Research On Theories And Strategies For Real Estate Customer Operation

Economic development and technology progressment increase the quantity and kind of product, and short the customers. Customers are becoming the center of enterprise operation as soon as the customer position is improved. Partrcia B. Seybold foresaw the customer economy and pointed out the principle of customer controlling and customer competitive superiority. Customer economy has affected real estate industry. The mode of real estate customer operation shall take the place of the mode of real estate product and service operation. Based on value operation, the methods of theory analysis, compare research and experiment research, the real estate customers are taken as investigated subject, this paper structured the theory frame and strategies system of real estate customer operation. Through all research work of this paper, following conclusion could be obtained:(1) This paper pointed out the mode of real estate customer operation and set up the theory frame of it. Aimed at the shortcoming of tranditional operation of real estate enterprise and the characteristic of real estate customer, this paper pointed out the mode of real estate operation based on customer equity, which considered that the enterprise obtain currency value and non-currency value of customer through operating customer equity and let the enterprise share value with customers. The theory frame of real estate customer operation includes real estate customer consume behaviour, customer equity value, operating phase, operating strategies and customer evaluation, etc.(2) This paper structured the real estate customer equity function and value evaluation system based on customer lifetime value. The real estate customer life cycle is divided into six phases of development, buildup, growth, consolidation, maturity and decline, the types of real estate customer life cycle models are classified as end in peak, forepart abortion, midway termination, long-term retention based on the phase in which customer is terminated, and the ideal type of real estate customer life cycle model is put forword. This paper induced the influential elements of real estate customer equity value and structured equity function based on the house classification, house area, customer life cycle, purchase frequency and interest rate. Based on the adding value and existing value of customer equity, this paper structured the value index system and pointed out the evaluating methods.(3) This paper proposed strategies and implementing countermeasures for real estate customer operation, which is based on fixing customers, obtaining customers, keeping customers and operating customer equity, and structured dynamic management model for customer operation. The strategies of real estate customer operation include the methods and two-stage process of fixing customers, the customization marketing and customer experience, obtaining and guiding customers, the various operation and transaction of customer equity, etc. The implementing countermeasures include building customer culture, establishing study mechanism of sharing knowledge with customers, training the ability of operating customers, constructing technique platform, etc. Based on customer satisfaction, customer belief, customer undertaking, and customer loyalty, this paper structured the dynamic management model, which manages customer operation systematically and dynamic, and let the enterprise operate customers and obtain customer lifetime value continuously.The theory value of the study is to explore the nature, characteristic and rule of real estate customer operation, and develop the theory. The practical value of the study is to guide the enterprise to operate customer equity and obtain customer competitive superiority.