本文關(guān)鍵詞： 房地產(chǎn)公司 客戶關(guān)系管理 客戶價(jià)值 市場(chǎng)營(yíng)銷戰(zhàn)略　出處：《大連理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：客戶關(guān)系管理是現(xiàn)代企業(yè)市場(chǎng)營(yíng)銷戰(zhàn)略的核心內(nèi)容,更是企業(yè)贏取績(jī)效的重要保障。本文所探討的JK房地產(chǎn)公司,目前正處于加快發(fā)展的關(guān)鍵時(shí)期,而在當(dāng)前國(guó)家宏觀調(diào)控的大背景下,需要客戶關(guān)系管理基礎(chǔ)上的市場(chǎng)營(yíng)銷戰(zhàn)略跟進(jìn)并有所發(fā)展�；诖�,筆者以JK房地產(chǎn)公司為案例,結(jié)合相關(guān)理論,對(duì)該公司客戶關(guān)系管理現(xiàn)狀和存在的問(wèn)題進(jìn)行剖析,并提出了相應(yīng)對(duì)策,希望以此促進(jìn)該公司的科學(xué)發(fā)展,并對(duì)我國(guó)房地產(chǎn)企業(yè)有所借鑒。 理論是實(shí)踐的先導(dǎo)。本文分析了客戶關(guān)系管理理論,主要包括客戶價(jià)值理論、關(guān)系營(yíng)銷理論、整合營(yíng)銷理論等,并借助訪談法、調(diào)查法、比較法等實(shí)證分析的研究方法,對(duì)JK房地產(chǎn)公司員工關(guān)系管理現(xiàn)狀進(jìn)行了全景掃描�？傮w來(lái)說(shuō),JK房地產(chǎn)公司目前客戶關(guān)系管理現(xiàn)狀尚可,但也存在沒(méi)有完全建立起以客戶為中心的管理理念,客戶關(guān)系管理與公司發(fā)展戰(zhàn)略匹配性不強(qiáng),對(duì)客戶價(jià)值分析和資源開(kāi)發(fā)還不是很充分,客戶關(guān)系管理制度流程還不夠科學(xué)和規(guī)范等問(wèn)題,通過(guò)對(duì)客戶滿意度調(diào)查也可以看出,客戶對(duì)JK房地產(chǎn)公司客戶關(guān)系管理的整體情況也不是很滿意。 結(jié)合相關(guān)理論和現(xiàn)狀分析,本文提出了JK房地產(chǎn)公司客戶關(guān)系管理改進(jìn)策略：一是樹(shù)立客戶“百分百滿意”的服務(wù)理念,在充分尊重客戶個(gè)性化需求的基礎(chǔ)上,以客戶為中心,努力提升服務(wù)的時(shí)代內(nèi)涵；二是結(jié)合企業(yè)營(yíng)銷戰(zhàn)略和發(fā)展規(guī)劃,制定出明確的客戶關(guān)系管理目標(biāo)、管理規(guī)劃和實(shí)施方案；三是基于客戶價(jià)值和客戶細(xì)分優(yōu)化服務(wù)流程策略,重點(diǎn)包括提升客戶價(jià)值、注重客戶細(xì)分、優(yōu)化服務(wù)流程等。在此基礎(chǔ)上,JK房地產(chǎn)公司還必須加強(qiáng)組織、制度、文化建設(shè),為客戶設(shè)計(jì)出相對(duì)完善的管理和開(kāi)發(fā)體系,促進(jìn)企業(yè)營(yíng)銷與客戶關(guān)系的協(xié)同互動(dòng),培育良好的JK房地產(chǎn)企業(yè)文化,以此保障JK公司客戶關(guān)系管理體系更加細(xì)化與優(yōu)化,產(chǎn)生出良好的管理效益。
[Abstract]:Customer relationship management is the core content of modern enterprise marketing strategy, but also the important guarantee of enterprise winning performance. JK real estate company discussed in this paper is in the key period of accelerating development. Under the background of current national macro-control, the marketing strategy based on customer relationship management needs to be followed up and developed. Based on this, the author takes JK real estate company as a case, combined with relevant theory. This paper analyzes the current situation and existing problems of customer relationship management of the company and puts forward the corresponding countermeasures in order to promote the scientific development of the company and to draw lessons for the real estate enterprises in our country. This paper analyzes the theory of customer relationship management, including customer value theory, relationship marketing theory, integrated marketing theory and so on. The comparative method and other empirical analysis methods, JK real estate company employee relationship management status of a panoramic scan. Generally speaking, JK real estate company's current customer relationship management situation is OK. However, there is not a complete establishment of customer-centric management concept, customer relationship management and the company's development strategy is not strong matching, customer value analysis and resource development is not very sufficient. The process of customer relationship management system is not scientific and standardized, through the investigation of customer satisfaction, we can see that customers are not very satisfied with the overall situation of customer relationship management of JK real estate company. Combined with relevant theory and current situation analysis, this article proposed the JK real estate company customer relationship management improvement strategy: first, set up the customer "100% satisfaction" service concept. On the basis of fully respecting the individual needs of customers, taking the customer as the center, we will strive to promote the connotation of the era of service; Second, the enterprise marketing strategy and development plan, to formulate a clear customer relationship management objectives, management planning and implementation plan; Third, based on customer value and customer segmentation optimization service process strategy, the emphasis includes enhancing customer value, focusing on customer segmentation, optimizing service flow, etc. On this basis, JK real estate company must also strengthen the organization. System, cultural construction, design a relatively perfect management and development system for customers, promote the cooperative interaction between enterprise marketing and customer relations, cultivate a good JK real estate corporate culture. In order to ensure that JK company customer relationship management system more refined and optimized, resulting in good management benefits.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F299.233.4

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