本文關(guān)鍵詞：房地產(chǎn)開(kāi)發(fā)企業(yè)客戶關(guān)系管理應(yīng)用研究　出處：《浙江大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 客戶關(guān)系管理 房地產(chǎn)企業(yè) 業(yè)務(wù)流程再造 模糊綜合評(píng)判 AHP分析法

【摘要】：隨著現(xiàn)代科學(xué)技術(shù)的日新月異,全球經(jīng)濟(jì)一體化趨勢(shì)明顯增強(qiáng),房地產(chǎn)企業(yè)間的競(jìng)爭(zhēng)也越來(lái)越激烈。要想在激烈的市場(chǎng)競(jìng)爭(zhēng)中求得生存與發(fā)展,就必須改變傳統(tǒng)的經(jīng)營(yíng)模式。于是以客戶為核心的商業(yè)時(shí)代正式登上了商業(yè)舞臺(tái),客戶的地位得到了前所未有的提升。為了從有限的客戶資源里得到更多客戶,管理者必須處理好企業(yè)與客戶之間的關(guān)系。目前國(guó)內(nèi)一些大品牌的房地產(chǎn)企業(yè)像萬(wàn)科、招商地產(chǎn)、金地集團(tuán)、中海地產(chǎn)等已紛紛引入客戶關(guān)系管理(Customer Relationship Management, CRM)理念,將企業(yè)的核心競(jìng)爭(zhēng)力建立在客戶關(guān)系的維系上。但作為一種全新的管理理念,其在房地產(chǎn)企業(yè)內(nèi)實(shí)施應(yīng)用仍存在諸多的問(wèn)題。 鑒于此,本文在研讀相關(guān)課題的國(guó)內(nèi)外資料,結(jié)合房地產(chǎn)公司的實(shí)踐經(jīng)歷,在相關(guān)學(xué)者的基礎(chǔ)上對(duì)CRM展開(kāi)研究。本文認(rèn)為客戶關(guān)系管理思想應(yīng)該貫穿于整個(gè)房地產(chǎn)企業(yè)的經(jīng)營(yíng)管理過(guò)程,因此認(rèn)真分析地產(chǎn)開(kāi)發(fā)過(guò)程中存在客戶關(guān)系的關(guān)鍵環(huán)節(jié),然后對(duì)這些階段進(jìn)行歸類,對(duì)其業(yè)務(wù)流程展開(kāi)研究。因此,本文以HS置業(yè)為研究對(duì)象,以案例分析為手段,論述了其在實(shí)施CRM的目標(biāo),論述了其在實(shí)施客戶關(guān)系管理過(guò)程中的具體策略和實(shí)踐操作,比如導(dǎo)入客戶細(xì)分戰(zhàn)略的全面品質(zhì)服務(wù),最大化服務(wù)客戶,并對(duì)成交客戶和潛在客戶的信息進(jìn)行集成和整合,建立以客戶為導(dǎo)向的項(xiàng)目決策業(yè)務(wù)流程、設(shè)計(jì)施工業(yè)務(wù)流程、銷售業(yè)務(wù)流程、物業(yè)服務(wù)業(yè)務(wù)流程及參與方管理等流程,從而實(shí)現(xiàn)客戶與企業(yè)全方位溝通與聯(lián)系,真正從企業(yè)內(nèi)部強(qiáng)化客戶關(guān)系管理的推行,HS置業(yè)在CRM工作過(guò)程中的一些做法有一定的借鑒價(jià)值。 另外,針對(duì)其他學(xué)者幾乎采取定性分析的研究方式的現(xiàn)象,此文將模糊綜合評(píng)判法與AHP法結(jié)合起來(lái),對(duì)CRM的實(shí)施效果進(jìn)行定量評(píng)價(jià)分析,并以HS置業(yè)實(shí)施客戶關(guān)系管理實(shí)踐案例,對(duì)其實(shí)施效果進(jìn)行了評(píng)價(jià)。以堅(jiān)實(shí)的理論為基礎(chǔ),以鮮活的案例為樣板,從而使客戶關(guān)系管理在地產(chǎn)企業(yè)中的應(yīng)用更加的客觀高效。 最后本文進(jìn)行了總結(jié)和展望,同時(shí)對(duì)客戶關(guān)系管理發(fā)展方向給出自己的看法。
[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.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F299.233.4

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