本文選題：房地產公司　切入點：客戶關系管理　出處：《首都經濟貿易大學》2017年碩士論文　論文類型：學位論文

【摘要】：我國樓市和人民群眾的需求、國民經濟存在著非常緊密的聯系,同時一直無法擺脫宏觀調控的限制。根據當前中央頂層設計,我國樓市要回歸本性,使其恢復自身原本的居住功能,并對各種投機投資進行嚴格控制。因此,這一方面是今后我國樓市政策的基點,另一方面,還會徹底改變我國樓市發(fā)展趨勢與性質。長期而言,樓市的這種回歸是歷史的必然,是大勢所趨。在目前這種不確定因素較多、受到政策調控的形勢下,房地產企業(yè)要想獲得可持續(xù)發(fā)展,在當前市場經濟發(fā)展語境下,可以采取的方法和措施較多,但從根本上來說,仍然需要結合客戶關系管理,真正把客戶放在企業(yè)發(fā)展和營銷實踐中的核心位置,以此來持續(xù)擴展客戶基礎,贏取良好的發(fā)展效益。A房地產公司作為一家民營房地產公司,目前正在致力做大、做強。盡管總體來說,A房地產公司在發(fā)展過程中,也初步建立起了良好的客戶關系管理平臺和具體框架,但同時不可忽視的是,由于A房地產公司還沒有與現代企業(yè)管理體制真正接軌,在為客戶進行服務時,更多的還是被動型理念和被動措施,也沒有很好圍繞客戶需求做文章,這樣不可避免地會影響到A房地產公司的營銷效益。基于此,本文擬以A房地產公司為案例,對A房地產公司客戶關系管理問題進行研究,著重對其在客戶關系管理方面存在的問題進行剖析,然后堅持問題導向,提出因應對策。本文借助社會調查、案例分析、文獻分析的方法,重點從環(huán)境分析和客戶調查角度來切入,分析A房地產公司客戶關系管理問題,目前主要集中在客戶服務理念不足、管理流程制度欠缺、客戶市場開發(fā)不充分、客戶關系維護不到位等方面�；诖�,結合現代地產企業(yè)客戶關系管理理論,本文從A房地產公司客戶服務理念、管理流程制度、客戶市場開發(fā)、客戶關系維護等方面,提出了A房地產公司客戶關系管理的改進策略,主要包括客戶關系管理定位,客戶敏感點策劃,客戶關系管理模塊優(yōu)化,同時還應持續(xù)升華現代企業(yè)客戶關系管理理念,構建適合房地產企業(yè)特征的營銷組織機構,完善與客戶滿意度密切相關的核心制度,進一步挖掘并拓展客戶開發(fā)區(qū)域和渠道,加強售后客戶的關系維護和可持續(xù)發(fā)展,以此推進A房地產公司客戶關系管理再上一個新臺階,實現良好的可持續(xù)發(fā)展效能,并對我國其它房地產公司客戶關系管理實踐有所借鑒和啟示。
[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.
【學位授予單位】：首都經濟貿易大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F299.233.4;F274

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相關期刊論文 前10條

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本文編號：1561610