來,客戶的需求得到了前所未有的重視。優(yōu)秀的房地產(chǎn)企業(yè)主動對客戶進(jìn)行價值分析,了解客戶需求,發(fā)掘和有效管理客戶資源,提升客戶的滿意度和忠誠度。為了從有限的客戶資源里得到更多客戶,管理者必須重視企業(yè)與客戶之間的關(guān)系。 本文以房地產(chǎn)企業(yè)為研究對象,研讀CRM相關(guān)的國內(nèi)外資料,在國內(nèi)外學(xué)者的成果基礎(chǔ)上對CRM展開研究。首先,闡述了研究的背景、意義以及關(guān)于CRM的國內(nèi)外研究現(xiàn)狀；其次,介紹了CRM的目標(biāo)功能及其理論基礎(chǔ),論述了CRM在房地產(chǎn)企業(yè)中應(yīng)用的重要性,認(rèn)為客戶關(guān)系管理思想應(yīng)該貫穿于整個房地產(chǎn)企業(yè)的經(jīng)營管理過程,并對客戶細(xì)分、客戶價值、客戶滿意度、忠誠度等展開了一定的研究；最后,在分析國內(nèi)房地產(chǎn)企業(yè)內(nèi)部存在的問題后,構(gòu)建了房地產(chǎn)CRM系統(tǒng),并結(jié)合房地產(chǎn)企業(yè)的案例進(jìn)行分析。 本文將房地產(chǎn)企業(yè)的CRM與當(dāng)前房地產(chǎn)行業(yè)發(fā)展現(xiàn)狀緊密聯(lián)系起來,對CRM的實施展開研究。研究成果擁有可操作性,對提高房地產(chǎn)企業(yè)核心競爭力,創(chuàng)造客戶價值有很重要的現(xiàn)實意義,同時對房地產(chǎn)企業(yè)在激烈的市場競爭中謀求發(fā)展具有一定的參考價值。
[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.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F299.233.4

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本文編號：1952358