Based On Data Mining, Real Estate Enterprise Customer Relationship Management Research

With the high-speed development of the economy of china and constant improvement of the living standards of the people, house has already become residents' basic living demand. Meanwhile,the importance of real estate to our national economy is being strengthened constantly.However, with the constant issue of some macro controling policy, the behavior of customer gradual and ripe with reason, customer's demand to commodity apartment has growing greaterly no matter from the scope or the depth,The fierce market competition of real estate is being strengthened constantly and has entered the buyer's market progressively, enterprises can only pay more attention to the demand of market and customer in order to make the accurate judgement to various changes of the market.In order to satisfy the demand of customer, improve competitiveness of housing developer in the fierce competition, lot of domestic housing developer are exploring and innovating constantly ,trying many kinds of advanced technology such as the theory of customer relationship management on the basis of data mining.Already there is much successful application and study foundation about the theory of customer relationship management in the trades,such as finance, insurance, making, IT, telecommunication, hospital,etc.,but there is still less application on real estate.Meanwhile,the study on customer relationship management mostly lay emphasis on technology but less on how to utilize it to improve enterprise's core competitiveness,optimize enterprise's procedure, improve management method etc, especially to promote the sale of the real estate.Utilizing the theory of customer relationship management and data mining, combining the researching background and foundation of real estate and adopting the theory and methods of data mining, such as clustering, relating, factoring and correlated analysis, etc., this thesis analyses customer's relevant information and data that are collected, structures analysis-model and method of customer behavior and information on the basis of data mining, and utilize the result to help real estate enterprise to establish the brands advantage.the key competitiveness and make market exploring, etc.so as to make its healthy sustainable development in fierce market competition.